Once again, Vanguard Direct will be a part of your daily routine. The next time you are passing by a phone kiosk a new promotion for National EMS Week will be sure to catch your eye.
Assembling the Pieces
Created by Vittoria Semproni, the project was a fairly quick turnaround.
Semproni said there were two original directions discussed with the Fire Department of New York City for the phone kiosk and smaller poster. Both included the elements of EMTs demonstrating how they bring a person back to life, an electrocardiogram and the FDNY’s new ambulance. The difference resided in whether or not to place a Manhattan location in the background.
Originally, various images for the posters were taken by the FDNY and sent to VGD. These images were integrated into a number of mock-up posters before being presented to the client. After a modified concept was agreed upon, the FDNY conducted a final photo-shoot and sent the results to VGD. The final poster is pictured below.
FDNY EMS Division Chief Rosario Terranova worked with Vanguard on the project. He said, through a series of brainstorming sessions, through “a lot of handholding and really a lot of assistance,” Vanguard Direct and the FDNY were able to create a campaign that celebrates the work of current employees as well as helps recruit prospective applicants.
Off to the Printer
After Semproni finished the design, it was sent to Cari Frederico. Frederico said she then sent the design off-site to two separate plants. The products were sent back to Vanguard for a last look. Soon after, it was sent to the posting company to be shipped throughout the five boroughs.
The entire process took about ten days, Frederico said.
10 Years in the Making
But this poster was not Vanguard Direct’s first encounter with the FDNY.
Director of Creative Services, Kevin Green, said Vanguard Direct had worked with the FDNY to design and print various projects. However, the FDNY had designed their campaigns internally prior to the 2013 EMS Week Poster.
Due to the relationship going back almost a decade, Terranova said VGD was their first call.
While the FDNY had concepts and general ideas for the poster, they were not fully equipped at the time to turn it into reality, said Terranova. He then explained how the FDNY came to Vanguard at the “11th hour” last year and were so happy with the results that they immediately chose VGD again for this campaign. The 2013 poster is pictured to the below.
Green said an estimated 2 to 2.5 million people in New York City saw the poster during its 3-month shelf life. One can expect this year’s poster to have similar public approval.
Past and Present
“This one I think is better in telling their story – last year was more exciting,” said Green.
He also said the 2014 poster demonstrated that EMS has people who are expertly trained to take care of your life, while the 2013 poster showed that there is an army of people ready taking care of your health.
Terranova said he could not be happier with this year’s campaign and Vanguard Direct overall.
Keep your eyes open for the poster! It will be displayed in more than 300 locations throughout Manhattan.
Author: Jaclyn Saumell