ADVERTISING CAMPAIGN / ART DIRECTOR, DESIGNER / 2017–2018
ADVERTISING CAMPAIGN / ART DIRECTOR, DESIGNER / 2017–2018
ADVERTISING CAMPAIGN / ART DIRECTOR, DESIGNER / 2017–2018
ADVERTISING CAMPAIGN / ART DIRECTOR, DESIGNER / 2017–2018
ART DIRECTOR, DESIGNER / 2017–2018
MICHIGAN FORESTRY
MICHIGAN FORESTRY
MICHIGAN FORESTRY
MICHIGAN FORESTRY
MICHIGAN FORESTRY
Healthy, managed forests provide clean air and water, shelter for wildlife, create countless products and support the economy. Our research revealed that Michigan residents struggle to understand how forestry impacts their lives. As attitudes shift toward pursuing more environmentally responsible lifestyles, it was vital that the Forest Resources Division of the Michigan DNR educate the people of Michigan about why forestry is good. To help the Forest Resources Division, my team and I created a campaign to explain the benefits of forestry and all the reasons why you need a tree.
As a result, 87% of Michiganders believe that forests should be actively managed—up from 81%. 83% of Michiganders believe that healthy forests are important to create jobs in Michigan—up from 76%. 22% more Michiganders agree that cutting down trees is necessary to meet important human needs.
All paper used in this campaign was recycled and generously donated by French Paper Co.
Healthy, managed forests provide clean air and water, shelter for wildlife, create countless products and support the economy. Our research revealed that Michigan residents struggle to understand how forestry impacts their lives. As attitudes shift toward pursuing more environmentally responsible lifestyles, it was vital that the Forest Resources Division of the Michigan DNR educate the people of Michigan about why forestry is good. To help the Forest Resources Division, my team and I created a campaign to explain the benefits of forestry and all the reasons why you need a tree.
As a result, 87% of Michiganders believe that forests should be actively managed—up from 81%. 83% of Michiganders believe that healthy forests are important to create jobs in Michigan—up from 76%. 22% more Michiganders agree that cutting down trees is necessary to meet important human needs.
All paper used in this campaign was recycled and generously donated by French Paper Co.
Healthy, managed forests provide clean air and water, shelter for wildlife, create countless products and support the economy. Our research revealed that Michigan residents struggle to understand how forestry impacts their lives. As attitudes shift toward pursuing more environmentally responsible lifestyles, it was vital that the Forest Resources Division of the Michigan DNR educate the people of Michigan about why forestry is good. To help the Forest Resources Division, my team and I created a campaign to explain the benefits of forestry and all the reasons why you need a tree.
As a result, 87% of Michiganders believe that forests should be actively managed—up from 81%. 83% of Michiganders believe that healthy forests are important to create jobs in Michigan—up from 76%. 22% more Michiganders agree that cutting down trees is necessary to meet important human needs.
All paper used in this campaign was recycled and generously donated by French Paper Co.
Healthy, managed forests provide clean air and water, shelter for wildlife, create countless products and support the economy. Our research revealed that Michigan residents struggle to understand how forestry impacts their lives. As attitudes shift toward pursuing more environmentally responsible lifestyles, it was vital that the Forest Resources Division of the Michigan DNR educate the people of Michigan about why forestry is good. To help the Forest Resources Division, my team and I created a campaign to explain the benefits of forestry and all the reasons why you need a tree.
As a result, 87% of Michiganders believe that forests should be actively managed—up from 81%. 83% of Michiganders believe that healthy forests are important to create jobs in Michigan—up from 76%. 22% more Michiganders agree that cutting down trees is necessary to meet important human needs.
All paper used in this campaign was recycled and generously donated by French Paper Co.
Healthy, managed forests provide clean air and water, shelter for wildlife, create countless products and support the economy. Our research revealed that Michigan residents struggle to understand how forestry impacts their lives. As attitudes shift toward pursuing more environmentally responsible lifestyles, it was vital that the Forest Resources Division of the Michigan DNR educate the people of Michigan about why forestry is good. To help the Forest Resources Division, my team and I created a campaign to explain the benefits of forestry and all the reasons why you need a tree.
As a result, 87% of Michiganders believe that forests should be actively managed—up from 81%. 83% of Michiganders believe that healthy forests are important to create jobs in Michigan—up from 76%. 22% more Michiganders agree that cutting down trees is necessary to meet important human needs.
All paper used in this campaign was recycled and generously donated by French Paper Co.
DIGITAL BILLBOARDS
DIGITAL BILLBOARDS
DIGITAL BILLBOARDS
DIGITAL BILLBOARDS
DIGITAL BILLBOARDS
Using digital billboards gave us the opportunity to continuously update our outdoor ads throughout the campaign. Whether it be according to weather or special events, we were able to adapt our ads within minutes to better captivate our audiences.
Using digital billboards gave us the opportunity to continuously update our outdoor ads throughout the campaign. Whether it be according to weather or special events, we were able to adapt our ads within minutes to better captivate our audiences.
