The document proposes a marketing campaign for The Pod Hotels, a low-cost hotel chain, centered around the theme of embracing differences and acceptance. The campaign includes: - An animated commercial telling the story of a lost rabbit who finds acceptance at The Pod Hotels. - An online retro video game that immerses players in the hotel and promotes interacting with different characters. - Out-of-home ads continuing the theme of bringing together people from different backgrounds in whimsical illustrations. The goal is to position The Pod Hotels as more welcoming and inclusive than home-sharing sites, celebrating diversity as an opportunity to learn from others. The commercial, game, and ads use lighthearted animal

1.
For this campaign, I wanted to celebrate MAC users. What makes MAC’s users different
from others, is the confidence they exude.They’re passionate in their life choices, and
that same feeling translates into their makeup. The MAC user’s look is never light, but
instead bold and unapologetic. I’ve highlighted some two of these users, both who have
both followed their dreams, and have used MAC products within their narrative. The first
commercial is about a drag queen getting ready for his performance. When somebody
chooses to do drag, it takes confidence to decide that no matter what people think,
they’ll do it because they want to. Similarly, MAC users use bold colors to stand out and
feel confident in their skin, even when their looks may not fit the norm. In the second
commercial, we see another person who exemplifies the MAC brand, a girl who doesn’t
come from ideal circumstances but is working to follow her dreams of being a fashion
designer. When she gets ready, she does so using MAC lipstick, a product that she has
nostalgia for and that has always made her feel her best. With her lipstick on, she feels
confident about being different.
Commercial #1: Drag Queen
The camera follows behind a man dressed in
an a self painted cardboard dress, who
squeezes past performers backstage at a
drag show. He enters a door that leads to an
empty green room.
We watch as he puts down his stuff, then the
camera focuses to the side of him as he
unpacks all his MAC makeup on the
table/sink in front of him.

2. .
He slips on a blue wig. The camera is angled
from behind him, so we can see his face as
he looks in the mirror. He begins to talk.
“Honey, I grew up in the smallest town in
Alabama. They would never allow this sort of
thing”. He laughs and throws his head back.
He grabs MAC silver body paint and starts
applying it to his face. He continues to talk.
“My love of drag started when I first saw P​aris
Is Burning ​as a kid. I saw all the lights, the
glamour”. He pauses. “Something just clicked
for me”.
He takes a stick of mascara and begins
applying it while leaning close to the mirror
“My first time walking down the runway I was
so awful! But everybody was so supportive,
they all still clapped and smiled for me”. He
sighs in nostalgia.
He starts applying blue eyeshadow.
“I was always a shy kid, always a little afraid
of people...I decided my look would be all
about color. A little something to reflect my
personality inside”. He smiles. “ I remember
the very first time I saw myself with a full face
of makeup. It was like all of a sudden this
confident person I knew was inside of me
finally came out”.

3. Camera zooms out. He’s doing the final
finishes to his outfit.
“My look is unique for some people, yes”. He
Laughs. “But it’s me”
-
Sound from off stage says, “And now...the
fabulous, Blue Rose!”
He blows a kiss to the camera and the
camera watches him walks away.
The camera focuses back on to just the mac
products and the mirror he was looking in.
Text comes on the screen:
“MAC”
“Find what makes you, you”
Commercial #2: Fashion Student
College aged girl sits in her bedroom. It’s a
little bit messy, but decorated with tokens
from her past as well as various fashion
drawings on the wall. In the background, we
hear the sound of Mexican mariachi music
and trains passing by(softly).
The girl gets up and moves towards her
dresser/mirror and starts putting her hair up
with pins.

