Workshop: The Typewriter, Coming Soon!

This last Monday, our group worked with tying to re-imagine the typewriter campaign to advertise to the new generation, bringing the typewriter out of the obsolete and into the hip, new, now. Unfortunately our target audience was seniors so we couldn't do any of those things and instead focused on what made a type writer a classic instrument for use for elder people. Seniors and in need of a professional writing utensil that doesn't use any of that new fangled stuff called electricity and the computing boxes attached to it! 

We kept our advertising channels as Television commercials, newspaper adverting and radio advertising, avoiding most of the social media outlets that older generations are not plugged into. Rife with nostalgic references, our advertising would tap into not only the classic noises, motions and use of the mechanical typewriter, but also the practical uses of such a device in an age enslaved to their devices battery power. All were straight up modeled after mac commercials, taking a minimalist approach to a vintage/classic vibe of the typewriter. The campaign itself not only brings out the strong sense of nostalgia, but also the bold new vision for using the typewriter in an all digital age.

We stuck to our main slogan for most advertisements, "No batteries, No Distractions, Just Your Own Thoughts". We would highlight the sounds and tactile satisfaction of using such and analog machine, as well as downplay the need for anything else, like wifi or other useless features when trying to make a simple word document. Formatting issues and other problems associated with using word processors are contrasted against the simple movements of moving the paper on the machine itself, conveying the devices intuitiveness and immediacy.