2. About Me/Moi/Io
I want to be a brilliant planner. I crave the intelligence of Einstein, creativity of
DaVinci, and the insight of a $100/hr psychic.
Right now, I’m just some guy from the burbs of Philly. I have a heart and a mind.
My heart beats to understand. My mind dreams of success. I believe in 3 things:
passion, hard work, and that the number 5 is inherently evil (don’t ask.)
3.
4. CHALLENGE Get more men to sign up for Weight Watchers
RESEARCH -Weight Watchers current base is 90% female
-Men see exercise as the key to weight loss
HIGHLIGHTS -Men are new to dieting and confused by it
-Men see dieting as feminine
-Men want a diet that gets and keeps the weight off
OBJECTIVE Appeal to men by highlighting Weight Watcher’s sustainable results
TARGET “The Stalled Champion”
-Overworked businessmen (30-35)
-Historically active, fit, and ambitious
-Felt like nothing could stop them
-Suddenly overweight
-Begining to see early signs of physical decline
INSIGHT They fear their best years are behind them
STRATEGY Help men conquer their inner has been
5. CREATIVE
IDEA
Conquer your inner has been
To motivate men to sign up for Weight Watchers and loose weight, we will compare their virile
past to their current pudgy reality.
Generate buzz with gorilla OOH executions get men to compare Insult billboards throughout
executions. Large mirrors their former selves with their current cities reinforce the message.
placed in high-traffic areas self and call for action.
of cities get men to look at
themselves.
6. CHALLENGE Sell 2 million additional bottles of Febreze Fabric Refresher for FY 12/13
RESEARCH -37 million bottles of Fabric Refresher sold in 2011
-68% of Fabric Refresher customers are “light users” using 1 bottle/year
HIGHLIGHTS -28% of Fabric Fresher customers are “regular users” using 2-3 bottles/year
-Product under used on garments
OBJECTIVE Convert non and light users of Fabric Refresher into regular users by getting
them to use it on garments
TARGET “The Out of Nester”
-Young urbanites (18-24)
-Approx. 17 million people
-Living on their own for the first time
-In college or have first real job
-Active lifestyle, garment care not a high priority
-Have favorite items (i.e. hat, jeans, sweatshirt)
-Items used so heavily that they have become a part of them
INSIGHT Their over-loved items have acquired character and an odor problem
STRATEGY Remind young people to keep their character fresh
7. CREATIVE
IDEA
Stay You, Stay Fresh
To get people to think about their over-loved items and take care of them, we will ask people to become a fresher
version of their unique selves.
A fun contest will increase engagement
OOH ads in subways, bus stops, and bar bathrooms will encourage
and get people to realize the importance
target to think about their over-loved items and adopt Febreze as part
of their over-loved items.
of a weekly freshening routine.
1. Switch a friend’s over-loved item for
another one
2. Film friend’s reaction and post to
microsite
3. Video with the most views wins money
and free supply of Febreze
8. CHALLENGE Resurrect the failing Blackberry brand
RESEARCH -Blackberry tied to corporate culture and success
-Post-recession, there is a macro trend of anti-corporate
HIGHLIGHTS -Millennials redefining what success and being a professional means
-Blackberry products lack innovation to compete with Apple and Android
-BB10 designed to update Blackberry product line
OBJECTIVE Make Blackberry relevant to the modern professional via the launch of the BB10
TARGET “The Emerging Visionary”
-Skews younger (18-35)
-Self-empowered, confident, and ambitious
-Reject corporate life (i.e. 9 to 5, corner office)
-Work/personal life overlap
-Love their work and insist on doing things their way
INSIGHT They want to succeed, but on their terms
STRATEGY BB10 helps build the business of you
PROOF -BB10 will pair Blackberry’s legendary productivity with updated
features, creating a highly customizable and versatile business tool
9. CREATIVE
IDEA
Blackberry Innovation Development (BBID)
To show that Blackberry understands the modern professional and adapts to the way they work, we will
help Start-Ups get off the ground with BB10.
1. Glass pop-up shops placed in high traffic areas 5. Viewers able to follow a company’s journey
of cities and interact with them directly.
2. Start-Ups pitch to participate 6. Footage and activity from participating
3. Winners occupy the shops for a month and run companies turned into documentaries
their business using BB10s that live on micro site.
4. All activity streamed to digital billboards, equipped
with the BB10 interface, and a micro site.
10. Joseph Gamrat
Strategic Planner
610-316-5729
jjg5038@gmail.com
I’ve worked at
The Vidal Partnership, Copy Intern, New York, NY, January-March 2012
People, Ideas, & Culture, Copy Intern, New York, NY, October-November 2011
The Phelps School, Communications Intern, Malvern, PA, May-August 2008
I’ve earned
Initiation Phi Kappa Phi Honors Society
Dean’s list, 7 semesters, Penn State
I went to
Miami Ad School, Account Planning Boot camp, September 2012
Miami Ad School, Copywriting, December 2011
Florida International University, MS in Global Mass Communication, August 2011
Pennsylvania State University, Minor in French and Francophone Studies, June 2009
Pennsylvania State University, BA in Advertising, May 2009
I speak
English
French
Italian
I do
Consumer & Cultural insights
Qual & Quant research and analysis
Group & Client storytelling
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