4. Looking in the mirror, she is still in the
process of getting ready. Her voice narrates
the video.
“Ever since I was younger, I knew I wanted to
be remembered for something”
Camera focuses to her cork board of pictures
of her when she is young and fashion pages.
She is unfocused but is partially in the frame.
She reaches into her drawer on her
dresser and her hand searches for
something
“My grandmother gave me my first
lipstick, “Red Hot”.
Close up of her hand putting the lipstick on
the table.
“I loved everything about it, the way it looked,
the way it made me feel. Like I could do
anything”

5. Zoom out, we see her putting on her earrings.
“When I started attending fashion school, I
was really scared you know? Everybody had
nice expensive clothes, brands I never heard
of”
She’s about to leave, but realizes something
is off, looks in the mirror. Uncaps lipstick and
starts putting it on.
“But then I put on my lipstick and all those
feelings of being powerful come back”. She
pauses, “ I feel more like me”.
Smiles in front of the mirror again. She’s all
ready. Closese lipstick and does a quick kiss
to the outside and leaves.
Over the last screen these words come up:
MAC
“Find what makes you, you”
Out of Home
For these first three out of home advertisements, I wanted to continue the idea from the
commercial about matching bold colors with bold people who aren’t afraid to be
themselves. I have faith that consumers don’t just see the physical beauty of models,
but also the beauty of uniqueness. So i’ve chosen models who might not fit the norm of
being classically beautiful, but are beautiful because they look as if they are happy with
who they are, and use makeup as an expression of that sentiment.

6. For these billboards, I used only copy with language that a well versed makeup user
would understand. It’s my feeling that at times, when too many photos of models, or of
products are presented in front of a consumer, it can begin to feel inauthentic to the

7. brands original values. These ads speaks to both the bold confident makeup consumer,
as well as those who want those feelings of confidence, but struggle with attaining
them. For the consumer who reads the copy and sees it as fitting in with their ideology,
it’s an assurance that MAC’s brand agenda fits with their own personal values. Also,
instead of saying “MAC makeup tip”, I thought I would use the term “MAC user”,
keeping with the community feeling of the brand.
For my last two out of home ads, I continued the idea of finding “what makes you, you”.
Onto a digital platform. I want to use pictures of different features of people’s faces

8. (their eyes, nose, lips), that might not be aesthetically perfect by society's standards, but
are apart of what makes the person different, and themselves. Instead of hiding these
features, the person highlights their features using makeup, to feel even more confident
about themselves. Each hour or day, the three segments in the ad would change to a
different image and a different feature. I wanted the images to change, and the board to
be digital, because as a consumer of makeup myself, seeing a feature on a model that
is similar to mine, always makes me curious as to how and what product they used with
their makeup. Since cities are filled with so many different faces, it made sense to
change the images of the features after a certain amount of time to reflect that.
Instagram/Out Of Home #What Makes Me
There will be two parts to this campaign. The online portion of this campaign would ask
MAC consumers to get involved with the campaign through social media. While it’s
easy to ask somebody to incorporate a hashtag into their photos, it doesn't always
they’ll do it. Maybe it’s human nature, but i’ve noticed when there’s a reward involved,
it’s more likely that person will be on board. Here, the reward would be a chance to be a
model in our campaign. There’s no shortage out there of makeup lovers who post daily
selfies in the hopes of being appreciated for their artistic look, so being featured with a
brand they associate with is an exciting concept. On our instagram page, we would ask

9. users to post a pictures of themselves wearing a MAC product along with the hashtag
#what makes me for a chance to be on a MAC billboard. If their image was used, they
would be informed and sent a picture of the final product. See below for the billboard
idea
Out of Home- Wall mosaic of photos
For the billboards of the Instagram contest, I wanted to turn some of the images people
submitted into a picture mural. I didn’t want to choose one person as a model, because
it wouldn’t fit with the campaign idea of inclusion and being who you are no matter who
you are. By using a picture mural, we could all sorts of different people, of different
colors and identities, but who share the ideology of being a confident MAC face.
Experiential CSR+ Youtube
For the experiential part of the campaign, I wanted to use MAC’s confidence to help
people who might feel that they’ve lost that sense of empowerment. The idea is that
MAC would have an airstream bus with the supplies necessary to give makeovers to
people. The bus would then go to areas of people that might live with lower incomes, or

10. in areas of high homeless populations to give the women or men in the area makeup
looks that would make them feel most confident. Since MAC makeup is meant to
empower, this experience would also help send the message that MAC wants to help
everybody, even those who maybe can’t afford their products, feel like their best selves.
The experience of the makeovers would be documented and then posted online, where
more people can interact with the idea.

