If you have ever met or owned a cat, you know they have problems.

This ad campaign is tailored to the cat owner, who knows that their cat has enough problems, they don’t need to have stinky litter too.

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

In 1977, Prell was one of the best-selling shampoos in the United States. Members of Generation X may recall the famous Prell pearl ads that showcased a pear being dropped into the Prell shampoo bottle.

Cut to the current day and age and you will find Prell on the bottom shelf of most stores, with only one line of product. The shampoo market is oversaturated. There are shampoos for oily hair or dry hair, curly or straight hair, shampoo to add volume,  and shampoo to sustain color.

These ads position this tried and true shampoo as working for all hair types.

Referenced Pearl Ad: (https://youtu.be/ED8WD_4RWtY)

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

Rainbow Cones are a staple on the Southside of Chicago. On the last days of the season, there are lines down the street to get your last Rainbow Cone and stock up for the winter. Until recently the only way to get a rainbow cone was to go to the South Side or wait until the Taste of Chicago.

Learn more about Rainbow Cone: http://www.rainbowcone.com/history.html

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

This campaign was created when Instagram wasn’t as widely utilized as it is today. At the point of it’s creation many users wondered why you would need/want an Instagram if you had a Facebook. This campaign’s objective was to create brand awareness for the brand.

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

The e.l.f. brand positions itself as an affordable brand of makeup products.

This campaign was created to not only create brand awareness for the makeup but to call out that it was makeup for women on a budget.

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

The below idea was purchased by Flockstar and is only being utilized to showcase my ability.

Title:
State Farm and the Second City

Idea Summary:
Chicago- There are two sides to the second city. State Farm celebrates both on All Star Weekend.

Core Idea:
Chicago is a very diverse city and it comes with all of its own unique qualities. There is the Chicago that tourists see and the Chicago that it’s residents live in. This idea for State Farm includes something for both.

Insight:
As a Chicago resident I know that being warm in winter is a huge priority so that is a great opportunity for branding.

How it works/Activation Ideas:

Heated Hoops

The south side of Chicago is where a majority of the crimes in Chicago take place. Gang activity is prominent and there aren’t many ways to get away from it. One of the healthy outlets in this community is basketball but after a certain point people retreat inside. State Farm should sponsor heated hoops. These would be pop up heated areas for the locals to play basketball. This is great for PR as it is not a side of Chicago that is often presented in a positive light but there is an opportunity to showcase the love of basketball that can be seen in that community.

State Farm Shoot out
This would be a heated clear space where there would be shoot out contests to win numerous prizes. Multiple brands have had pop ups near the Tribune tower as it is a high traffic space in the city with enough open ground to have pop ups occur.

Throwin’ It back to the 90s-
Be like Mike arena showcasing some of Michael Jordan’s greatest moments as a Chicago Bull.

State Farm keeps you warm-
State Farm has a booth in the major neighborhoods of Chicago (West Loop, Lakeview, Uptown, Wrigleyville, Logan Square etc) with branded heat packs, scarfs, and gloves. They would also be selling mini basketballs for a dollar, each with a code that could be the winning code for a grand prize. For every basketball ball purchased State Farm would give a warm up pack to the local homeless shelter.

Prize ideas:
-Have dinner with your favorite players at the John Hancock
-All Star Weekend Tour of Chicago (helicopter tour of the city with a popular NBA player)
-Chicago Bulls basketball signed
-Be a part of the team- play with some of the All stars

Why it works:
This activation allows State Farm to showcase it is a great neighbor in Chicago to all people.

The below idea was purchased by Flockstar and is only being utilized to showcase my ability.

Idea: We’ll get you there.

Insights:
When you think of ways to get somewhere one of the first things that pops into your head is of course a truck, a bus, or a car. Usually we think of a car as it’s entirety but a car is nothing without it’s core parts, one of which is tires. You can have a great car with a souped up engine but if you don’t have good tires it makes no difference.

If you google “why do cars need tires” you will see one of the first responses is below:

“While tires do tend to get overlooked, they are arguably the most important component on your vehicle. ... The main functions of a vehicle's tires include supporting the vehicle load, transmitting traction and braking forces to the road surface, absorbing road shocks, and changing and maintaining the direction of travel.”

