ron salmon portfolio

RON SALMON

ARTDIRECTOR

Poster

ARTDIRECTOR

RON SALMON

RON SALMON

ARTDIRECTOR

Poster/Martini Ideallyknownforit’sfashionablereputation,Martiniwantedtobuildonit’shistoryforbeingthechoiceofthebeautifulpeople.Thesepostersoriginallyranduringthecanfilmfestivalafewyearsago.Shotinblackandwhiteandprintedinsilver,thepostersstoodoutintheRivierasun.Thethemewasbasedonthestyleofpastmoviestars.Thetypographywasdesignedtoreflecttheposterdesignoffilmsofthestylishforties.Otherpostersinthecampaigncanbeseenoverthenextpages.Theseposterswereawardedforthereartdirectionandphotography.

RON SALMON

ARTDIRECTOR

Poster/Martini

RON SALMON

ARTDIRECTOR

Poster/Martini

RON SALMON

ARTDIRECTOR

Poster/MercedesBenz/Park. “Forwhoeveryouare”thispropositiongavetheteamandIthechancetoexplorethelifestyleofthemoderndayMercedesBenzcustomer.ThisadwaspartofacampaignwhichwentoutinlifestylemagazinesandSundaypress.It’smainfocuswastoshowhowthenewrangeofMercedesBenzfitintothewayyoulive.Thisideawasextendedonline,whereyouwereaskedaseriesoflifestylequestions.AMercedesBenzwasthensuggestedfromtherangewhichmatchedyourlifestyle.

RON SALMON

ARTDIRECTOR

Poster/MercedesBenz/NewE-Class. ThenewE-Classistheluxurycarthatsetsthestandardforallluxurycars.It’snewtechnologyandsafetystandardssetthepaceforit’srivals,butwiththenewtwistinit’spricing,italsomeantthataffordingsuchluxurywasnowavailabletomorepeople.Thisposterwaspartofthe“Forwhoeveryouare“proposition,backedbyTV,radioandonlinepresencewemanagedtotargetit’snowwideraudiencewithgreateffect.

RON SALMON

ARTDIRECTOR

PressCampaign/NissanUK. TheNissanPatrolistheworkhorseoftheir4x4range.Aimedatamasculinehalfofthe4x4market,thiscampaignsetsouttofeaturethemanyattributesofthePatrol.Theseadsfeaturedinweekendsuplimentsandcarmagazines.

RON SALMON

ARTDIRECTOR

PressCampaign/NissanUK. TheNissanPatrolistheworkhorseoftheir4x4range.Aimedatamasculinehalfofthe4x4market,thiscampaignsetsouttofeaturethemanyattributesofthePatrol.Theseadsfeaturedinweekendsuplimentsandcarmagazines.

RON SALMON

ARTDIRECTOR

PressAd/HypoVereinsBank. HypoVeriensBankisafinancierofbigbusiness,theyarethenumberoneGermanplayerwhenitcomestoassetmanagementandwithover111billionineuropeaninvestmenttheyarethelargestfinancierforSME’sinGermany.Thestrapline“Mitunslautnachdenken”directlytranslatedmeans“Thinkloudlywithus”andthefishinganalogysuggeststhedifficultyinbeingintherightmarketattherighttime.Thisadoutlinestheabilitytobeonthenextfinancialgainwiththeadvisethisbankcanprovideandthusisspeakingtofinanciersandthewealthyentrepreneurs.Theadswerepartofapaneuropeancampaign,aimingtoattractmorebigcustomers.

RON SALMON

ARTDIRECTOR

PressAd/HypoVereinsBank

RON SALMON

ARTDIRECTOR

PressAd/Martini...Theseadswereshotforfashionpress.Theadsaredeliberatelyabitedgy,italladdsuptotheexoticworldofit’stargetmarketineuropeandtheUS.Thethreedotseludetotheprovokingthoughtofwhathappenednext.Theposteronthefollowingpageispartofthesamecampaign.

RON SALMON

ARTDIRECTOR

PressAd/Martini...

RON SALMON

ARTDIRECTOR

DesignBDDHCredentials/PartnersColumnsdesign.AsheadofArtatPartnersAndrewsAldridge,Iwasinvolvedinallinternalcommunications.Workingwithateamofdesigners,wecameupwiththisseriesofbrochuresandcasestudiestoselltheagencysdesignarm.Aswellasartdirectionofthework,thenextspreadfeaturessomeofmyworkonHarleyDavidson.

