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?
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Insight: With rising uncertainty in modern times, the notion of a brighter future has never been more important to millennials.
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Objective: Show how the Naked Turtle White Rum represents optimism in unlikely places.
Your Optimism Coverage
Sonnet Insurance
2nd Place Winner - 2018 The City College of New York Graduate Student Symposium
Case study tying all the pieces of the campaign together, showing how Sonnet would leverage new and existing content to promote its coverage of Canada's optimism.
Challenge: Engage a millennial audience during times of change and show them a better insurance company exists.
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Insight: Canada is one of the happiest countries in the world because Canadians place high value on societal health.
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Solution: Develop a campaign that piggybacks onto existing content that expresses why Canada is one of the happiest countries in the world. Incentivize followers to generate new content based on Sonnet's Canada Day experiences that promote optimism.
Why reinvent the wheel when you can repurpose amazing user generated content?
We want to incentivize followers to keep creating content about why they love Canada by featuring it on the site.
The Blue Jays are Canada's only Major League Baseball franchise, so a game on Canada Day is a big deal.
Didn't catch a foul ball at the game? No problem ... how about some commemorative Canada Day gear instead, sponsored by the company that protects your optimism?
If you cheer hard enough for your home team, maybe they'll win you some free insurance!
Canadians would be able to express their shared optimism on multiple digital billboards from a number of photo kiosks placed around urban areas.
Role: Art Director, Strategist
Teammates: Kacy Charles, Sean Feol-Baugh, Fidel Frias, Juliana Geh and Carol Hwang