The Big Idea

OPI has always been a brand that is known for its collaborations with well known artist such as Nicki Minaj, The Kardashian’, Katy Perry, and even Justin Beiber. The company has also been doing a wonderful job on in creating collections that are in relation to movies; like their most recent collection; Oz the Great and Powerful. Using familiar faces as well as different types of media is a creative idea when running an ad in magazines and on billboards.  “An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design.“  (pg.68). OPI’s advertisement is straight to the point, it is a company that surrounds its advertising campaigns bases on peoples familiarity with the media. By using celebrities in an ad, we make a connection to the consumer’s daily life; they see a celebrity they admire and see that their nails are a certain color or they came out with a nail polish collection, they’ll be buying it off the shelves immediately. “Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through. Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action.” (pg 3) I had to ask myself how does my campaign of “Everyone Can be an Artist” set apart from what OPI’s loyal customers have seen before. So I started to think about real life scenarious when it came to painting my nails. Other than the painful waiting game of drying, I would always think of myself as an artist when I have the nail polish brush in my hands. Then I started to think; Do others feel the same way? So I started to think of a concept of what if a girl were to be doing a painting or numerous paintings around her apartment and she just couldn’t get it right. So she goes off with her frustration and starts painting her nails. And of course I went with this idea!

“Once you generate an ad idea, you need to evaluate it, testing it for functionality and creativity. Most ideas require refinement to strengthen them and to ensure they will work in practice.” (pg 76) I had to give this slogan and concept a lot of thought. How are people going to react when they see this type of ad in print!? They just might be shocked to see that OPI has gone a different route to advertise to their loyal customers. Or they can be super accepting and just go with the thought. Especially now, nail art seems to be the new sensation that is going around. Innovators have been using nail polish as an extra accessory, now the nail is consider a small canvas that is a new mean of expression. “In any discipline, from science to music, creativity is valuable. Creative thinkers have an advantage—they have nimble, flexible minds, able to solve problems in ways most cannot.” (pg. 33) When hearing the phrase “Everyone can be an artist” you can think of not one demographic but everyone as a whole. They can be a doctor, a musician, a mother, a chief or anyone else you can think of. The whole idea of this one phrase is for everyone to feel creative while they paint their nails; whether it’d be a solid color, or a pattern, or maybe even a simple drawing of a flower.  The feeling of creativity doesn’t lie within an artist or someone who works in the art field but it lies in all of us when we pick up a brush.