Task : Create a print ad for the pgLang Light Phone.
Audiencev: Social media-addicted Gen Z and millennial consumers
Background : PGLang is an independent multidisciplinary creative communications company specializing in music and visual media production. It was founded by Kendrick Lamar and Dave Free in 2020 and is headquartered in Los Angeles. The pgLang Light Phone is an unlocked, 4G LTE mobile phone. The pgLang Light Phone has no web browser or social media apps. It can call, text, set an alarm, and be used as a hotspot. There are also add-on tools that include a music player, notes, a calculator, directions, and more. It's a simple phone with a few essential tools. It uses a unique e-ink display and has a completely custom typographic-based interface.
The pgLang Light Phone will never have social media, internet browsing, email, news, or ads. There are no infinite feeds. The phone’s tools are intentional, and there is a clear objective in opening the tool. There will never be an infinite feed. The small black-and-white screen of the device reflects this philosophy and inherently limits the phone's functionality..
There is a growing movement among Gen Z to do away with smartphones and revert to “less smart” phones like old-school flip and slide phones.
Inspiration
Minimalist Design:
The phone itself is depicted with a simple, clean e-ink display, which is reminiscent of early e-readers or basic mobile phones. This design choice highlights a focus on essential functions rather than multimedia capabilities. The overall aesthetic of the ad, including the typeface and the monochromatic color scheme, reinforces the idea of stripping away the unnecessary.
1980s Advertisement Inspiration:
Bold, Directive Slogans:
The phrase "QUIT THE DOOM SCROLL." is reminiscent of the bold, straightforward slogans that were a hallmark of 1980s advertising. Advertisements from that era often featured strong, imperative statements that urged viewers to take action, similar to how this ad encourages a decisive break from modern smartphone habits.
Minimalistic, High-Contrast Design:
The use of a stark background with minimal visual elements and high-contrast text evokes the clean and uncluttered style seen in 1980s print ads. This design choice focuses the viewer's attention on the message and the product itself, without unnecessary distractions.
Product-Centric Imagery:
Like many 1980s ads that showcased products in a straightforward manner, this ad prominently features the phone itself, held in a hand, with no other extraneous elements. The focus is purely on the functionality and design of the phone, similar to how 1980s ads would often highlight the physical attributes and unique selling points of products.
Connection to the Gen Z Movement:
Digital Detox and Mindfulness: There is a growing trend among Gen Z towards digital detox, mindfulness, and mental well-being. Many are recognizing the mental health toll that social media and constant notifications can have. This phone offers a solution that aligns with those values.
Nostalgia and Authenticity: There’s also a wave of nostalgia for older technologies that were simpler and more tangible. Gen Z is drawn to authenticity, and "less smart" phones like flip phones or devices like this Light Phone tap into that desire for a more authentic, less cluttered digital experience.
Rebellion Against Big Tech: By rejecting the standard smartphone ecosystem, which is heavily dominated by big tech companies, this movement also embodies a form of rebellion against the perceived control and manipulation that these companies exert through algorithms and ads.
