Original campaign concepts
Creative strategy
Marc'o Polo
Black Friday, but make it sustainable
Marc'o Polo
Capsule collection campaign concept
The challenge: How can a sustainable brand promote their Black Friday sales without coming off as hypocritical or aggresive?
One way to approach about touchy subjects and inspire people to behave pro-socially is through humor. I developed this campaign concept to discourage over consumption without villainizing consumers for taking advantage of Black Friday sales, reminding them that if their goal is to improve their style, investing in better guality garments is better in the long run.
On the left I placed MOP's beautiful pieces, and contrasted them with trash compositions in similar arrangements on the right for a punny visual gag.
The "Future Vintage" concept was meant for a special collection from Marc'O Polo. This campaign was directed at the brand's youngest customer segments, and sought to stand out as a sustainable choice for the style-and-eco-conscious youth.
The challenge was to capture the versatility, timelessness, durability and quality of the garments AND appeal to Gen-Z and Milennial customers in just a title, a tagline. and a moodboard.
"It's a win-win" (everdrop)
Boosting awareness and affinity through humor and empathy
After researching the marketing of everdrop's competitors to design a campaign that would make the brand stand out, I landed on the idea of "reviews". Brands tend to praise their own products on social media, but I decided to put a spin the common practice:
I created characters to review the products using common internet slang. Each one symbolized one great benefit of the everdrop line: For example, "Your Skin" praised the mild, anti allergic benefits of the product, "Rabbits" were happy that they were cruelty free, and "Sea Turtles" loved that the packaging contained no polluting plastic.
The campaign showcased the brand's personality and drove home the message that the net effect of the products was positive for both the customer and the environment: A win-win.
Growing the customer email list and cultivating brand love, all in one go!
Interactive easter campaign concept
Since everdrop was relatively new to the market, their marketing priorities focused on brand positioning and customer affinity. Everdrop already offers a 10% discount for anybody who signs up to their newsletter, so for this Easter campaign, I found a fun twist to involve their audience and get more people to know the brand. It's an Easter egg hunt where every egg held the 10% discount offered in the website, as well as the opportunity to be one of 3 lucky winners of a full set from the brand. This gift is designed as a perfect opportunity to get user-generated content from the winner as part of the dynamic. The strategy included involvement from local niche influencers finding eggs and commenting on the game to generate interest and awareness.
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