Copa Mundial

To showcase my bilingual skills and my love for fútbol....dónde vas a estar sentado?

Rollerblade

What's better than a beautiful summer day, blue skies, and not a care in the world? A game of street hockey with your neighborhood pals that last for hours, complete with all the proper trimmings of a professional game. Ideally a 2 page spread. Art Direction by Sarah Tucker.

Lifesavers

The sweetness of Lifesavers can help any chum who's down on his luck turn his frown upside down. (I'm in a cliche mood, sorry guys). Art direction by Sarah Tucker

Windex

A saga featuring the forgetful and paranoid Flloyd, and the level-headed and patient Carl, and what happens when their fish bowl Gets Windexed. Art Direction by Sarah Tucker.

Post It- Ideas that Stick

The History of the Post It:  Dr. Spencer Silver developed a unique, repositionable adhesive, but the 3M scientist didn’t know what to do with his discovery. Then, six years later, a colleague of Dr. Silver, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal.

The first and last of its kind, this product escalated paper to new levels, and the simple innovation lead to an entire new paper frontier. What other ideas has Post-It inspired? Check out the "Ideas that Stick" campaign below to find out. Art direction by Sarah Tucker. 

Chapstick

The idea behind this campaign started with the idea that lip balm is constantly being lost, whether it be in random jean pockets, tossed in the washer and dryer, or dropped on the sidewalk. But it's such a necessity that it deserves to be appreciated more. Here's what Chapstick had to say... Art direction by Sarah Tucker.

JC Penny

Targeting women ages 24-35, most particularly those about to get engaged and/or married, planning or having a baby, or starting a new job, JC Penny wants to let them know that they have everything these women need to start something new. Here are the first two ads in the campaign. 

Kilcully's Microbrew Beer-From Nashville to Cleveland

This weekend, I applied to an ad agency for a position of a copywriter in their summer internship in Chicago. The brand, Kilcully's beer doesn't exist, but I like the resulting print ads/campaign. The goal was to create a campaign (original body copy, image, tagline) that gets beer drinkers in Cleveland to try Kilcully’s, 12 microbrew beers that all Nashville drinkers love, especially when listening to the likes of Willie Nelson or Shooter Jennings. The objective of the campaign, the resulting two print ads, and guerilla marketing/PR events follow. 

Objective: We need to target the hipsters of Cleveland in the 21-35 year old market because they are the trendsetters, constantly looking for new things to delve into and claim as their own and to set them apart. We need to show the hipsters of Cleveland the authenticity of Kilcully’s beer by exposing the back-story of its musical Nashville roots-where the beer has been, what it’s seen and, whom it has encountered. We will do this by giving each microbrew its own personality, its own voice and story of the musical journey it’s been on, showing the individuality of the beer while tapping into the authenticity of Kilcully’s beer. 

Develop two buzz ideas (stunts/PR executions that get people talking).

            For my on-the-street buzz idea, I would take a crew of a dozen (like the amount of different microbrews Kilcully’s has) brand representatives down to Euclid Avenue, each representing a different microbrew, showcasing the variety and personality of the beers through their attire (cowboy boots, hat and a denim jacket with “I am Kilcully’s” embroidered on the back) and their own stor. Every half hour, each representative will have a different story (same copy as the print ad’s and labels, but extended) to perform in the middle of the Public Square, and each script will end with “I am Kilcully’s” spoken in unison by the performers followed by grabbing and enjoying their particular beer from a cooler stocked full of Kilcully’s. Once this is done, samples of the beer would be distributed to on-lookers and passers-by via more beer bottles or an on-scene beer tent.

            For my bar buzz idea, I would have twelve country tracks (one for each type of microbrew) with the likes of Willie Nelson (On the Road Again), Johnny Cash (Ring of Fire), Shooter Jennings (4^th of July), etc, put onto a CD each with a voice over laid on top of the music, each telling the same story of the beer that the representatives did on the street, further creating the individual identity of the microbrews and the overarching authentic feel of the brand. I would have this CD played in the bathrooms of the popular hipster bars (Great Lakes Brewing Company, Melt Bar and Grilled, Prosperity Social Club, Nighttown, Momocho Mod Mex, The Lava Lounge) that serve Kilcully’s, instead of the usual music. This way it doesn’t interrupt the goings-on in the bar, and it will most certainly grab people’s attention, and hopefully arouse so much intrigue that the customers will want to try the beer.

