Creative
Crystal Light: Can't Fake Sweet
LEGO: Reconnect With Childhood
KIDSAVE: Advocate for five
Kellogg's: Breakfast Box
Fifth Third Bank: Bank Young
Objective: Create a campaign for Crystal Light Pure that targets millennial women, and reinvents the product that they view as their mom's drink.
Insight: Millennial women don't like being told what to do, and they hate when men tell them to smile.
Campaign: The #CantFakeSweet campaign will tie Crystal Light Pure’s natural sweetener into a conversation that already exists on social media. The campaign will launch on International Women's Day with a Buzzfeed video encouraging women to use the hashtag #cantfakesweet to express their feelings about our insight. Key celebrities who are passionate about the topic, ex: Reese Witherspoon, Emma Watson and Nicki Minaj, will also be alerted to the hashtag.
Role: Copywriter, Account Planner and Creative Director
Objective: LEGO wanted to construct an ad campaign to differentiate themselves from competitors. Not only are there a number of competitors with similar products such as Mega Bloks, but the toy industry has also become saturated with high-tech toys that make it harder for basic building blocks to compete.
Insight: Parents do not want their children to become obsessed with tech toys and computer games.
Campaign: The Reconnect With Childhood campaign will illustrate that sentimental connection that many adults have with LEGOs, and speak to a concern about the pervasiveness of technology in the lives of their children.
In order to address the sentimental value of LEGOs, our ads highlight some of the most recognizable features of LEGO such as the blocks, the claw hand, the smiling head, etc. Not only will this tactic spark nostalgia, it will also combat the brand genericide mentioned in the brief by highlighting the quality, recognizable features already associated with LEGO.
Role: Copywriter, Account Planner and Creative Director
Objective: Generate more leads for hosting, giving and volunteering through a social program that generates a two-way conversation and leads to increased follower/fans for the Kidsave Summer Miracles program.
Insights: Families tend to trust adoption agencies with religious affiliations and parents are anxious about adopting children over the age of five.
Campaign: With these insights our team carefully constructed a tagline for Kidsave, “Bring Miracles Home.” The word “miracles” provides reassurance to those who are hesitant about adopting from an agency that isn’t faith-based. The tagline will pair with a hashtag campaign, #Advocatefor5, which will aim to illustrate that children 5 and older are still young and in need of adoption by starting a movement on social where people write their childhood memories at 5 on their hand, tag 5 friends to do the same and donate $5 to the organization.
Role: Copywriter, Account Planner and Creative Director
Objective: Increase sales volume (units sold) by 1% for Kashi and Special K products on Amazon, Wal-Mart and other e-retailers (Safeway, Peapod, etc) by 2016.
Insights: Ecommerce faces a problem with channel conflict. Products need to make sure they do not compete with their product within channels, and it is important to differentiate. Mar's customizable M&M's is a prime example.
Campaign: Our team will create customizable Special K snack boxes and become a competitor with Naturebox. To encourage trial, we will place ads on sites such as Women's Health, Hello Giggles and selected mommy blogging sites. Special K will encourage users to share their snacking experience with the hashtag, #specializedit.
Role: Account Planner and Creative Director
Objective: Create a campaign aimed at millennials ages 17-19 years old encouraging them to open up a student checking account with Fifth Third bank.
Insight: College kids make dumb decisions with their newfound financial freedom. There’s a learning curve that comes along with new experiences and starting a checking account is no exception.
Campaign: Using the slogan Bank Young this campaign will remind students that it’s ok if they aren’t yet masters of their financial freedom. The campaign will launch a series of comical ads that highlight some of the absurd purchases young people make and use the hashtag #centless to engage the target audience and remind them that Fifth Third Bank can help.
Role: Copywriter, Account Planner and Creative Director