After the initial talks with the ASEF organisation staff, we established two lines: the design line and the dead-line.
I design for all their needs: posters, banners, flyers, program booklets, etc… The first drafts featured personal product photos and the copywriter text:
The health club – a nutrition conference
Everyone decided to keep this concept and move forward, since the main target was females between 30 and 45 years, on the new Eco-Bio trend. The rest was easy: re-sizing, re-adapting and re-thinking.
I still feel that ad with the dirty construction worker would have gathered a larger number of visitors from the focus group. But this is just my own opinion.