How to write a festival poster? Remember these 11 common creative routines

In today's marketing field, people often use several types of marketing materials to communicate with consumers during various activities, important festivals, and even daily life. For example, creative posters, H5, short videos , TVC, etc.

Creative posters, in particular, are the form that most copywriters come into contact with the most when they first start working in marketing.

If a company wants to hold a press conference, you need to make countdown posters, posters for cross-border cooperation, and perhaps posters for spokespersons or KOLs . Important holidays, whether they are domestic traditional festivals and the 24 solar terms, or foreign festivals, such as Christmas , Halloween , and New Year (New Year's Day), more and more brands choose to make posters at such times.

The following table is the time node table that I listed at the beginning of the year for most brands to take advantage of in 2018.

Today's article is divided into two parts.

The first part is called selecting the copywriting perspective;

In the second part, I will share some good poster creative forms for everyone to accumulate.

When we talk about "copywriting perspective", it means from whose perspective we are writing the copy and who is your copy talking to. It's just like when we are writing an essay or reading a novel, we need to know whether we are speaking in the first person or the third person . The person we speak to determines the tone and manner in which we speak.

For example, when we need to write a series of poster copy for March 8th "Women's Day". We have to start thinking, whose perspective are we standing from?

"Say it to him/her": For example, on Women's Day, the poster that TaQu gave to its users was "Say it to him/her" as shown below. Because the customer base of the TaQu platform itself is mainly male customers (I personally don’t like the following idea, it feels a bit low, but it is still very obvious when used as an example).

Secondly, you can also choose to stand on the user's side, stand with the user, and use the first person to tell stories about "me" or express your attitude.

For example, the FOTILE brand used customers’ own stories to express themselves on Women’s Day in 2018.

The third way, from the brand’s perspective, is to “say to you”

1) From the brand’s own perspective, combine festivals with products, and directly tell customers what changes and benefits I can bring to you.

2) From the product perspective, tell your customers what “I” can help them achieve.

3) Stand in the perspective of old customers and share the shopping experience or product features with customers as a friend, and stand up for and endorse the products.

2. 11 common creative routines for posters

In addition to selecting a "copywriting perspective", many brands have fixed routines when making holiday posters. When you need to write a creative poster copy but are at a loss, you might as well open this article to quickly get simple and effective ideas.

Let’s take a look at the creative routines below:

1) Product puzzle

This idea should be the creative form brought about by Durex Weibo.

2) Words spelling out product shape

The origin of the idea is unknown, but it is true that many brands have begun to notice that their bottles are actually good visual identification symbols. Just like the shape of Coca-Cola 's glass bottle, it is a valuable brand asset of the Coca-Cola Group.

3) Use mascots to create creativity

When your brand happens to have a mascot. Then don't waste it. Foreign ones include Kumamon, and domestic ones include Three Squirrels and Haier Brothers.

4) Holiday posters in the form of a perpetual calendar

Before computers and mobile phones became popular, perpetual calendars were a must-have item in every home. So smart creative people borrowed the design concept of the perpetual calendar and turned it into a form that is easy to implement in holiday posters.

5) Inverted creativity

In the traditional advertising world, one way that masters often think of when coming up with creative ideas is to turn things upside down.

The following two ideas are not just reversed, but also cleverly use the meaning of Q in playing cards: Queen

6) Tell a joke or use a meme to make you smile

Durex's earliest dirty jokes, puns and obscene images have shaped Durex's current position in the social media circle.

At the same time, this skill has been gradually mastered by major brands. So now there are still many brands willing to be clever when it comes to creativity.

The creative content is even better than the original.

7) Creative ideas based on literal meaning

This type of creativity comes more from the copy itself. For example, when we talk about Goddess Day, to be more direct, the image of the goddess itself is a good idea.

8) Find the festival icon

Many Western festivals are more memorable than traditional domestic festivals from the perspective of visual symbols.

For example, when it comes to Christmas, the symbols that immediately come to everyone’s mind are Santa Claus, Christmas trees, reindeers, candy canes, and the combination of red and green.

For example, when it comes to Halloween, the colors that come to mind are purple, black, and gold, and the images include witches, vampires, and mummies, and the icon is the pumpkin lantern.

9) Use emojis and other forms to express yourself - speak your mind

Instead of saying in a meaningless way during the holidays: Happy holidays. In fact, there are many brands whose posters are more ambitious.

The brand hopes to touch a certain point among fans so that they will actively forward the Weibo post or poster, thus achieving secondary exposure.

To this end, using a down-to-earth form of expression like emoticons, coupled with insightful and interesting content, is a smart approach.

10) Get inspiration from movie posters

Many brands learn typography from movie posters. The following set of pictures are several brands’ tributes to movie posters.

11) When everyone is paying attention to A, we find another way to express the festival

We all know that May 4th is Youth Day. Many brands have come up with creative ideas from the perspective of "Youth Day", such as calling on young people to work hard, or combining them with hot words such as mourning culture or Buddhism.

But Coca-Cola and Durex have found another way to interpret May 4th as "Star Wars Day" every year.

May the 4th be with you is the code word for Star Wars fans, and it is also the homonym of May 4th.

Source: Shuying.com