11.
With the influx of home sharing websites as a cheap way to lodge, there has also
been issues such as people not being accepted into people's homes because of
their race or sexuality. As these problems increase, disheartened sentiment
around such websites have increased as well. However, I believe this has created
an area of opportunity for low costs hotels to differentiate themselves from such
websites by marketing their acceptance for all people, regardless what what they
look like. The Pod Hotels is a real line of low-cost hotels in NYC that’s a unique
balance between quirky and boutique.
Commercial
The commercial will be similar to a mini animated short. Audiences will see that
the Pod Hotels is a place for everybody with a heart. In fact, the Pod Hotel love's
differences because of the add to diversity and new experiences it brings. By
telling the story and teaching this ideology through animals, the issue of
acceptance based on diversity is easier to understand, as well as being a
touching story that audiences of all ages relate to.
Similar whimsical tone to ​Amelie​ and ​Paddington Bear​ films
Song played in the background: ​La Noyee

12. A rabbit on a trip to NYC, finds himself
lost in the city on a rainy day. Hoping
to find a place to stay, he decides to
embark on an adventure and wishes
to meet some friends along the way.
Unable to speak human language, he
holds up a sign using the symbols and
words he knows. The sign reads
“Looking 4” and then a drawing of a
house with a heart. Sadly, nobody
stops to help him.
As he approaches a building, he tries
knocking on one of the doors to see if
they could let him stay over. When he
knocks, though, a hand holds up a
sign that says “No (and then a picture
of a bunny rabbit). He begins tearing
up, and continues his search, but with
less hope.

13. After searching for an hour, Rabbit
stumbles upon a small archway and
starts feeling a sense of hope.
Cautiously, he slowly walks down the
street.
Rabbit finds the door to The Pod. Still
traumatized from being rejected, he
rings the doorbell and closes his eyes
and crosses his fingers, hoping to be
accepted. It worked! The piece of
paper that then slides through the
door reads “All (hearts) welcome!”
Rabbit looks at his sign, then at the
door, and does a jump for joy.
As he enters, Rabbit sees that every
creature in there is different, but each
has a heart similar to his. As the
audience, we are also introduced to
The Pod lobby.
women’s voice: “At The Pod, we don’t
care how you look, dress, or believe in”

14. Rabbit is partying with other creatures
and sharing stories inside of of the
bar areas of The Pod.
women's voice “In fact, we believe
differences means new opportunity to
learn and discover”
Rabbit is at the window, this time he is
inside. In the fog of the window he
draws a heart.
Man's voice: “We only care that you
have an open heart”.
Text on screen:
Embrace Different.
Online
As a way to continue the narrative from the commercial and get consumers
interacting with the hotel, I want to include a nineties inspired video game that
would feature on their website. There’s an increasing nostalgia for the past as
evidenced by the popularity of nineties style clothing brands, shoes, and toys
that are selling today. This game would play into that nostalgia via its simple
pixelated visuals and arrow moving controls. Most importantly, players get to
immerse themselves in the actual hotel scenery, making it more of a space that
people might want to stay at because they saw it in a game. To further incentivize
people to play, there would a real life reward for the fastest time to finish the

15. game. In my experience, whenever a video game is being played, being number
one is always a high priority.
The synopsis of the video game is that you play as the Rabbit, and have to help
find the concierge’s lost keys. As Rabbit, you follow instructions from the
concierge and go to find the different animals that might help you. Besides the
adventure aspect of the video game, by interacting and talking to the different
animals guests who help you, there’s an underlying message that embracing and
meeting different people will help you along in life.
The web page that shows when web
goers press on the game. There are
also arrow keys shown, so the player
understands that they can move
around with them.
Continuing with the story from the
commercial, the player takes the role
of the rabbit. A text box comes up to
instruct the player along the way.
Here, he says “ The Pod! My favorite
place to stay. I remember when I first
discovered this place. So many
different people I met”.
The next scene is in the concierge of
the hotel. She says,
“Oh hello Rabbit! Thank goodness
you’re here. I’ve lost my keys. Will
you help me find them? I’ll be sure
to give you a big thank you gift if you
do.
The rabbit agrees, and user is taken
to the next scene.

