Keep a Good Thing Going / The Naked Turtle White Rum
Challenge: With a smaller distribution footprint and budget, how can we set the brand apart from its larger competitors?
Insight: With rising uncertainty in modern times, the notion of a brighter future has never been more important to millennials.
Objective: Show how the Naked Turtle White Rum represents optimism in unlikely places.
Keep a Good Thing Going
The Naked Turtle White Rum (Diageo)
Runner-Up - 2018 Branding + Integrated Communications Client Pitch
Summer might be over, but why not hold on to that feeling and keep a good thing going?
Challenge: With a smaller distribution footprint and budget, how can we set the brand apart from its larger competitors?
Insight: With rising uncertainty in modern times, the notion of a brighter future has never been more important to millennials.
Solution: Generate feelings of goodness by providing beach-like warmth and relief in the coldest months of winter. Promote a beach truck that will travel the Eastern seaboard to "keep a good thing going" by bringing the beach to unlikely places and raising awareness about the brand's mission to save endangered sea turtles.
Nothing breaks up a cold morning commute like the warmth of the beach and a place to charge your phone.
Take a break from the cold. Charge your phone and soak up the warmth of unexpected goodness.
If you picked up what we were laying down, download the Follow the Turtle mobile app to keep a good thing going.
Find out where the Naked Turtle will be bringing you goodness. Find out where you can keep a good thing going.
Promoting beach related fun and bringing the warmth of goodness to unlikely locales in cold seasons, the Naked Turtle beach truck would enable the audience to keep a good thing going.
Beach truck idea proposal ... NOT intended for external use.
Role: Art Director
Teammates: Hillary Alexandre, Mark Arem, Alex Elkonina, Alyssa James, Brian Rentas and Nilda Valdez