Core idea:

As a kid, mom drove you in her minivan to football practice. She got a lot of miles on that car and those Goodyear tires went to good use with all of the games. In highschool you finally got your own car and were able to drive yourself to practice, again with Goodyear tires. You go to college on a scholarship and move away from home. What takes you there is your car, with Goodyear tires. Your team does great and gets to play a big game under the Goodyear blimp. Goodyear has always been there to help keep you moving to the places you want to go so you can accomplish what you want to do.

Life is often compared to a journey, and college football is a large part of joy in the lives of many. The day to day grind can get tiring and a nice day out at a game or watching college football at home can make a rough week seem bearable. It may seem silly to some but I would even go as far as to say that college football is so vital and important in some fans/players lives that it could be compared to the importance of a tire to a vehicle.

In life you are consisting changing directions and trying to maintain the direction of travel in your life- in forward motion. While trying to maintain this direction you sometimes need to absorb some shock and often times will need to hit the brakes. Football is like the smooth ride after 2 hours of stop and go traffic. College football gives fans and athletes a chance to put aside all the bumpy roads, changing lines, going the wrong way, etc. and relax. College Football is to you as tires are to your car, vital.

The idea of drive; not just physically driving a car but also the drive to accomplish your goals.

How it works: Mechanics/Customer experience:

Social Activation Thought Starters:

Share your story: People love to see inspiring stories and love to be reminded that even when life is tough- we are tougher. This concept of this activation would be called: The Drive.

Contest time! There would be a contest- How does College Football drive you?

This could be for fans or athletes to share a time that college football drove them in some way. Below are some examples:

Johnny from Florida:

I was in the same relationship throughout highschool and college. After graduation my girlfriend dumped me saying that she didn’t think we had any common interests and she wanted to see other people. I was devastated. One year later I met Jennifer at a bar, we were both cheering on the Gators for the Orange bowl. Thanks to the common interest of college football I will be marrying the woman of my dreams next month!

Winners would have the chance to see a game from the Goodyear blimp and would be given a certificate for 4 free Goodyear tires. Something fun and something practical. Also 2 tickets to visit the College Football hall of fame.

The Goodyear blimp is as well known as the college players themselves: If you see a Goodyear blimp or have an old one share the photo on your social channels with the #. #starstruck or #

Engagement Thought Starter:

Golden Ticket: Goodyear edition

Partner with 7-Eleven to sell Mini Goodyear blimps that open up and if it has a hall of fame ticket in it you get a ticket to check out the Football hall of fame. If it has a blimp ticket you get to take a ride on a Goodyear blimp

Why it works; benefits to the brand?

This can promote a lifelong brand loyalty where the only brand of tires that are acceptable are Good Year tires.While tires are not replaced very often, when there are it is a wide marketplace with a ton of variety. You want to get a good deal but also need reliable tires.

Partnership Opportunities:
New Car (Kia) and Lifetime Tires
Southwest to game to see Goodyear blimp in person
7 Eleven: Golden Ticket Goodyear edition

Submission Title:
Just Right: The Goldilocks Approach to Snacking

Research & Insights:
We live in a time where we want to be able to do and be everything; all at once. We are a culture who is easily distracted and bored. The days of the same activities year after year and the same snacks day after day are over. What we all need in all aspects of our life is balance and it something we all strive for. While balance in your relationships and activities may be something that takes an eternity to achieve; balance in your snacks is easy with variety packs.

There are tons of memes on social media that toy with the idea of balance.
“ My mind says gym, but my heart says tacos” or “Some days you eat salads and go to the gum, some days you eat cupcakes and refuse to put on pants’ it’s called balance”. We all know that opening a bag of chips is like going down a rabbit hole; you don’t stop until you hit the bottom. This campaign could take a trip back in time and parody Goldilocks and the three bears.

Core Idea:
Utilize the idea of Just Right. Main activation could be a parody of Goldilocks and the three bears.

Targeting millennials:
Once upon a time there was a millennial named Tom. Tom went to the grocery store because his cabinets were empty. Did I mention it was his “poor week”?  (this is the week when you don’t get your paycheck and have to last with what little money you have until the following paycheck) When he came upon the chip aisle he was greeted by all kinds of chips. He wasn’t sure what to do. He could buy one big bag of Doritos; but that was too much- he just finished an entire bag yesterday. Those Cool Ranch Doritos were too good- that bag wouldn’t last him until Friday. He could get a small bag of Lays and a small Cheetos; but neither of those would last- portion control is not one of Tom’s strengths. He then came upon the variety pack: It included both Lays, Cheetos, Cool Ranch and more and that was just right.

