Ian JohnsonAccount Planner

Faith Hill Tim McGraw Branding Platform

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My hardest challenge by far was developing a branding solution to help two artists connect with fans in a new but profitable way for Greenlight Media.

We decided to take the idea of pairing brands and artists and take it to the next level.

What could we do to help save the music industry?Creative Brand Manager: Kendall Beveridge Copywriters: Dylan Meagher, Talia Ledner

Strategists: Ian Johnson, Jessica Collins Creative Technologist: Jacob Abernathy

Art Directors: Joyce Kuan, Marisa Domenech

Business ProblemAs digital sales increase and tangible albums sales continue to flatline,artists need to find new ways to connect to fans and create revenue. Countrymusic especially is at a precipice, as sales are anchored primarily in big box stores that are limiting stock.

Challenge: Develop brand partnerships for Tim McGraw and Faith Hill that feel

natural and generate maximum revenue

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Concerts are the new cash cow.Live shows provide viewers with an experience. While ownership of music is blurring, an experience is solely owned in the memory and heart of the concert-goer. Concerts are an event built off of endless and intense anticipation, where merchandise and brands can connect with people on a different wavelength.

Strategy

Key Insight:

While we had been challenged to come up with brand pairings for Tim and Faith, we saw a much bigger opportunity. Expanding the possibilities of

concerts was something that can help every artist.

Concerts without barriers

ConceptCrew Pass is a completely customizable and flexible platform that streams live concerts into music fans homes. The platform utilizes branded content to involve fans into nearly every facet of their favorite artist’s concert from preshow to postshow.

Fans can choose from their favorite Greenlight artists and either purchase single shows or create a flexible subscription. Shows would only be made available if tickets sell past a preset amount with Ticketmaster.

Faith Hill’s sample page includes a number of custom widgets, including the ability to vote for her show outfit,

alive peek into rehearsal, and Faith’s Twitter feed.

After the show starts, fans can choose from five cameras with 360 degree movement. The viewing panel can also expand to fullscreen. New widgets would allow fans to talk to each other during the concert, sing with lyrics, and purchase live or pre-recorded versions of songs.

The Aftershow page allows Greenlight to promote their artists through merchandise, suggest related artists, and

allow further song purchases.

Crew Pass LaunchCrew Pass would be advertised first to influential bloggers, writers, and public relations through kits with everything needed to make the home experience as close to being there as possible.

Tim and Faith would help to launch it mainstream. Tim’s Dallas show would be shown live on national Wal-mart televison screen with his current products featured in the store. Faith would partner with Sephora and Crate and Barrel to offer trial passes at checkout.

Oreo Social Media Strategy

Everyone has their own Oreo moments. Eating Oreos with loved ones and friends is a ritual in itself.

While recent social media campaigns have reinforced this ritual, moms have been left by the wayside.

How could we talk to moms without being obvious or fake?

Strategists: Ian Johnson, Sara Cobaugh, Melissa Cabral, Justin Gamero, Katie Chapin

Business ProblemAfter the impact of the troubled economy, moms are looking for small ways to save. Oreos are quietly being threatened by generic cookies and need help recapturing a larger market share.

Challenge: Reinforce the emotional value that Oreos

have held for over 90 years through social media.

Moms and Social MediaAs Dig Research indicates, social media is the

“new neighborhood” for moms. More moms aregetting on Facebook and Twitter than ever before.In fact studies show that moms use mom-centric

social media 68% more than before having a baby.

Insights

Strategy

Bite Sized EntertainmentThese moms not only have to deal with jobs but also running a household and keeping up with the rest of their life. The internetand social media are well needed breaks to keep them sane.

Sharing affirms “Mom-dom”Moms are able to share their experiences on social media, allowingsupport and advice from other moms. This sharing lets them knowmoms have the same problems and stress that they do.

Moms like me “On Demand”This ability to connect so easily with other moms removes some of thestress from the day, letting them “laser socialize” in brief moments of time. The internet gives them advice at their fingertips and most importantlykeep up with their friends they had before kids.

Give mom a cookie for a change

We saw how moms use the internetand social media as a break from the

hectic day. If Oreos were a treat that moms gave their children, why not recognize all

the the work that moms do.

Campaign LaunchIn order to develop the idea of Mom Moments in

an organic way, we will will work with the hit show Modern Family to center an episode around it.

Mom MomentsMom Moments are something every mom deals with that only other moms could understand. From kids scribbling on the wall, “I love you mommy”, to driving four kids to four destinations, mom needs recognition. These moments are already being posted already on Facebook and Twitter everyday.

