Every phase.
The ask: Create a full-fledged creative campaign for a brand/company of choice.
The execution: An omnichannel campaign centered on Q-tips as a tool for makeup, made for every phase and every face.
zeroed in on the simplicity of choosing to wash cold, with the slogan "Dial it Down" and offering the concept of laundry as a "timeout" from daily life.
My role: Account manager, copywriter.
Every face.
The agency logo for Camp Media takes a literal approach to the camp theme. The word “camp” carries a double meaning: it refers both to an advertising “campaign,” and pays homage to the classic outdoor experience.
The flames of the campfire form the shape of the letter “a” in “camp,” while the logs resemble the letter “m.”
A bold, playful font was selected and colored dark brown to reinforce the outdoorsy aesthetic.
Summer camp was an exciting escape from school, introducing us to forever friends, new experiences, and a home away from home.
Camp Media embraces the freedom of authentic self-expression, channeling that spirit into every project the agency undertakes.
Research & Brief
We conducted primary and secondary research through means of a digitally distributed survey and a focus group.
Insights
Q-tips are a versatile tool for makeup.
1
Many people own Q-tips, but forget they have them.
2
There’s more to Q-tips than just cleaning ears.
3
Price, quality, and convenience are top concerns.
Target area: Chicago metropolitan area
Target audience: Aspiring performance artists (drag queens, vocalists, actors, etc.)
Big idea:
Digital
Nextdoor
OOH
Wallscape
Bus stop poster
Experiential
Viral video
Viral video teaser
:30 TV spot
Branded Product Placement
We chose to place Q-tips in a student-produced film titled, "Waiting Room," created for the senior capstone showcase SMADfest.
Script write-ins
Stills
Director: Ryan Garner
Director of Photography: Sam Rhinard
Guerilla marketing
Generated using prompts from Midjourney
Final plansbook
hey! click me
Team: Casey Frost, Meirra McChristian, Mina Hakimpour, myself.