One Big Bag of Chips- Too Much (Parody of Papa’s porridge)
Small Bag or Multiple bags- Not enough chips/Not enough money (Parody of Papa’s porridge)
Variety pack- Just right (Parody of Kid’s porridge)

How it Works:
If you want to know how balance works, I personally haven’t mastered it quite yet. I might not be the one to ask. BUT the idea of utilizing balance for a campaign works because our society is in the midst of a very chaotic time; and balance is needed in all aspects of our society, including what we eat.

Why it works:
It works because it has various directions you can go; both serious and funny. You can target families or individuals. It has legs that could work on various changes.

Concept Activation Possibilities:
Social:
Picture of a guy in a Goldilocks wig hugging a Variety pack with the Tag Line: Just Right.

Three People in Bear Costumes; first fitting over a big bag- followed by a small bag; and then having their own bag with the tagline: Just Right.

Twitter Activation: Share why you think the variety pack is Just Right for a chance to win a truckload of variety packs from Frito Lay and $1,000 to use towards a vacation.

The vacation idea is great because it gives legs to the original concept of balance. Balance of work and play.

Keep in mind with Facebook pixels you can target audiences with specific ads tailored towards them (soccer moms, dance moms, single guys, married couples etc.)

TV:
A TV commercial showing a little girl getting ready for her extra curricular activities and looking for a snack and continuously opening the cupboard to find the same chips. This video could start out fast and colorful, possibly with the little girl having a ballerina outfit on. Then moving to a soccer outfit, etc. etc. As the commercial goes on it starts to get slower and have a more mellow tone showcasing how bored the little girl is of the same ol’ snack. (Cue: All by Myself song)

Commercial Audio: Her life is full of variety. Shouldn’t her snacks be?
End of commercial shows the entire line up of outfits again, quickly and her reaching for a different snack each time.

Radio:
Repurpose videos utilized on social media channels on Pandora.

Shopping apps:
If you add a coupon for certain chips have a pop up that showcases an add for the Variety pack

Games:
What’s your variety? Each kind of variety pack would have a code on the inside would correlate to a game; you would have to unlock that specific game.

Doritos= Soccer; Lays= Football, Fritos=Baseball, Cheetos=Band (Music App) , Ruffles Sour Cream & Onion=Swimming (Ocean exploration), Funguns= Drama (Create your own short movie featuring chips)

Volunteer:
Frito can partner kids and adults with volunteer opportunities where they can give back; this would be part of the balance and also have a tie in with the needy. Have you ever wondered why Goldilocks was so hungry that she went into a strangers house and ate their porridge?

Other Possible Concepts:
Another possibility is the idea of “Having it all”. We all want everything and don’t want to chose. While this is not the balance that we should crave; it does speak to our society.  Variety packs lift the burden of decision from your shoulders! You want pretzels and you want chips? You want Cheetos and Doritos? Have them all with the Variety pack.

Activation/Tagline possibilities:

And your parents said you couldn’t have it all; they must not have had variety packs

Old man story: Back in my day, we didn’t have variety packs, we had to commit to one kind of chips and we would have to finish them to the last crumb.

Variety is the spice of life. Diversity makes life interesting, as in Jim dates a different girl every week—variety is the spice of life, he claims . This phrase comes from William Cowper's poem, “The Task” (1785): “Variety is the very spice of life, That gives it all its flavor.” This idea would have the ideal of diversity.

Play on the idea of a man bad with commitment. If you can’t commit to a woman, how are you going to commit to one kind of chip? Or the polar opposite: you may be committed to one woman; but you don’t have to commit to one type of chip.

Activation Possibility: Man leaving a bag of chips in a gown at the altar because he can’t admit to one kind of chip for his entire life.

Title
Music is Medicine

Idea Summary
A major Insurance company and a popular music artist partner to end the stigma on mental illness through education and music.

Insight
Mental illness is an issue in our society that is closely joined to numerous other issues such as violence, sexual abuse, poverty, homelessness, and so much more. There is a huge correlation that is often ignored due to either lack of education or ignorance on the importance of mental health.