RON SALMON

ARTDIRECTOR

InsideSpreadBDDHDesignPortfolio/HarleyDavidson.

RON SALMON

ARTDIRECTOR

DesignBDDHCredentials/CaseStudy.EachcasestudyfeatureddesigncampaignsandmarkswhichthePartnersgroupworkedwith.Theyalsofeaturedbrandandadvertisingcasestudies.Travelcare,onthenextpagewasabrandwhichIoversaw.OwnedbyCO-OPgroup,itwasthebar-gaintravelarmensuringvalueandgreatdestinations.Examplesoverpageshowmyworkonthewebsite,andthemanagementofthemarkitself,whichwasguidedbystrictdesignguidelineswhichaspartofateammanagedbymyselfandtheheadofcopy,wereputinplace.

RON SALMON

ARTDIRECTOR

DesignBDDHCredentials/CaseStudy.EachcasestudyfeatureddesigncampaignsandmarkswhichthePartnersgroupworkedwith.Theyalsofeaturedbrandandadvertisingcasestudies.Travelcare,whichIoversaw,isownedbytheCO-OPgroup.Thisisthebargaintravelarmensuringvalueandgreatdestinations.Thiscasestudyshowsmyworkonthewebsiteforthebrand,andthemanagementofthemarkitself,whichwasguidedbystrictdesignguidelines,whichaspartofateam,managedbymyselfandtheheadofcopy,wereputinplaceforbrandconsistency.

RON SALMON

ARTDIRECTOR

PressAdDebenhamsFashion.IntheearlynaughtiesDebenhamstooktheboldmoveofrepositioningthemselvesasBritain'sfavoritedepartmentstore.Inabidtoattractmorehighprofiledesigners,andthereforeabetterchoiceofproducts,wedesignedahousestylewhichwecouldadaptasneededtoadvertiseeverythingfromhomeweartohighfashion.Thesearetwoexamplesofthelaunchcampaign.

RON SALMON

ARTDIRECTOR

PressAdDebenhamsFashion

RON SALMON

ARTDIRECTOR

DirectMail/HultonGetty. HultonGettyholdsomeoftheworldsoldestimages,andsomeoftheworldsmostcurrent.Mytaskwastoinformthecreativeofthisworldofbothfactsandpersuadethemtousetheserviceforstockphotography.Theresultwasoversizedpostcards,ascreativelikestickingthingstothewallsofthereoffices,Iusedthismethodtoadvertisetherangepfpicturesavailabletothecreativeindustry.Alsobybuildingtheageoftheshotintothemailingmadetheoveralleffectmoreengaging.Thereverseofthepostcardsdeliveredtheinformationandcopyforthemailer.

RON SALMON

ARTDIRECTOR

DirectMail/HultonGetty. HultonGettyalsohadmanyservicesavailablewhichthecreativeindustryneededtobeinformedof.Thismailer,whichagainwasdesignedtobestuckonawall,carriedinformationabouttheredigitisingserviceofferedtorestoreoldphotography.Whilstoverpage,themailerinformedcreativeabouttheindexingserviceavailableforspeedysearches.

RON SALMON

ARTDIRECTOR

DirectMail/HultonGetty. HultonGettyalsohadmanyservicesavailablewhichthecreativeindustryneededtobeinformedof.Thismailer,whichagainwasdesignedtobestuckonawall,carriedinformationabouttheredigitisingserviceofferedtorestoreoldphotography.Whilstoverpage,themailerinformedcreativeabouttheindexingserviceavailableforspeedysearches.

RON SALMON

ARTDIRECTOR

Poster/TheKennelClub. Establishedoveronehundredyearsago,theKennelClubhasestablisheditselfastheauthorityonallthingsdog.Theyformedthebiggestdogshowintheworld,betterknownasCrufts,andtheystrifetomakearealdifferencefordogs.Thiscampaignwasanawearnessexcersisetoeducatethegeneralpublicabouttheworktheydo.Theydosomanythingsthatitisalmostimpossibletotellthepublicinanadoraposter,sotheideawastolinkthepublicwiththeirwebsite,whereawealthofknowledgewouldbefound.Radio,Directmail,andonlineviralswerealsousedtofinishthestoriesseenliketheoneabove.Thishasbeenaverysuccessfulcampaign,andanextensiontothecampaignisplanned.