16. The next scene of the game takes
place in the bar of The Pod. The
rabbit runs into one of the guests,
Mr. Lion. He says,
“Hello Rabbit, nice to meet you.
Sadly, I haven’t seen the concierges
keys. But why don’t you ask
elephant? He’s very wise. And here’
borrow my shoes so you can run
faster.
The rabbit searches the hotel to find
the elephant. The elephant tells him,
“Hello Rabbit! Nice to meet you. I
don’t have your keys, but I did see a
mouse with some... Why don’t you
go and ask him? Here, borrow my
sense of smell so you can find him
better.
When the user searches the hotel
enough-- they eventually find the
mouse in one of the rooms. The
mouse says,
“Oh hello Rabbit! I’m afraid you’re
right. I’ve accidentally taken the
hotel keys instead of my own. Here
you go! Nice to meet you, let’s hang
out later.
At this point, the player has to find
their way back to the concierge and
give back the keys. Upon receiving
the keys she says,
“Thank you so much Rabbit! You’re
one of our best guests here. Why
don’t you stay here free of charge for
a few days. I’ve also made you a
carrot cake!

17. After the player finishes an ending
window will pop up with their time.
As the game won’t run forever,
they’ll be prompted to enter their
email to see if they have won.
Out of Home
For the out of home advertisements, I wanted to preserve the theme of
differences being a good thing, by sharing mini narratives of what might happen
when people from different backgrounds get together at The Pod. Each one is
about taking risks or willing to share a space with somebody new, and how that
leads to something good and happy. Visually, I wanted to keep with the whimsical
nature of the the campaign.

18. For the next set of out of home ads, which I would presume to be on bus stops
and subway walls, I went with the more general theme of The Pod being a place
that’s open to everybody, along with the whimsical pictures of animals that has
continued throughout. On a deeper level, the animals are different species, but
still get along.

19. The last set of out of home ads, I wanted to be a little more playful and useful to
actual street goers in NYC. They would incorporate objects such as charging
outlets, umbrellas, and free wifi, in the space they take up. By “lending a helping
hand”, the idea of The Pod being a friendly, helpful, open space to spend a night
is still preserved. They would be placed in bus stops both on the inside and
outside.

20. Experiential
Even though the Pod Hotel is a place to stay, they still want their guests to
explore the city and fall in love with it the way they have. Similar to the Amazing
Race, the “Amazing Pod Race” will take guests throughout the city and force them
to discover and meet new people, while also having fun performing tasks. The
reward is a week’s stay at The Pod Hotel.
The race will be instructed over social media, especially twitter, where the first
clue will be given out. When the players have gotten to the spot the clue talked
about, they perform a task and get points on it. At the end, the group or person
with the highest performance tasks wins.

24. Growing up an area known for its academics also meant being surrounded by a lot of
academically smart students. From the outside everything about them seems fine. They get
good grades, they do extracurriculars, and eventually graduate. But If you ask them one on one
how they’re feeling, you find that they grapple with stress and pressure from the standards set
by their parents, many of whom grew up in another country. While their intentions are good,
the requirements they set for their children, and the punishments for not attaining such
requirements, keep teens in an all time stress bubble. This campaign is about highlighting the
prevalence mental health among teens that is charged by their parents. Also, it’s an effort of
starting a conversation about a topic, mental health, that is largely still not talked about and
taboo in many communities. My aim is to communicate with parents who many not realize they
are damaging their kids mental health.
Out of Home
A lot of the time when mental health is talked about online or just in passing, it’s easy to stop
thinking about it when the conversation is over. In order to get people face to face with the
conversation, I want to put three big blackboards around the city or town they are in, for
example San Jose California . Each will be painted with leading lines that a student might write
in private to their parents. They all start with “Dear Parents,” followed by a confession. A lot of
the time students, especially those with parents from a different culture, find it hard to talk to
their parents about stress and anxiety. By having the chalk boards, and chalk to write, students
can do anonymously, while still making a statement.