Core Idea
End the stigma of mental illness through music. For many people with mental illness, especially chronic depression utilize music as their escape and their driving force. It helps to drive out all of the negative thoughts and replace them with empowering ones. Music makes a huge difference in the life of those that live with mental illness, but it alone is not enough. Mental illness is an illness and it cannot be "cured" or "treated" with positive thoughts or actions. Our society has begun to think that having something like depressions, means that you are sad. Or being bi-polar just means that you go back and forth with your personality. This is demeaning and makes it so that individuals with actual mental illnesses will go through out most of their life being untreated. This major insurance company and popular artist could partner to not only help educate others and end the stigma but to help create programs that can continue on to fundraise money to help those who are mentally ill and are not insured or getting assistance.

How it works
The major insurance agency could have a concert that is all about ending the stigma of mental illness. A concert would be a great way to raise awareness and possible funds for organizations that help with this because music is the medicine for many mentally ill individuals, especially ones who have a lack of access to healthcare. Music transcends race, gender, sexual orientation, economic status, political opinions etc. Music has been noted to have saved many people's lives while mental illness has taken many. With the recent surge of musicians who have died from suicide this is the time to bring this particular issue to the forefront and who better to do that than an insurance company? This insurance agency sells health insurance, life insurance, and disability insurance; all of which are important in this particular space. 

Pop up clinics: funds raised from the profit of the concert could be utilized for pop up mental health clinics for the homeless, teens, the LGBTQ community, colleges, and various neighborhoods. The individuals who would help run these clinics would be volunteers. (Therapists, counselors doctors etc.) 
Music is our Medicine community groups- groups of individuals who meet together to help end the stigma on mental illness through music, noting that while music is not a cure to mental illness it is a great way to help ease the pain rather than turning to other avenues such as drugs and alcohol. These groups would also meet on ways to help change any legislature that could make mental health no longer take a back seat to our physical health.

Why it works
This artist has already partnered with Silence the Shame and many of her songs have been inspiration for numerous individuals with mental health issues.

The below idea was purchased by Flockstar and is only being utilized to showcase my ability.

Title:
Powers: Play on Words

Idea Summary:
You've got the power and you've got the powers. This makes you an unstoppable force.

Specific Brand Chosen (Lillet Apertif, Malfy Gin, or Powers Irish Whiskey)Powers Irish Whiskey

Core Idea:

Powers Irish Whiskey is the whiskey you use to celebrate a job well done and another day in the books towards success. It's the whiskey that you have at a local bar after a long day before you go home and relax.

Thought starters/taglines:
-Another day, another dollar, another shot of powers.

-Pure Irish- No Gimmicks (Powers isn't about dancing leprechauns or phrases like the Luck of the Irish, we don't need gimmicks to showcase our authenticity)

-You've got the power(s) - campaign noting that you have the power to make a change and a difference. Powers Whiskey could sponsor or have a booth at a business development seminar to showcase that this isn't your party drink, this is the drink for men who are ready for success and to celebrate every day they move closer to their goal

-Today the buck stopped with you and so you celebrate with Powers Irish Whiskey

-Everyone else drinks (insert famous Irish Whiskey competitor here), but you aren't everyone else

-You may not be the office hero, but at the end of the day you have powers. (play on words that you have powers and power Irish Whiskey); not everyday is going to feel like a success but slow and steady wins the race. Even if you didn't hit your numbers today, there is tomorrow and the next day. You have the power in you and Powers Irish Whiskey is there at the end of the day reminding you that you did your best and tomorrow you will do even better

-There are two kinds of men: The men who drink Powers Irish Whiskey, and the men who wish they were drinking Powers Irish Whiskey

-Activation: Deliver bottles of Power Irish Whiskey to various ad agencies in New York and Chicago, most agencies drink in the afternoons and on Fridays and most are open to new products. Many agency employees are also big advocates to their friends about new and upcoming brands/trends.

-Activation: Power hour- Provide certain bars with product to do a power hour where drinks with Power Irish Whiskey are only $1 for one hour- with a catch. You have to tweet, insta, or Facebook utilizing #thebarsname #powerhour and note something you did that day that is worth celebrating

SUBMISSION TITLE:
An adult- the manchild’s favorite mask
by: Professor Storm-Petrel

RESEARCH & INSIGHTS:
One of the things I know from personal experience and from research on the internet is that manchild is usually utilizing as a negative term. For the basis of my ideas I utilized my father, who acts as an adult and has the heart of a child. He was nostalgic for his childhood and would sometime be found buying cereal he ate as a kid as a treat and a break from his boring plain healthy flake cereal. A majority of my ideas are targeted towards man children who may be trying to/being forced to grow up.

