Brand Camp 

A “creator’s summer camp” where kids team up with real brands to creatively solve real problems and help to expose people of color to the advertising industry at an early age to not only increase diversity but decrease hemegony in the industry. 

 

Brand camp is a summer camp for creators - the culture lovers, the conversation starters, the doodle masters. 

Become the leader in defining the path to advertising for diverse youth. Shift the focus on people as individuals rather than groups to battle hegemony. Start the industry trend in creating sustainable change.

The Ask: 

Develop insights and generate ideas on how to fix he diversity gap in the advertising talent pipeline. 

The Real Issue: 

Not enough students of color consider advertising as a career path because either they don't know about it, or feel like they can be apart of it

 

The industry is plagued with hegemony, it’s a systematic effect based on preconceived notions that favor white men.

 

We can’t break down years of systematic racism in a day but, we can build a better system for tomorrow. 

The Opportunity: 

If there isn’t a diverse pipeline, cultivate

this one.

 

We can decrease hegemony and Increase Black and LatinX representation by providing inclusive exposure to the industry through guiding creative thinking of the youth. 

We want to reshape the story and present advertising as an inclusive, creative-solving problem career path. 

It’s an opportunity for young, diverse talent to team up with real brands to solve real problems, creatively.

Advertising is a bit like Oz,

one day you just land here

We're Playing the Long Game

Success means an influx of talent from culturally and economically diverse communities, ethnicities and people of color. Eventually increasing diversity in the talent pipeline  and begin by fostering relationships with diverse talent early on.

There will be a network of continued engagement after the camp. This can become a feeder program for other group initiatives, as well as an opportunity to create a scholarship for camp graduates.

Structure:

Age range: Teens

This is when young men and women are first gaining a sense of themselves. They are beginning to make more of their own choices. They’re starting to wonder what life after school could look like.

Their problem-solving skills are developing. They are beginning to not take the things adults tell them at face value. They’re using flexible thinking, like adapting approaches based on results. They’re using metaphors more. And they’re beginning to develop a worldview and values.

 

Time Frame:

Weeks: Three 

Time: Once a summer 

 

Cost

We are hungry for their talent, and the means to afford a fee should not be a deterrent.

Location:

Type of camp: Sleepaway/Overnight  

Where: College campuses

3 Levels

Brand Camp Juniors

Brand Camp Seniors

Brand Camp Elites

Real Brands, Real Issues 

Real brands like Lexus, Expedia and Häagan Dazs can get involved and the campers can help solve real issues in the world. 

Introducing: Brand Camp "Brain Riot"

A camp to stir the imaginations of future advertising renegades.

 

It’s a place for brilliant minds to come together and spark each other. But unlike a storm, that comes and goes, a Brain Riot is meant to start a revolution.

 

To create a lasting impact. To change our industry.

Goal: 

Exposing them early on, get them excited about pursuing a creative career path, 

and provide them with the resources to develop the skills and opportunities needed to succeed. 

 

Inspire, encourage, and galvanize

more diverse youth to pursue a career in advertising by providing:

 

  1. Early exposure 

  2. Resources

  3. Opportunity

Grades: 5th to 8th 

Campers: 20 

Teams:  4

Grades: 9th - 12th 

Campers: 30 

Teams:  6

Industry professionals and camp “graduates”

Teach and mentor the campers - exposing them to to the creative aspects of the advertising industry and building connections between Black and LatinX ad professionals, the campers, AND their  parents/guardians. 

Leadership Structure 

Main Instructors: 

These are the people that are going to be leading the projects, classes, and workshops

  • Industry Creatives 

  • College Professors in Advertising Programs

Agency Instructors: 

Department/creative directors for each team

  • Employees on the brand accounts participating in the camp

Counselors:  

Live in the dorms, ensure kids get to the classes, participate in bonding activities, administrative duties, help manage teams, and participate the brands

  • Current College Students 

  • Alumni of Brand Camp

Brand Reps: 

Act as judges for the brand projects and assignments 

  • Brands participating in the camp

Camp Curriculum

Part 1: Gamification

Create a role-playing phone game with the dolls that tells stories about how kids are acting, and what they are doing each day.

Part 2: Reinvention

Create American Boy Dolls. Break gender norms and create a doll that boys would love
to play with, while also empowering all kids, regardless of gender/sex.

Part 3: Content Creation 

Work with a known social content creator to make a video for social media to launch the new dolls to other kids.

The ultimate reward...

Their work featured on the brand and a younger celeb/influencer’s Instagram and TikTok channels.

Having a major brand and a respected content creator share their work will get these kids
excited about what they can do...and be.

We’ll create one

overall challenge:

Let’s give American Girl Dolls a reboot. Not only to be a representation of modern society, but also to make the dolls represent and appeal to boys.

Then break it into assignments that
contextualize what we do in terms kids
understand.

Camp Recruiting 

If they won’t come to us, we go to them. 

We will recruit in school systems that will yield a diverse body of campers.

We will engage guidance counselors and arts teachers to guide students to the camp.

OOH: Schools, Buses, Lockers

OOH Comps

...and get the parents and guardians on board

OOH: Bodegas, Bus Shelters, Local Businesses

OOH Comps

Social 

Instagram, Twitter, TikTok, Snapchat

Website 

Team: 

Laura Gardner: Copywriter

Nebraska White: Copywriter

Hamza Ali: Art Director

Charlie Hudson: Strategist 

Amanda Yoon: Creative Brand Manager