Aspiration Bank
Strategy Brief & Creative Campaign

Task: You will develop a strategy brief for Aspiration Bank based on a provided background document. The purpose of this assignment is for you to practice applying the strategic process. You will use your Strategy Brief to develop your Creative Campaign.

Process: After compiling a Strategy Brief, I researched Aspiration Bank through their website, social media, and Google. I sought out information about their tone of voice, imagery, branding, and how their current ads look. Then I came up with a list of possible directions the campaign could go based on Aspiration’s needs and moved forward with the strongest idea.

Parent Encouragement Program
Creative Campaign

Task: Refer to one of your classmate’s Strategy Briefs as the basis for a creative campaign. Develop three different creative products of your choosing, depending on the needs of the client.

Process: I read through the Strategy Brief that my classmate created and then went to the PEP website to do further research. The brief specifically asked for deliverables for event marketing and social media, so I planned 3 advertisements to meet the needs and requirements of the client. I focused on creating headlines that will grab the viewer’s attention, inspiring and relatable imagery, consistent branding, and most importantly promoting the product well.

Continuing the Campaign

Task: Select a campaign and then continue the campaign by devising two additional ads for it. This requires that you catch the overriding concept and then, using the same voice and point of view, come up with other headlines, visuals, and copy.

Process: I remember seeing Brooklinen’s campaign on the NYC subways. I really liked the this/ that format of the copy and wanted to recreate that. To start, I researched Brooklonnen and found that their imagery is really organic, as if a friend took it, and that the color palette they use is quite bold and desaturated. Next, I thought through possible captions with a similar format centered around sleeping or being on a bed and selected ones that worked with the images I chose. Finally, I created two ads using a color scheme and images reminiscent of the original campaign with my new copy.

Sell a Fruit or Vegetable

Task: Research (and then sell) a fruit or vegetable. This is an advertising problem with an interesting virtue: fruits and vegetables are omnipresent but little thought about, there is nothing much to imitate. It is undiscovered country. You don’t have to unimagine any campaigns and can start fresh. Create two concepts for a campaign.

Process: My favorite vegetable is broccoli so I decided to work with it for my project. I started by researching broccoli and read a few articles that described broccoli as “rich in vitamins and minerals” and “the crown jewel of nutrition.” I decided to focus on this fact for my project and thought the royalty theme would be fun and unexpected, especially since a section of broccoli is called a crown. With my direction chosen, I hand sketched a few ideas and then digitally created the strongest compositions.

Well-Delivered Facts

Task: Choose a product and find numbers and facts about it and the product category, as well as about the context surrounding it. When you do have a fact that could sell your product, try to make the expression of it as user-friendly as possible. Create four thumbnails for your favorite fact, thus four chances at saying it well enough. 

Process: I decided on Reel toilet paper for this project and focused on the fact that it was a sustainable option to traditional toilet paper. I paired product imagery with attention-grabbing headlines. There are multiple ways Reel is sustainable so for each ad I focused on a different reason. This allowed the campaign to be about sustainability, but the viewer learns something new from each ad, keeping them all interesting,

Story of a Brand

Task: Investigate the history of a brand, any brand. Take notes about what story it is telling now- if it is telling one. Based on this background information, create a different story for the brand. Tell the story of your brand in PowerPoint but with no bullet points; rather, as a story with very brief chapters, each with a terrific chapter title and opening line.

Process: For this project, I thoroughly researched Krispy Kreme donuts including its background story, how the brand got its start, and the story it advertises currently. I found that Krispy Kreme didn’t advertise a strong origin story, so I strategized ways they could improve in that area. Also, I looked at their competitors and found a niche in the market where they could thrive with the right advertising.