CORE IDEA:
One of the most important aspects to my idea is the segmentation of the “manchild” audience:

Single manchild- this is the manchild who has no children and is not in a monogamous relationship

Manchild with children- this is a manchild that has children, may or may not be married or in a relationship

Taken Manchild- this manchild is in a relationship but has not yet committed to marriage, has no children

Each individual segment should showcase its own creative and positioning. Based on the deck provided, Segment 1 and Segment 3 would be closest to the target audience (61% not parents). The majority of my creative ideas are more central on the manchild identity rather than Halloween specific. They could easily be tailored to fit Halloween and other themed cereals that come out during the year.

General Creative Idea that can be used across segments: Sameness is scary.

Life is getting pretty tame. You wake up in the same bed wearing the same clothes you went to sleep in. You set the alarm at the same time to take the same route to the same job.

Possible Tags:

You might need to act like an adult- but you don’t have to eat like one. Captain Crunch Halloween addition.

Acting like an adult may be scary, but this Halloween add some fun to your morning routine with Captain Crunch Halloween themed cereal.

How long has it been since you’ve been Crunchitized?

Creative Idea for Manchild with children:

If you really want to scare your children this Halloween, switch up your routine with Captain Crunch Halloween cereal.

Watching horror movies with your child may not be the best idea. (show a horrified child) Showcase your Halloween spirit with Captain Crunch Halloween- all the fun, none of the nightmares.

Creative Idea for Taken Manchild or Single Manchild

You may be too old to go door to door, but you’ll never be too old for Captain Crunch. Relive your childhood this Halloween with Captain Crunch. Because being an adult is your scariest costume yet.

You have become your childhood nightmare. Mr. 9-5 in a business suit. The realization you have grown up may be scary but Captain Crunch has come out with a Halloween themed cereal- Growing up is a Trick. Captain Crunch is a Treat.

Also to not exclude the women who buy for their manchildren.
Creative Idea for a woman married to/dating a manchild:

Dear Captain Crunch, My husband/boyfriend is really trying to grow up. He has been eating plain flakes every morning. I can tell that he really missing your crunch.

Captain Crunch- Halloween themed cereal. For when you are married to the perfect man- with the heart of a child.

HOW IT WORKS:
The most cost effective and efficient way to utilize multiple creative and hit multiple segments would be with targeted programmatic digital advertising. Specifically, by utilizing placements that can be showcased in apps that index high with the target audience.  

Targeting ideas:
M 25-44 who actively play video games
M 25-44 who watch shows such as Family Guy, Southpark, American Dad
M 25-44 who watch sports

Advertise in/on:
Tinder- this would hit the single man child
Pandora
Programmatic in app with targeted placements
Programmatic(Connected) TV

Photo by Hal Gatewood on Unsplash

The below idea was purchased by Flockstar and is only being utilized to showcase my ability.

Frito Lay is inviting you to taut America’s taste buds!

Lay’s Do us a Flavor is back and your flavor idea could win you $1 MM.
Do you have a flavor idea that pleasures the palette?

Godfather: Italian/Al Capone accent

Radio :30 Script:
Godfather: Pitch ya chip!
Other guy: What?
Godfather: Pitch ya chip?
Other guy: Pitch my chip?
Godfather: Yeah, Lay’s Do us a flavor is back and your flavor idea could win you $1 Million smackaroos!
Other guy: One Million dollars?
Godfather:  Yeah, fella. Visit DUAF.com and give em’ an flavor they can’t refuse.

Pitch ya Chip!

The below concept was purchased by Flockstar. It is only showcased on this page to showcase my ability.

$500 Contest Winner: Room for a Song

Core Idea: Customization and Audience/Consumer Participation

Thoughts: Why do we do advertising at all? To sell things, to sell hopes and sell dreams. Well you already have a great idea with connecting Rock stars and hotels together, but what will this do for the hotel? How will this generate revenue and promote positive brand awareness. Adding a little bit of extra consumer participation could not only help promote the hotel but also promote the show that is being filmed in the hotel therefore making it a win-win for everyone involved!