25. The next out of home idea involves two parts. In the first part, there would be a website where
students would be given a question about school, how they’re feeling, or stress they have.
Short or long, the answers are anonymous. Each day the language is analyzed and the computer
will identify words that reflect happier language, hopeful, as well as depressing language. This
information would feed a digital representation of a head with a brain, that changes colors

26. depending on the mental happiness status of that area. So for example, in San Jose California,
the answers that students respond to there would make the brain turn blue if mental status
was good, red, if it was bad, and yellow if both positive and negative language were equally
present. The digital board is a way to see and face the damage, rather than just talking about it.

27. The last out of home advertisements I created would likely be billboards. While the effects of
mental health are hard to illustrate, instead, I used everyday objects that still convey the same
meaning.

28.
Petfinder has always been a site that I enjoyed looking at to imagine the
future dog I might own. I realized I wasn’t alone in this odd hobby, as another
girl was doing the same in class, stopping every so often to point out, “that's
him, that’s that’s the one”! After doing some research into what people said
about adopting their animals, I realized there was an energy and happiness
so pure when people talked about the moment they found their future
companions. More importantly, a lot of people didn't see themselves as
saving their pet, but their pet saving them. In a lot of the ways, it was like
reading relationship stories between two humans, but even deeper so. Within
this campaign I wanted to highlight tight knit almost human like relationship
between pet owner and pet, and the idea of finding the “perfect match”.
Commercial
Shot of girl sitting in a lounge chair.
Bored, monotone, looking towards
camera.
“I”ve never really been a people person.
A lot of their characteristics I find
bothersome...”
Throughout, she’s the same person
going through these scenes. Here, she’s
at a loud restaurant still looking at the
camera. People next to her are
enthusiastic and laughing. She says,
“Their high volume”

29.
The next scene is her at an office desk,
with her coworker talking in her face
about a boring story of her night out.
Looking at the camera still, the
monotone girl says,
“ the way they talk on and on about
nothing”
Mother comes up to her, fixing picture
frame behind her. Girl is still looking
towards the camera when the mother
says ,
“Darling you must really wear more
colors”
The monotone girls says
“Their high standards”
A cat jumps into the girl's lap. We see
her start stroking the cat and smiling. In
a monotone voice again (this time
smiling), the girl says,
“Peaches is the only one that gets me.
We laugh at the same time. We have
the same view on the world... She’s my
perfect match”
Baby voice: “Isn’t that right peaches!”
Find your match

30. Commercial 2
A man sits with his back straight against
his couch. On his wall in the back of him
are tons of pictures all pinned inside
hearts. We can’t see exactly what the
pictures are.
The camera zooms up closer to him.
He says,
“Wow (takes a breath) what can I say,
Penny has changed my life”
Scene of him running through the park,
face still looking and talking to the
camera. He says,
“But now I’m running more!” He almost
runs into a guy without realizing it.
He’s sitting really close next to a bored
looking coworker. To the camera he
says,
“I have A LOT more photos to show
people” laughs hard.

31. He’s in the kitchen with an apron on,
cooking up something. He looks at the
camera and says,
“I even learned how to cook for the both
of us”
Out zoom, he’s sitting at the table with
his dog, they're both eating their meal.
He looks at his dog
“I know people think i’m odd”. He looks
at his dog and smiles. “But I love her”
Find your match

32. Out of Home

35. Twitter Campaign
For the twitter campaign, I wanted to continue the human like aspects of
animals. Each week Petfinder would feature a non-adopted animal who
would “speak” about themselves on twitter. Of course there would be a
human behind the desk, but one who has interacted with the animal enough
to know its personality, and characteristics. In this way, people have a fun way
to interact with their future pet. Not to mention it’s kind of a laugh to see.

36.
Experiential
There’s something about being surprised with the joy of puppies and cats
after a strenuous day at work in the city. These petfinder popups would be
setup to look like a patch of grass with wooden posts around, and inside
people can interact with the available pets. While selling products outside
doesn't always work, there’s something about interacting with an animal and
knowing you found the one, that doesn’t let you leave empty handed.
Participants are encouraged to take pictures with the puppy's, something
that’s not hard to get people to do and then add the hashtag #perfectmatch.