Using digital billboards gave us the opportunity to continuously update our outdoor ads throughout the campaign. Whether it be according to weather or special events, we were able to adapt our ads within minutes to better captivate our audiences.
Using digital billboards gave us the opportunity to continuously update our outdoor ads throughout the campaign. Whether it be according to weather or special events, we were able to adapt our ads within minutes to better captivate our audiences.
Using digital billboards gave us the opportunity to continuously update our outdoor ads throughout the campaign. Whether it be according to weather or special events, we were able to adapt our ads within minutes to better captivate our audiences.
GRASSROOTS
GRASSROOTS
GRASSROOTS
GRASSROOTS
GRASSROOTS
125,000 drink coasters were distributed at restaurants, bars and other venues in the greater Detroit area. QR codes link to different forestry-related trivia and educational videos.
125,000 drink coasters were distributed at restaurants, bars and other venues in the greater Detroit area. QR codes link to different forestry-related trivia and educational videos.
125,000 drink coasters were distributed at restaurants, bars and other venues in the greater Detroit area. QR codes link to different forestry-related trivia and educational videos.
125,000 drink coasters were distributed at restaurants, bars and other venues in the greater Detroit area. QR codes link to different forestry-related trivia and educational videos.
125,000 drink coasters were distributed at restaurants, bars and other venues in the greater Detroit area. QR codes link to different forestry-related trivia and educational videos.
BEHIND-THE-SCENES
BEHIND-THE-SCENES
BEHIND-THE-SCENES
BEHIND-THE-SCENES
BEHIND-THE-SCENES
The teams at Ahptic and Güd Marketing had to improvise when we realized our set needed to double in size. Quick-thinking, extra craft paper and 1 x-acto knife injury only put us an hour behind schedule.
The teams at Ahptic and Güd Marketing had to improvise when we realized our set needed to double in size. Quick-thinking, extra craft paper and 1 x-acto knife injury only put us an hour behind schedule.
The teams at Ahptic and Güd Marketing had to improvise when we realized our set needed to double in size. Quick-thinking, extra craft paper and 1 x-acto knife injury only put us an hour behind schedule.
The teams at Ahptic and Güd Marketing had to improvise when we realized our set needed to double in size. Quick-thinking, extra craft paper and 1 x-acto knife injury only put us an hour behind schedule.
The teams at Ahptic and Güd Marketing had to improvise when we realized our set needed to double in size. Quick-thinking, extra craft paper and 1 x-acto knife injury only put us an hour behind schedule.
CREDITS
CREDITS
CREDITS
CREDITS
CREDITS
Agency: Güd Marketing
Agency: Güd Marketing
Agency: Güd Marketing
Agency: Güd Marketing
Client: Michigan DNR - Forest Resources Division
Client: Michigan DNR - Forest Resources Division
Client: Michigan DNR - Forest Resources Division
Client: Michigan DNR - Forest Resources Division
Creative Director: Joel Newport
Creative Director: Joel Newport
Creative Director: Joel Newport
Creative Director: Joel Newport
Associate Creative Director: Amy Bond-Nelson Moore
Associate Creative Director: Amy Bond-Nelson Moore
Associate Creative Director: Amy Bond-Nelson Moore
Associate Creative Director: Amy Bond-Nelson Moore
Junior Art Director: Lauren Cutler
Junior Art Director: Lauren Cutler
Junior Art Director: Lauren Cutler
Junior Art Director: Lauren Cutler
Copywriter: David Busch
Copywriter: David Busch
Copywriter: David Busch
Copywriter: David Busch
Production/Animation: Ahptic Film & Digital
Production/Animation: Ahptic Film & Digital
Production/Animation: Ahptic Film & Digital
Production/Animation: Ahptic Film & Digital
Production/Animation: Ahptic Film & Digital
RECOGNITION
RECOGNITION
RECOGNITION
RECOGNITION
RECOGNITION
2018 Gold Telly Award – Regional TV, Campaign, Not-for-profit
2018 Gold Telly Award – Regional TV, Campaign, Not-for-profit
2018 Gold Telly Award
2018 Gold Telly Award – Regional TV, Campaign, Not-for-profit
2018 Gold Telly Award
2018 Silver Local ADDY Award – Regional TV Campaign
2018 Silver Local ADDY Award
2018 Silver Local ADDY Award – Regional TV Campaign
2018 Silver Local ADDY Award
Lauren Cutler
Lauren Cutler
Lauren Cutler
Lauren Cutler
Lauren Cutler
Art Director & Graphic Designer
Art Director & Graphic Designer
Art Director & Graphic Designer
Art Director & Graphic Designer
Art Director & Graphic Designer
All Work © 2018 Lauren Cutler
All Work © 2018 Lauren Cutler
All Work © 2018 Lauren Cutler
All Work © 2018 Lauren Cutler
All Work © 2018 Lauren Cutler