RON SALMON

ARTDIRECTOR

Pressad/TheKennelClub

RON SALMON

ARTDIRECTOR

DirectMail/ThreeBarrelsBrandy/Diageo. ThreeBarrelswhiskywantedtoextendit’smembersbase,recentresearchhadshownusthatdrinkersofthisproducthadtherespecialplace,timeofday,orchairwheretheywouldsavorthetasteandreflectonthingsmeaningfultothem.ThisisaMGMpack,thetypographywasusedinavisualelementtoportraytheideathatthiswasaspecialtimeofdayfortheconsumer.Ontheinsideofthepackonthecoverofthemailer,asunshadewasformedintypetoindicatetheprizeofaholiday,Aletterandaformtodatacapturewasusedtoformtheinnardsofthepack.

RON SALMON

ARTDIRECTOR

DirectMail/ThreeBarrelsBrandy/Diageo. ThispackwasdesignedtowellcomethenewcustomersofThreeBarrels.Thetypeonthepackagingreflectedthevaluesofatypicalmember.Accord,Family,Harmonyetc.WhilsttheCDcarriedmusictoenjoytheexperienceto,mainlymusicfromtheiryouth.Datacapturewasusedagainandadrawwasdevisedwheretheprizewasaveryexpensivedecanter.

RON SALMON

ARTDIRECTOR

PharmaceuticalCampaign/GSK. GSKcarriedoutasurveytotryanddeterminethelevelsofAsthmaintheUK.Whattheyactuallyfound,wasthatahighpercentageofsocietybelievethattheyareincontroloftheirAsthma,andarenot.TheAsthmacontroltestwasdevisedbyGSKtotryanddetectthesepeopleandgivethemtherighttreatment.Twoaudiencesweretargeted,Doctorsandconsumers,doctors,tosuggestthetesttoanyonewhoseemedasthoughtheyneededhelp.Andconsumers,whohavethesymptomspointedoutinthecommunications.Theidea,asimpletest,theansweraimingattryingthetesteachtime.Ichosetheillustrationstyletomakeaheavysubjecteasiertotakeonboard,andmoveawayfromtraditionimagesusedinthissector.

RON SALMON

ARTDIRECTOR

PharmacuticalCampaign/GSK/

RON SALMON

ARTDIRECTOR

PharmaceuticalCampaign/Sensodyne.Thethingsweeatandlovecanharmourteeth,asciderosionisthewearingdownofourenamelonourteeth.Andit’scausedbyWineandotherfoodshighinacid.Thisadwasdesigntomaketheconsumerawareofthisproblem,itwastheprecampaigntothemaincampaign,whichyoucanseeoverleaf.

RON SALMON

ARTDIRECTOR

PharmaceuticalCampaign/Sensodyne. ThesolutiontoAcidErosion,ProNamel.ThiscampaignwentoutinnationalpressandwassupportedbyTVwhichwashandledbyourmainMcCannsagency.

RON SALMON

ARTDIRECTOR

Pressandonlinebanner/BBCWorld.BBCWorldisthebusinesstravellerslinktotheukandworldnewsasithappens.Thesebannerswheretocommunicatethenewsprogramsonthechannel.Theycouldbeenadaptedtopressadsandaspopupbannersonline.

RON SALMON

ARTDIRECTOR

PosterCampaign/BBCWorld.Thispostercampaignwasaimedatthebusinesstraveller,it’smainfunctionwastopromoteitselfontheimpartialbroadcastingthechannelisknownfor.It’srivals,suchasCNNdealwiththedramaofbroadcastingandsotheBBCwantedtoaverystraighttalkingcampaignwhichwasalsoidentifiedwiththeintelligenceofit’sviewers.Asanartdirector,Icanalsowriteaheadline,theseexamplesdemonstratethis.

RON SALMON

ARTDIRECTOR

PosterCampaign/BBCWorld.Ihopethiscollectionshowsthebreadthanddepthofmyexperience.Ibelievethattheideaiskingandwiththeex-perienceIhavegained,IamnowreadytomoveintoacompanyIwouldliketomakemycreativehome.

THANKS !