A university adversing brief to persuade male, mid life crisis sufferers, to take up extreme ironing. Research concluded that, whether they realise it or not, middle aged men love nothing more to reminisce on the good old days and their misspent youth. Focusing on the demographic of 45-65 year olds, their

teenage years would have been between the 1970-90s. With this considered, I have branded and advertised extreme ironing using an aesthetic that resonates with other extreme sports of these decades. I took inspiration from skateboarding using a low-tech approach of collaging and hand written typography. I also played on the humorous side of the sport naming it ‘Revival of The Fittest’ and using puns as tag-lines such as; ‘let the adventure unfold’; ‘uncrease your inhibitions’; let off  some steam’ , and ‘feel the heat’. The advertising materials I created for this project included posters, a handbook explaining the sport, and more innovative ways of advertising such as fresheners, board stickers and iron shaped adverts on outdoor clothing that would be worn for the sport. The main elements of the campaign however are two stop motion animations, whereby the collages are constructed.