KRAVE JERKY CAMPAIGN

// A SERIES OF PRINT ADS

// 2022 AMERICAN ADVERTISING AWARDS NOMINATION

This campaign's goal was to position KRAVE Jerky as the sophisticated jerky. The creative brief asked me to design a series of three print ads that would heighten KRAVE's image in the mind of the consumer. By creating a set of three ads that contained similar elements, I was able to establish a sense of familiarity and continuity throughout this campaign. The idea behind these ads was to personify the complexities of man, which I achieved by showing a duality within each character.

This ad shows the duality of a trucker, who is a poet by night. The complexity of this character comes through in a subtle way, just enough so that it is an obvious difference.

The character in this ad is shown in a change of clothes, implying that he can be outdoorsy and fancy all in a day's work.

This ad in the series shows a gym rat with his alter ego, a Shakespeare buff. The complexity of this man plays on his inner softness despite having a hard exterior.

The duality of man comes through in each character in a similar way by showcasing their drastically different hobbies. It is often the case that men have a hard shell and strong walls, so this series aimed to reveal the soft side most men try to hide.

These ads are successful because they are visually attractive, as the background color matches the color of the jerky's packaging. They also make it simple for consumers to build brand loyalty because they feel as though they are being seen and understood by these marketing materials.