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Social Ad
Radio Ad
Want a more in depth look at the creative? Check out my teammates portfolio.
Alexander Whiteway (CBM)
Meredith Makhoul (ST)
Imani Sherrill (ST)
Joelle Halle (XD)
Dakota Ward (AD)
Sean Johnson (CW)
Brand Essence Video
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To match the in store fire pit the website is our virtual launch to casting our stress away.
New store layout with emphasis on the communal grill, lawn games for waiting and outside fire-pits for relaxation.
Australian postcard with real imagery that offers a coupon to destress.
Ari Abad (ST)
Imani Sherrill (ST)
Zach Brown (CBM)
Rachel Street (CBM)
Kelley Bode (CW)
Katie Paxton (AD)
Rachel Zhou (XD)
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To know me means you can find me in one of two places: the nail salon or working while I watch my shows.
I enjoyed working on this project because it allowed me to fill a personal need that lends itself to a larger community.
This is the description
DISTRACTED DRIVING X SUBARU
*Circa 2017-Subaru has since introduced new technology to also address this problem
SOCIETAL ISSUE
48% of drivers don’t use hands-free devices
10% of fatal crashes are caused by distracted driving
391,000 injured and 3,477 killed in 2015
BRAND VALUES
Safety
Accessibility
Adventure
STRATEGY: EMPOWER PEOPLE TO BE MINDFUL DRIVERS
TARGET CONSUMER
DEMOGRAPHICS
45 years old
Married
Two kids
Homeowner
College grad
HHI: $90K+/year
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Show Them How
OFFER A REWARD
Adopt a Highway & Glove Box Banners
Adopt A Highway to post subtle reminders for drivers to relax and enjoy the ride
Give “Subaru Views” banners with new car purchases and when a car is serviced at a dealership to generate organic social media content
Walk the walk
Catie Frech (ST)
Mary Gray Johnson (ST)
Katie Kovach (ST)
Imani Sherrill (ST)
THE ASK
Create a creative brief for Clif Kid
The following brief was prepared for Account Planning Fall 2017 Martin Agency Richmond presentations.
BRAND SITUATION
Born of the multimillion dollar Clif Bar & Company, Clif Kid was introduced to meet the nutritional needs of active kids. Clif Kid advertising focuses on outdoor play, much like the parent Clif brand advocates for athletic endurance. However, it only tells part of the story: parents want their kids to be more than just a healthy body.
POINT OF TENSION
The messaging around healthy kids’ snacks is focused on physical energy. Kids don’t just need energy to conquer the playground; they need it to grow their minds, solve problems, and develop new skills.
OBJECTIVE
Position Clif Kid as the best snack choice for parents who want to foster their child’s curious minds.
TARGET
“Playdough Parent”
We’re defining the playdough parent as a parent who is committed to nurturing their child’s cognitive development inside & outside of the classroom. Not only do they want their children to be healthy and active, they also want them to make creative discoveries (playing with playdough is just one example of this kind of activity). Playdough parents are college educated, middle to upper-class, and have children between the ages of 2 and 13.
WHAT DO WE KNOW ABOUT THEM?
They’re always on the go.
20% say their children’s schedules are too hectic. (Pew Social Trends)
“Busy lives of parents and children mean less time for sit-down meals and increased demand for portable on-the-go snacks.” (Mintel)
They consider nutritional value/read the label when purchasing snack foods
They say one of the hardest things about parenting is feeling uncertain about whether they’re making the best choices for their child.
CONSUMER INSIGHT
Parents are most proud of their kids when their kids are figuring things out for themselves. In order to keep discovering their world, kids need to eat nourishing food to keep up their mental & physical stamina.
STRATEGIC STATEMENT
Clif Kid: Fuel beyond the playground.