Ideas:
When I read the phrase “up and coming artists”, my first thought was how are you going to find these artists and how can we make it so that people would want to watch the episodes? What better way to do this then to have contests!

Multiple contest ideas:
1.Win a Free Nights stay at any Hilton Garden Inn:
Every episode that featured a song being written would end with a lyric from that song. Viewers could go to a website (ex. roomforasong.com) and would enter this lyric for a chance to win a free night stay at any Hilton Garden Inn Hotel.

 2. Win additional prizes:
Each lyric entered would also get the viewer a guitar pick. These virtual guitar picks would be collected and could be used for merchandise on the band’s websites, points toward a night stay at a the Hilton Inn, or towards an entry into the Grand Prize.

The Grand Prize would be a concert by the band of your choosing (that was on one of the episodes) and a free nights stay for you and 2 friends at Hilton Garden Inn that they perform at.

3.Become one of the bands:
There are so many bands nowadays that it is hard to get noticed. So to help us promote the digital series and get help with creating more content we would also have a contest that allowed one band to be on one of the episodes and have a free nights stay at a Hilton Garden Inn. Bands would win based on votes, they would submit their band’s profile on our website and would share that on social media sites such as Instagram, Facebook, Twitter, and more. Each share would help us reach additional viewers for the digital series in turn promoting the brand of Hilton Garden Inn. That my friends is called killing two birds with one stone!   

Creating a Custom Room at each Hilton Hotel:
After the show’s initial couple of episodes each Hilton Hotel that was featured would create a room inspired by the song written in that room and/or the band that stayed there.  They could include handwritten lyrics framed on the wall, pictures of the band, really the sky's the limit! This gives viewers of the show a reason to go to this particular Hilton Garden Inn and request that specific room for a night.

Social Media and other random stuff:
Have musicians check in to the hotel after their stay
Have musicians tweet and talk about their favorite things about that specific hotel and the surrounding area
Instagram account that would include photos and videos taken during the filming of the digital series

Promote the hashtag : #roomforasong
On the website that has the digital series have an email list: This gives us the ability to send out a reminder when there is new episodes and Hilton Garden Inn to send coupon codes via email

Have the band’s name be a coupon code for a percentage of a night’s stay at  the featured Hilton Garden Inn

Have a guitar that travels with all the bands throughout  the series and have it signed by each member and auctioned at the end of the digital series for a charity that promotes music education in schools

Have a survey asking where you think would be the best place to write a song: In a plane, in a car, in the middle of the ocean, etc etc etc and try to make that happen with other companies and maybe other artistic talents

Offer more famous bands free hotel night stays to promote the digital series

Create flyers for the show and have booths at numerous events such as Bonnaroo, Spring Awakening, Warped Tour, Lollapalooza and more.

Photo by Maxim Fiyavchuk on Unsplash

Who doesn’t want to be a princess?

At the time of this campaign’s curation Bibbidi Bobbidi Boutique was located in Downtown Disney (now called Disney springs). It is a magical beauty salon at where little girls can get princess makeovers. This campaign was to showcase awareness throughout the Downtown Disney area that Bibbidi Bobbidi Boutique was located there.

Concept and Copy by: Angela Hunter
Graphic Design by: Danielle LeVance

The below entered into a Flockstar contest.

Idea: Victory is sweet!

Insight: National Rum day should be based upon its main component. The rum itself. Unlike other liquors rum is made from sugarcane and its byproducts (such as molasses) which helps to get it its smooth flavor. To celebrate National Rum day the story would be around Celebrating Life's Victories. Because just like rum, Victory is Sweet! 

Core Idea:
To make sure that this campaign idea was strictly targeted to Bacardi, I went on their website and did a little research about the product. I had always wondered why there was a bat on the bottle and come to find out that in Cuba the bat is a symbol of good fortune.

While reading through the many quotes on the websites and the brand info on the brief I was thinking about how to show something, untameable. Life in itself, is untameable and that is what I think National Rum day should celebrate. The high points in this crazy ride we call life!

Quote from the Bacardi website:
"Some men follow rules, other follow their senses"

This quote encompasses what I would want to celebrate. I want to celebrate all those little victories in life. That promotion you thought you'd never get and that girl you thought would never say "yes" to a date with you. I want a day to celebrate the sweet moments! I want to celebrate doing something that no one thought you could. Just like the making of rum and other liquors, victory is a process. Usually to succeed you must fail and get back up and try again. But when you finally succeed that victory is one of the  the best feelings in this world. You feel invincible, you feel resilient, you feel untameable.

