OBJECTIVE: Build an emotional connection between The Citizenry and affluent socially-conscious consumers who value quality, craftsmanship, and authenticity. TARGET: Affluent consumers 25-40 years-old who travel internationally and reside in major metropolitan areas such as New York City, San Francisco, and Los Angeles. INSIGHT: People value the man, not the machine. IDEA: Tell the story behind the products, the process, and how artisans craft these functional art pieces. (Miami Ad School Spec Work approved by The Citizenry, 2015).

1. TINO, ROBERTO GUDINO, AARON MARTIN, EDEN PAPINEAU, LINDA RAMIREZCONSTANTINE GONZALEZ-KAKOURIS , ROBERTO GUDINO, AARON MARTIN, EDEN PAPINEAU, LINDA RAMIREZ
To view more work visit: www.robertogudino.com

2. VISIONCONNECTING THE WORLD TO THE STORIES OF ONE OF A KIND CRAFTSMANSHIP.

3. OBJECTIVEBUILD AN EMOTIONAL CONNECTION BETWEEN THE CITIZENRY AND AFFLUENT SOCIALLY-CONSCIOUS CONSUMERS
WHO VALUE QUALITY, CRAFTSMANSHIP AND AUTHENTICITY.

4. TARGETAFFLUENT CONSUMERS 25-40 YEARS OLD WHO TRAVEL INTERNATIONALLY AND RESIDE IN
MAJOR METROPOLITAN AREAS (NYC, SF, LA).

5. INSIGHTPEOPLE VALUE THE MAN, NOT THE MACHINE.

6. RATIONALEPEOPLE HAVE STORIES, DEPTH AND HEART. THEY PRODUCE PRODUCTS WITH THEIR HANDS THAT STEM
FROM THEIR CULTURE, VALUES AND TRADITIONS.

7. IDEAHANDMADE STORIES.
ADD VALUE TO THE CITIZENRY PRODUCTS BY ENVELOPING THEM WITH UNPARALLELED STORIES FROM
AROUND THE WORLD THAT ENGAGES THE TARGET AUDIENCE. THE IDEA IS TO TELL THE STORY BEHIND THE
PRODUCTS, THE PROCESS, AND HOW ARTISANS CRAFT THESE FUNCTIONAL ART PIECES.

8. TAGLINEHANDMADE STORIES FROM AROUND THE WORLD.
#CITIZENMADE

9. DIGITAL STRATEGY

10. CASUAL ENGAGEMENTA CONTEST FOR CASUAL OR NEW CONSUMERS TO THE BRAND.

11. CASUAL ENGAGEMENT CONTEST / STEP ONE
IN-FEED ADS
IN-FEED ADS WILL TARGET
DESIGN-DRIVEN “CITIZENS OF
THE WORLD” BASED ON AGE,
INCOME-LEVEL, EDUCATION,
AND THOSE RESIDING WITHIN A
MAJOR METROPOLITAN AREA.

12. CASUAL ENGAGEMENT CONTEST / STEP TWO
PINTEREST SEARCH
THESE ADS WILL HAVE A LINK TO
THE CITIZENRY’S PINTEREST
BOARD SHOWING THE “MAKING
OF” DIFFERENT PRODUCTS
THROUGH PHOTOS AND VIDEOS
WHERE THEY CAN WIN FREE
ITEMS.

13. CASUAL ENGAGEMENT CONTEST / STEP THREE
PINTEREST SEARCH
TO BE ELIGIBLE TO WIN A
PRODUCT FROM OUR SITE,
CONSUMERS WILL HAVE TO
RESEARCH WHICH TYPE OF
LEATHER, SHADE OF COLOR, OR
TYPE OF MATERIAL THE ARTISAN
USED IN CREATING A UNIQUE
WORK OF ART.

14. CASUAL ENGAGEMENT CONTEST / STEP FOUR
EXPLORING PRODUCTS
THIS ENTICES CONSUMERS TO
EXPLORE THE PINTEREST BOARD
AND BECOME MORE
ACQUAINTED WITH THE
CITIZENRY’S PRODUCTS AND
SHARE THEIR FINDS ON
FACEBOOK.

15. CASUAL ENGAGEMENT CONTEST / STEP FIVE
EARNED MEDIA
ONCE THEY HAVE THE ANSWER,
THEY WILL SHARE IT IN THE
COMMENTS SECTION OF THEIR
FACEBOOK POST TO ENTER AND
CREATE EARNED MEDIA
IMPRESSIONS FOR THE
CITIZENRY.

16. DEEP ENGAGEMENTA CONTEST FOR DEVOTED OR HIGHLY ENGAGED CONSUMERS.

17. DEEP ENGAGEMENT CONTEST / STEP ONE

18. DEEP ENGAGEMENT CONTEST / STEP THREE
EARNED MEDIA
CONSUMERS WILL UPLOAD
PHOTOS OR VIDEOS OF THEIR
TRAVEL ADVENTURES ON
FACEBOOK AND WILL POST WHY
THEY SHOULD WIN A TRIP TO
MEXICO. THE MOST SHARED
TRAVEL STORIES WILL WIN AN ALL
EXPENSE PAID TRIP TO
EXPERIENCE THE SIGHTS,
SOUNDS, AND ART OF MEXICO.

19. EXPERIENTIAL
STRATEGY

20. INSTALLATIONSINSTALLATIONS FEATURING A PRODUCT FROM A CITIZENRY CHAPTER LOCATED IN TARGET CITIES (LA, SF, NY).
LOCATION OPTIONS ARE AIRPORTS, SUBWAY ENTRANCES (GRAND CENTRAL AND TIMES SQUARE) AND OUTDOOR FESTIVALS.

22. POP-UP GALLERIESPOP-UP GALLERIES IN MAJOR METROPOLITAN AREAS THAT SHOWCASE THE CITIZENRY PRODUCTS,
ALLOWING CONSUMERS TO INTERACT WITH THE PRODUCTS IN REAL LIFE, BUY THEM FROM THE VENUE AND GET
ADDITIONAL INFORMATION FROM A GALLERY REPRESENTATIVE.

24. POP-UP GALLERIES / SOCIAL ENGAGEMENT

25. THANK YOU
To view more work visit: www.robertogudino.com