University campaigns

YCN Student Awards Winner

THE BRIEF: Educate younger audiences on the advantages of GAP Denim online and on Social Media

THE IDEA: Drawing inspiration from authentic and diverse ideas, cultures and beliefs, the GAP interactive lookbook allows the audience to experience San Francisco in 1969.

Insight:
GAP was founded in 1969 in San Francisco, USA. GAPs roots epitomise American culture and denim-loving music muses. The GAP customer wants to be part of an inclusive and boundary-less world that takes inspiration from authentic and diverse ideas, cultures and beliefs.

Creative Concept:
An interactive GAP lookbook that takes customers to San Francisco in 1969. By clicking on clothes users will be forwarded to the online shop and are informed about current GAP Denim trends. Furthermore little extras, like sending real-life individualised postcards and creating an own bandana will be included. Social Media platforms will promote the launch and instore and ambient promotions will take place at the same time (posters from 1969 in store, sell vinyls with GAP 1969 songs, virtual reality glasses in store).

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IPA Greener Scotland Awards Winner

THE BRIEF: Encourage people in Scotland to adopt behaviours that will reduce their carbon footprint.

THE IDEA: -The 150- will habituate greener behavior through a nomination chain, that is fun and meaningful, while also offering financial rewards

All based on a Website and also available as an App. 

Insight:
According to Malcolm Gladwell movements start with 150 people. Wesley realized that if you want to bring a fundamental change in people’s belief and behaviour, a change that would persist and serve as an example to others, you needed to create a community around them, where those new beliefs could be practiced and expressed and nurtured. 

Concept:
A small change of an individual can make a big difference in a community. Supporting the fun aspect of building a community and offering incentives (points – cash in to real life shopping vouchers). I created the following video to explain the idea:

 

Amnesty International

THE BRIEF: Make Amnesty International more attractive to 18-26 years old 

THE IDEA: -Human Lights- app, that allows to support a cause by just one touch of a finger

Insight:
86% of surveyed young people (18-26 years old) know what Amnesty International is, but don’t know how they can contribute in a simple way without donating. In addition, we found out that current platforms, like Pocket Protest, are too easy to ignore or simply inconvenient.

Creative Concept:
Creating an app, Human Lights, that simplifies advocacy to the touch of a finger. Designed for the digitally-driven generation, the Human Lights app is a more convenient, immediate platform for gathering signatures for petitions, simply by tapping (=lighting) the onscreen candle. Revolutionising signature collection within a secure community, the app represents an innovative, more accessible step in creating a better world.

The audience doesn’t know how they can help Amnesty International. So let’s make it easier for them to help.

I came up with the idea, created the concept and video:

 

Thomson Holidays

THE BRIEF: Engage people to think about going on a long-haul holiday with Thomson Holidays. The campaign aims owned and earned media, not paid media. 

THE IDEA: Making long-haul travelling accessible to all by combining the pleasure of playing a game and discovering foreign countries and cultures

Insight:
Thomson holidays is offering 15 long-haul destinations and several long-haul travel packages. People book long-haul holidays in advance and inform themselves about where they want to go and what they want to see.Online bookings are a new trend and more and more people book their long-haul holidays online.

Creative Concept:
Making long-haul travelling accessible to all by combining the pleasure of playing a game with the pleasure of travelling. Players can experience a virtual holiday experience with the “Discover Thomson” long-haul travel game, which is based on Google Street View.Players can wander through the streets of all long-haul destinations offered by Thomson Holidays (15 locations in 15 days) and can win a holiday by collecting Thomson Teddies. Users can can earn more time by sharing individualized postcards on Social Media.

I came up with the idea of creating a game and did research on Thomson holidays, media coverage and online games based on Google Street View

 

The Scottish Government (Knife Crime)

THE BRIEF: Communicating knife-crime consequences to teenage boys that are on the cusp of carrying a knife

THE IDEA: Real life stories told from family members of knife crime victims and offenders

Insight:
Teenage boys are not afraid of going to jail, but they care deeply about their mothers/whole family. The key message of this campaign should be that carrying a knife ruins not only the life of the boy, but also the lives of the family members.

Creative Concept:
Tell real life stories from the perspective of family members in an intensely emotional and memorable way. The testimonials are displayed in different shapes of knives.

I  came up with the idea of using real life stories, did research on general knife crime statistics and testimonials

Adshels, billboards and a short-film concept

 

Creation of AURA WATER

THE BRIEF: Create a new water brand, funded by Edinburgh Napier University

THE IDEA: Social responsibility water, which helps funding higher education for young adults from developing countries

Insight:
There exist several water brands, which contribute to charities. These charities are focusing on supporting kids in primary schools or are connected to a special University or country. By launching water, which helps fund, any undergraduate and postgraduate study for young adults from developing countries (with the Edinburgh Napier Education Fund), a market gap is filled.

Creative Concept:
Water, called AURA, which helps financing higher education for young adults from developing countries. Explain the audience how they can contribute by buying a bottle of AURA water.

I came up with the idea and concept of funding higher education, did research, defined the overall marketing strategy and wrote copy

Billboards, adshels, in-store promotion and website make-over

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