McKinney | Creative Brief | Strategy & Creative
TL;DR
The Ask:
Create a Spring campaign that lives within the Work Your Magic platform.
Audience:
Resourceful Creators create their own unique Spring magic with an air of savviness and creativity. She needs to make sure she’s got what she needs when it comes to warmer weather from clothes, gardening gear, outdoor and home decor.
Springtime is all about magic of renewal and the bringing in the new from the weather, food, parties, fashion, and activities.
Strategic Approach:
Way In 1: Ross helps her get back to the light of her social circle.
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Way In 2: She owns spring sabotage with her magic, and Ross by her side.
The Opportunity:
Become her Spring favorite this season - her go-to for any Spring moment.
The Challenge:
Ross is one of many off-pricers vying for her attention come Spring. Ross has to convince her that her hard earned money and creative sparks are best spent with them.
Goal:
Celebrate creative magic with a spring campaign made by creators, for creators.
The Insight:
Way In 1: Sitting on her couch all cozy feels good…until it doesn’t.
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Way In 2: Her magic is the antidote to spring’s sabotage.
Background:
Grow sales, increase visits, and elevate the brand with Gen Z.
My Role:
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Researched spring trends, audience, and competitive landscape surrounding spring clothes and feelings
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Helped to craft the strategic approach and opportunity for the campaign
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Briefed in the creative team
Who we're talking to
Spring is a whirlwind
From the weather to our feelings, we’ve got seasonal whiplash.
But despite the whirlwind people make the most of it.
Way In #1
Winter makes her retreat into seclusion…
and dive deeper into isolation.
After harsh and trying times, spring pulls her out of her hibernation
and back to IRL social life.
Insight:
Sitting on her couch all cozy feels good…until it doesn’t.
Strategic Provocation:
Ross helps her get back to the light of her social circle.
Way In #2
Winter can feel feral…
but spring is actually the most untamed season.
Spring isn't all rainbows and sunshine, it's unpredictable and lawless
Insight:
Her magic is the antidote to spring’s sabotage.
Strategic Provocation:
She owns spring sabotage with her magic, and Ross by her side.
Creative
Strategy Team:
Account Team:
Creative and Production Team:
Executive Director of Strategy
Group Client Director​​
Meritxell Ruiz: Associate Creative Director
Hannah Berling: Senior Art Director
Director of Strategy
Account Director​​
Scott Clark: Group Creative Director
Cat Marsh: Strategist
Account Supervisor ​
Omid Amidi: Co Chief Creative Officer