The idea of celebrating victories also ties into the idea that Bacardi fuels the hustle and that there's nothing in the way. As far as stories in particular go, the Bacardi one in general would be a great one to start with! (Read the story on their website if you haven't heard it)

But as far as general stories go, I am all about being simplistic in nature. Sometimes it is the smallest victories in life that can cause the biggest impact.

Story ideas for commercials:
Getting a promotion
Graduating from college
Getting the girl
Moving out of your parents house
Hitting your lift goal at the gym
Going skydiving (even if you are scared of heights)
and the list goes on and on

If you wanted to go more towards the funny side you could also show historical victories being celebrated with Bacardi such as:

Invention of the light bulb
Invention of the telephone
Invention of indoor plumbing so on and so forth.

I personally feel like having people share their sweet victories would be and even better way to increase awareness for the day and the new reason to celebrate!

#mysweetvictory #bacardi

For Retailers/Distributors:
On National Rum day Bacardi would partner with popular bars in each major city and have them either a) exclusively use Bacardi rum for the day or b) to feature  a special Bacardi mixed drink the day of National Rum Day

The 30 days leading up to National Rum day would be like a countdown event. Every day would have a new drink recipe featuring Bacardi rum.

Pending budget we could have Brand Ambassadors at local stores with this premixed drinks or Bacardi flavors leading up to National Rum Day

We would provide branded decorations to retailers and distributors that featured Bacardi as the rum of National Rum day. Including: branded shot glasses, sunglasses, beaded necklaces, and more.

For Consumers:
Sell "Victory cups" :  small- large cups that are like trophies to have mixed drinks in. We could also sell personalized ones online for a small fee that could feature dates and events or "victories"

Partner with bars to have "National Rum Day" parties

Have a contest with a monetary price for the "sweetest victory" shared via social media

For the Press:
The majority of what I would want the campaign to convey is a more positive message when celebrating is connected with alcohol. Many times in the media alcohol is seen as a way to get rid of your problems or to celebrate so much that you forget what you're celebrating. I would want to help  Bacardi promote its image as a different kind of rum. The kind of rum that has been in a family for generations and in a lot of ways stands as proof of victory in itself.

Other marketing tactics:
Chalk art in major cities (the Bacardi bat)
National Rum day baskets you can send (little rum bottles of congrats)

Sweet victories from all over the world: a blog showcases some of the greatest victories submitted via social media

Why it Works:
My idea encompasses many elements of both rum in general  and Bacardi specifically . I would utilize the ideas of good fortune that is represented by the bat logo as well as the idea of life being "sweet" like the sugar cane/molasses that rum derives from. By having the day be about "Sweet Victory" it gives everyone a reason to celebrate. While our target audience may be males aged 28, the more people you can excite, the better. I want to promote the idea that we can drink (in moderation) to celebrate life's victories!

The below concept submitted to Flockstar. It is only showcased on this page to showcase my ability. The current contest is still in process and pending judging.

Quick Description: Doritos > Dating

Insight:
Doritos Blaze have a hot flavor, that much has been made very clear. What if Doritos could bring more than a bold flavor? What if Doritos Blaze created a bond, unlike any human interaction you have ever felt. Doritos is the love that never leaves. Doritos knows the way to your heart is through your taste buds.

Core Idea:
We have a love affair with food. Our favorite foods, unlike many other things in life don’t disappoint us. That is why Doritos > Dating. This campaign would compare Doritos to a boyfriend/girlfriend or lover.

Commercial Idea: Doritos- 1 Dating- 0
This concept would basically make a competition between Doritos and dating. There are plenty of examples in the dating world that make us cringe. Wouldn’t you rather just be eating Doritos?

Examples:
Woman is walking home or on the bus and a guy catcalls or whistles at her. She makes a disgusted face and pulls out a bag of Doritos Blaze. VO: Doritos- 1 Dating- 0

Man goes on a date with a girl who keeps taking selfies and talking about her dog. Man locks eyes with a Doritos Blaze bag across the room. VO: Doritos- 1 Dating- 0

How it works:
This idea works because it resonates. Whether you are single, in a relationship, married, divorced, or perpetually lonely everyone has a story about a bad dating experience. Most people would dream of having a relationship with a human like the majority of us have with food- a beautiful love affair.  

