My idea on how to bring fame to a brand by using the psychological force that lies beneath pop culture. Inputs and questions are most welcomed.
I do not own the images - I owe awesome people in Tumblr and sites featured in Google Images
"Become a Great Digital Strategist" Skillshare class project
Client: Playground Sessions
Creative brief: https://docs.google.com/document/d/1MyfvU_mLd18cuDGgDNBSnZtrGisNCFHbYG_2Gbj81o0/edit
In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
"Become a Great Digital Strategist" Skillshare class project
Client: Playground Sessions
Creative brief: https://docs.google.com/document/d/1MyfvU_mLd18cuDGgDNBSnZtrGisNCFHbYG_2Gbj81o0/edit
In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
From Disney princesses to Dove, metaphor is a powerfully emotive tool for marketers. But it’s vital for brands to understand how the meaning of their metaphors changes between cultures.
With Conagra Foods as our client, we used research to reach an insight and devised a plan to put Orville Redenbacher's Popcorn in center stage. Moms were our target and in order to connect with them, we designed ads for social media and in store displays.
Havaianas Launch in Russia during Winter was my first presentation in "Strategy Ideas in 10 slides" for my Strategy Planning Master in TAG (The Atomic Garden).
Challenge determined by Ramón Jimenez (Strategy Planner JWT, New York).
From Disney princesses to Dove, metaphor is a powerfully emotive tool for marketers. But it’s vital for brands to understand how the meaning of their metaphors changes between cultures.
With Conagra Foods as our client, we used research to reach an insight and devised a plan to put Orville Redenbacher's Popcorn in center stage. Moms were our target and in order to connect with them, we designed ads for social media and in store displays.
Havaianas Launch in Russia during Winter was my first presentation in "Strategy Ideas in 10 slides" for my Strategy Planning Master in TAG (The Atomic Garden).
Challenge determined by Ramón Jimenez (Strategy Planner JWT, New York).
4. noun /fām/ The condition of being known or talked about by many people.
1 Inspect the business issue
2 Inspect what it means in real life
3 Relate that to something in popular culture
Source: Northen Planner
14. An underlying idea or principle that
directs society‟s movement giving a
consequential impact on the culture,
society or business sector through
which it moves.
Synthesized from The Trend Forecaster‟s Handbook
15.
16. 1 What are the key themes of this pop culture
expression?
2 Do these themes appear in other pop culture
expressions?
21. Rainbow Customized Bar modeled
cake candy store after playground
Unyuuu!
Cemungudh!
Ciyus miapah!
Cute pose
Out-of-the- Parody to
blue express a
flashmob protest
24. noun /fām/ The condition of being known or talked about by many people.
1 Inspect the business issue
2 Inspect what it means in real life
3 Relate that to something in popular culture
Source: Northen Planner
25.
26. 1
FEA is a cologne brand for teenage girlswith
feminine flowery scent.
However as more competitors offering new and
different scents to choose, girls are changing its
cologne brand based on what is new and cool.
With no new scents to offer, how can FEA be sexy
again for these girls?
27. 2
Unyuuu!
Cemungudh!
Ciyus miapah!
CONSUMER TENSION:
Girls want to project itself as innocent people however their adolescent
hormone often(uncontrollably) tempt them to do not-so-innocent stuffs.
PRODUCT TRUTH:
FEA‟s flowery scent smells like an innocent spirit –feminine and sweet.
28. 3
Strategic Direction:
Portray FEA as the scent that lets you get away with anything.
Executional Strategy:
Dramatize the FEA‟s innocence effect by showing how a girl is not suspected
of doing „bad‟ deeds despite of much evidence proves otherwise.