Client:

Clif Bar & Company produces energy foods and drinks designed for people with active lifestyles.

Challenge:

This set of banner ads needed to build Clif’s reputation as supporting healthy, athletic activities, and also drive viewers to enter a contest to win free product for a year.

Solution:

Several specific choices went into these spec banner ads: I used strong words that evoke power, vitality and authority to match Clif’s brand ethos and voice. The references to winning and dominating speak to the deep benefit customers can hope to gain from purchasing the product. The succinct calls to action break through other distractions viewers may be encountering to entice them to click through to enter the contest.