Possible Taglines/Ideas:
Your boyfriend  turned out to be a d-bag, at least you have the only bag worth keeping
Doritos- giving a whole new meaning to Hot and Bothered.

Breakups are better with Doritos Blaze
Tell us how much better Doritos Blaze is than your dating life for a chance to win a trip to (insert location here) where you can turn up the heat!

Why it works:
Millennials are sick of the dating game. Women, especially have become very jaded after growing up in a land of fairy tales and princes to end up living in a world full of disappointment and dumb asses. In times of crisis, we retreat to what we know and love- food. In many movies, there are women shown crying with a tub of ice cream- but not all women want sweets. What if you wanted to turn up the heat in your snack game when the dating world felt cold and dark?

What about for men? Do you know a man who cannot stop talking about how gorgeous a women is to then spend time with her and return with a bad taste in his mouth? He would rather revert to his couch with a beer and a bag of Doritos Blaze than to sit through another 45 minute rant on how contouring is crucial.

Happily Ever After Photo: by Ben Rosett on Unsplash
Doritos Photo by: Angela Hunter

The below concept submitted to Flockstar. It is only showcased on this page to showcase my ability. The current contest is still in process and pending judging.

Quick Description: The Blaze Bucket List

Core Idea:
Think past historical buildings/sites combined with the new Doritos Blaze. Doritos Blaze is personified in a campaign as wanting to visit historical sites all over the United States, and possibly the world. In order to truly blaze your own trail, you must first have an appreciation for all the trail blazers before you. This Dorito flavor is ready to not only visit these sites, but to share some of their facts with the world. He may even evolve into wanting to participate in certain activities, such as swimming with sharks or surfing.

Insight: Our current culture is all about experiences and travel and we love to showcase that on social media.We all have a bucket list of places we would like to go or activities we would like to do. What if we could not only showcase all of our adventures but could win a contest with Doritos for doing so- and have our photos shared on their social channels for the whole world to see?

How it works:
While this campaign could be done multiple different ways, the best way would be to have a contest where people could submit their photos of Doritos Blaze in different locations around the United States. There would be a webpage that is specifically designed to list the Dorito’s Blaze bucket list. You could also allow customers to submit a location to the Blaze bucket list as well as submit photos of already listed places to help check off his list. When a location or activity has been completed the photo would be featured in a Doritos Blaze Adventure virtual scrapbook and the name of the contributor would be added to the list.

Below are some ideas for the Blaze Bucket List:
Times Square- Check (attached)
Brooklyn Bridge- Check (attached)
Grand Canyon
Gold Gate Bridge
US Capitol
Empire State Building
White House
Las Vegas Strip
Mount Rushmore
Library of Congress
Kennedy Space center
Hoover Dam
Mount Vernon
Etc.

Campaign Tagline Ideas:
Where will you bring Blaze?
Where do you spit fire?

Why it works:
It promotes engagement with your audience, and asks them to take Doritos Blaze with them on their adventures. The idea that you can bring Blaze wherever you go. The Doritos brand is iconic, and how awesome would it be to have your picture shared on the social media page of Doritos?

List Photo by: by Glenn Carstens-Peters on Unsplash
Doritos Photos by: Angela Hunter

The below ad concepts were formulated with a group during my final semester at the University of Florida. A majority of the copy for all assets was written by me.

The two print ads, guerrilla business card, and post card were assets the team agreed upon. Below are some of my concept creation notes. One of my ideas had a more comedic touch with a “Tree man” who was a comedian and explained Green Housing in a fun new way.

The Challenge:

Create a visual/visual concept where Doritos can own/celebrate a holiday that isn’t mainstream.

Behold the Concept Ideas for:
Talk Like A Pirate Day
National Hat Day
National Compliment Day

While I wrote the creative brief and the radio script; the below campaign is to showcase the Photoshop skills that I do have. I purposely didn’t want any copy that was not from the movie. The second ad has a QR code that I would have had on all of the ads that would go directly to the ticket link.

The below concepts were part of a group project at the University of Florida. There was input from team members but a majority of the concepts and ad copy was written or created by me. (See Concepting Notes)

The Graphic Design of the Grandma and Dad ad were done by other team members. The Pregnant Women ad was completed by me.