Develop a local Kilcully’s event 

            Every year, Cleveland Metroparks and Cleveland Zoo put on an “Earth Fest Party for the Planet.” We could leverage this already established event and pair with them to help bring in a varied audience, including the 21-35 year old hipster market, who are very Green Conscientious and love their local tunes. We charge local bands an entrance fee (small enough so it’s easy to get a lot of bands and big enough to get a considerable amount to donate to the charity) to play a 30 minute set, and a $5 fee plus whatever else they would like to donate to EcoTrust (an organization that invests in economic, social and environmental innovation) and this way bring more traffic into the Zoo, more awareness to Going Green, and more attention to Kilcully’s.

Further Activation

            Other ways I would reach the target would be another guerilla marketing campaign, where I would write the stories of the beers on the insides of bathroom stalls in the hipster hangouts of Cleveland, directing them to the website to find out more about the beer and where they can find it. Another idea would be to write the stories on the sidewalks around Cleveland, having the script lead them to bars that serve Kilcully’s. Online promotions would include a YouTube channel with all the songs and stories from the previously mentioned CD, with music videos and live shows of the singers being the visual. I think it would be important to pair up with Rolling Stone, Spin Magazine, and Pitchfork.com in order to advertise with them and let the Musical In Crowd know what’s coming to their town and where they can go to be the first to tap into authenticity.

           

McDonald's New Angus and Caramel Mocha-en español!

Seeing as I have interned at McDonald's corporation for the past two summers and I've fallen in love with the country of Argentina, I decided to fuse my two passions into an advertisement. I wanted to make two advertisements for the Argentinean consumer of McDonald's for the new Angus Burger as well as the Caramel Mocha. Using phrases unique to Buenos Aires, I tied the headline into the last sentence of the body copy to bring the entire advertisement together. "Disfruta Che" stemms from the still surviving spirit of Che Guevara y "Que bonito vos sos" stems from the incredible passion they have for beautiful things, and how they never pass up an opportunity to say so. For you non-Spanish speaking folk, each body copy basically describes the ingredients of the particular product, then the last sentence varies in each ad. The last sentence in the first print ad reads "Este es el sabor que queda para siempre," or "This is the flavor that lasts forever." The last sentence of the second print ad reads, "Este es el sabor de pasión," or "This is the flavor of passion." 

Comedy Central

Here's an ad I did for Comedy Central (before the re-branding) targeting the 18-25 year olds who watch South Park/Tosh.O, want to keep up with what's going on in the world but are sick of all the biased news stations and therefore biased stories. I wanted to encourage them to choose Comedy Central not only for their shows, but for their news as well (John Stewart and Steve Colbert). 

Lexus

The challenge behind this Lexus ad was to target a minority audience, in my case the Asian-American community. The resulting image evolved from the highly valued virtue of respect in this culture, while maintaining the high status and quality that Lexus is associated with.

Legal Grind

Legal Grind is a law firm, offering many different legal services ranging from divorce, bankruptcy, criminal, social security, personal injury, small claims, sexual misconduct and many more. The existing campaign is a series of print ads that play of the 'grind' and use coffee images to represent different types of legal services. My original addition to the series is below. 

Hot Tamales

70% of all advertising is for packaged goods. Here is a general campaign for Hot Tamales. There was no creative brief, thus no specific target audience, or tagline that needed to be in place. My original campaign 'Raise the alarm' stemmed from the fiery hot flavor of the cinnamon candies. Take a look.  Click on image to zoom and read the body copy.

Ver de Noche

In the Spring semester of 2010, I worked at a marketing agency called Ver de Noche in Buenos Aires, Argentina as well as studied at la Universidad de Austral. Though I wont bore you with the details of every unbelievably awesome moment of that time period of my life (seeing as I blogged my stories via www.katiegoestoargentina.tumblr.com I like the 'Perito Moreno' entry) I will show you what I worked on while at Ver de Noche that includes a monthly newsletter, as well as work for clients including Johnson & Johnson and Nescafé.

In regards to Johnson & Johnson, our objective was to come up with a strategy that would increase the public's awareness of Johnson & Johnson's corporate responsibility, and to integrate that objective with an incentive to reward their loyal customers. Our creative brief (in English and Spanish) is below. Please keep in mind that this was due at the end of the internship and therefore weren't around to execute our suggested campaign.

Creative Brief: Johnson & Johnson

Advertising Objective: We are highlighting J&J’s products’ ability to improve a family’s day-to-day life as well as building a future for the surrounding community. We want to emphasize that J&J products are necessary building blocks for a healthy, happy home. We also want to advertise that by purchasing these products, you have the opportunity to give back to the community while simultaneously giving your family an opportunity to improve their home life by winning certain prizes.

