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.
Three to Free
Anti-Human Trafficking Campaign
Finalist Merit Winner - THE ONE SHOW/YOUNG ONES - Social Brief (Partners for Peace & Toms)
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1st Place Winner - 2017 The City College of New York Graduate Student Symposium
This case study explains how the system would work and how our integrated campaign would raise awareness.
Challenge: Human trafficking is a major global issue that affects approximately 20.9 million people who are unwilling participants in modern slavery.
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Insight: Language barriers are an impediment to victims seeking help, but technologies exist to bridge the gap.
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Solution: Form a partnership among the world's five largest telecom companies, develop a universal hotline for assistance and raise awareness about its availability with a campaign targeting the ten countries where the most human trafficking originates.
Posters are versatile and would be placed in various locations to raise awareness about the hotline. The copy would be printed in the native languages of countries where the most human trafficking originates.
Newspaper print ads are essential to reach since they are one of the most prevalent mediums found in any nation.
Sharable content and messages through social media would be purposed to raise awareness about human trafficking, perpetuating the campaign and promoting the hotline as a tool.
Billboards would not only put the hotline on full blast, but also let traffickers know that they are being zeroed in.
Structural installations would be used to promote the service and serve as safe zones for escapees, depending on the level of security available.
The extended print campaign would focus on raising awareness among bystanders and call them to action if they witness what they believe to be human trafficking activities.
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Copy: Any detail, location or lead can launch our assets into action. Dial 3-2-3 if you suspect human trafficking.
Tagline: Any Language, Anywhere
The success of ending atrocities often falls on getting as many good people as possible to do the right thing.
Role: Art Director, Video Editor
Teammates: Kacy Charles, Sean Feol-Baugh and Fidel Frias