Estamos destacando la capacidad de productos de J & J para mejorar la vida cotidiana de una familia, así como la construcción de un futuro para la comunidad circundante. Queremos hacer hincapié en que los productos de J & J son bloques de construcción necesarios para un hogar saludable y feliz. También queremos anunciar que la compra de estos productos, usted tiene la oportunidad de retribuir a la comunidad al mismo tiempo darle a su familia, una oportunidad de mejorar su vida en el hogar, al ganar ciertos premios

Target Audience: Consumers who already are brand-loyal to Johnson & Johnson products, most likely mothers who make the purchase decisions within the household.

Los consumidores que ya son leales a las marcas de productos de Johnson & Johnson, las madres más probable es que toman las decisiones de compra dentro del hogar.

Key Benefits: Continued satisfaction with Johnson & Johnson products; Incentive to win improvements within household; Ability to help others in need

Seguían estando satisfechos con los productos de Johnson & Johnson; de incentivos para obtener mejoras dentro del hogar, Capacidad para ayudar a los necesitados

Media Chosen: Print and television / Prensa y televisión

Suggested Mood/Tone: In order to appeal to our target audience, the best way to reach out would be to have an overall sentimental tone, one that touches the heart and family aspect of the Johnson & Johnson products and that will also inspire them to want to give back to their community. 

Con el fin de atraer a nuestro público objetivo, la mejor manera de llegar sería tener un tono general sentimental, una que toca el corazón y la familia aspecto de la Johnson & Johnson productos y que también les inspiran a querer devolver a su comunidad.

Ideas/Suggested Campaigns

TV Ad: We want to demonstrate the different products in different every day life scenarios. Examples: a mother using baby lotion to bathe her child; a mother using Neosporin and Band-Aids to fix a cut on her child’s knee; a teenager using Clean and Clear acne wash before going to school; a husband and wife taking Splenda with their morning coffee, etc. Ideally, in the next shot, each of the products would come together to form the outline of a house (emphasizing that J&J products are the foundation, or building blocks, of happy, healthy home). Include suggest script below in voiceover format.

Queremos demostrar los diferentes productos en diferentes escenarios de la vida todos los días. Ejemplos: una madre con loción para bebés para bañar a su hijo, una madre que utiliza Band-AID para arreglar un corte en la rodilla de su hijo, un adolescente usando Clean & Clear para elimina el acné antes de ir a la escuela, un marido y mujer usando Listerine antes de salir para trabajo en la mañana, etc. Lo ideal sería que en la siguiente toma, cada uno de los productos que se unen para formar la silueta de una casa (con énfasis en que los productos de J & J son la base, o la construcción de bloques, de feliz, sano en el hogar). Incluya sugieren siguiente secuencia de comandos en formato voz en off. Otros productos que pueden usar son: Siempre Libre, Neutrogena, ROC, hilo dental de Jonson & Jonson, Johnson’s Baby Shampoo, etc.

Print Ad: Utilize the image from the final shot of TV ad (the home built from Johnson & Johnson products). Include suggested script below, with “Johnson & Johnson…Building a better future” as the main focus of the subtext. Optional additional image would be a photo of the chosen community effort.

Utilizar la imagen de la toma final de anuncio de televisión (la casa construida a partir de productos de Johnson & Johnson). Incluya se sugieren a continuación guión, con "Johnson & Johnson ... La construcción de un futuro mejor" como el foco principal del subtexto. imagen adicional opcional sería una foto del esfuerzo de la comunidad elegida.

Suggested Script: Johnson & Johnson, the building blocks to a healthy and happy future for you home. Now help our products become building blocks within your community. With each purchase of a Johnson & Johnson product, we will donate x% of the profits to improving schools/hospitals in need. Don’t forget to enter the promotional code found on your J&J products for a chance to improve your home life as well. Johnson & Johnson…Building a better future.

Johnson & Johnson, los bloques de construcción de un futuro saludable y feliz para su casa. Ahora ayudar a nuestros productos se convierten en bloques de construcción dentro de su comunidad. Con cada compra de un producto de Johnson & Johnson, que donará x% de los beneficios a la mejora de escuelas y hospitales que lo necesitan. No olvide introducir el código promocional se encuentra en su J & J los productos para tener la oportunidad de mejorar tu vida en el hogar también. Johnson & Johnson ... La construcción de un futuro mejor.

Example image: See attached .pdf  file. Note that in the final copy, there would be a myriad of other Johnson & Johnson products, which would be presented much smaller to emulate bricks/building blocks, emphasizing our slogan of “Johnson & Johnson… Building a better future.”

Ver adjunto. Archivo pdf. Tenga en cuenta que en la copia final, no habría una miríada de otros productos de Johnson & Johnson, que se presentará mucho más pequeña para emular ladrillos / bloques de construcción, haciendo hincapié en nuestro lema de "Johnson & Johnson ... Construir un futuro mejor".