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CampaignOreo would then create an application through Facebook Connect to link moments from both

Facebook and Oreo’s site. Moms can commend other moms with personalized virtual cookies and visit and comment on

recommended mom blogs.

Mom Moments are also incentivized, as tagged posts on Twitter and Facebook would earn points for discounted Oreo products and custom

family memorabilia through a Shutterfly partnership .

Band-Aid Creative Brief

An iconic brand. A trendsetter. A generic product.Although Band-aid has been at the top for generations, cost-conscious parents are cutting back, and coming to the conclusion that Band-Aid is

like any other bandage.

What can we tell the defectors?Strategist: Ian Johnson

WHAT DO WE WANT THEM TO THINK ABOUT BAND-AIDS?Band-Aid gives you the freedom to be fearless

Creative Brief

HOW DOES THIS SOLVE THE TASK AT HAND?! We will reinforce emotional value within Band-Aids, which has been there since it was produced in the 1920’s but has fallen away with a weakened economy. Along with a more convenient package design, we will be able to place Band-Aid anywhere close by to where adventures outside occur. With a positive message about exercising/playing more outside, parents will again trust Band-Aid to be the only bandage brand within their home.

WHAT SHOULD WE KNOW ABOUT THESE FAMILIES?

Band-Aid means more than covering wounds.

Parents not only found that Band-Aids help to heal wounds, but can be used simply to ease a child’s fears and calm them.

Kids are increasingly spending less time playing outside Studies have shown that kids are spending significantly less time doing outdoor activities.

In a decade, the amount of kids playing outside: swimming, fishing, or playing touch football has declined by a third. The adventures that parents used to spend as a kid in the outdoors

have become more and more just memories as kids spend more time watching TV and playing video games.

WHO USES BAND-AIDS?! BandAids currently are evenly used by men and women, and are most frequently used by families with younger children.

WHY HAS THIS HAPPENED? While Band-Aid owns the market, they are unable to make a product that

cannot easily be reproduced by private label retail stores.

TASK:! Allow Band-Aid to separate itself from the no-name imitators that are cutting into sales due to low prices.

Virginia Tobacco Settlement Fund Campaign

What else can you tell teens that they haven’t heard before? Smoking kills, gives you bad breath, rots your teeth, it’s all been said over

and over. The Virginia Tobacco Settlement Fund came to us with the challenge of saying something new to the millennial smoking audience.

Creative Brand Manager: Blake Manosh Copywriter: Talia Ledner

Strategists: Ian Johnson, Melissa Cabral Creative Technologist: Jacob Abernathy

Art Director: Joyce Kuan

Business ProblemThrough their campaigns, Virginia Tobacco Settlement Fund has reduced teen smoking in Virginia from 30% to 15%. However, the visibility of smoking outdoors and the small community of high school reinforces the perception that teen smoking is common.

Challenge: Deflate misperceptions and mystique about teen smoking

Target: “Swing Smokers”

While these teens may not consider themselves “Smokers”, they still will smoke casually in social situations. The habit may not mean full addiction now, but can become a problem later in college or life. They are at a place in their life where they may smoke more or quit.

Curiosity, not BelongingSmoking their first cigarette isn’t a ritual or initiation.

It’s a personal test. Their view of smokers isn’t born of reverence or aversion, but more of intrigue.

“I’ll try anything once.”

Peer Access, not PressureThese teens don’t have cool kids pushing cigarettes on

them, but they have friends who smoke around them. This simple association creates the ability for potential smokers to continue smoking when hanging out with

the group.

Strategy

Smoking is the most uncreative way to be a rebel.

Insights

Brand Manifesto ConceptThe League of Extraordinary AverageHere’s the thing.

We don’t think smokers deserve to be called rebels."

Rebels take action,they stand out,they shake things up,they make stuff."

They don’t lurk outside in sad, smelly huddleslacking the capacity to think for themselves."

Smokers seem flat out lazy.Shouldn’t you have to do something to earn the rebel title?"

Anything is more challenging than smoking.ANYTHING."

So we decided to find out what that anything was."

We are the League of Extraordinary Average.A band of young toughs ready to do something different;Rebels of tomorrow creating where it’s least expected."

We pursue the everyday daring."We can make the boring bizarre.""

Are you ready to brave the competitive creative?"

Join us.And leave the cigarettes for the uninspired.

Some call us nonsmokers. We’ve just got something better to do.

The League of Extraordinary Average joins teens under the idea that anyone can be creative. They a part of a collective that celebrates them for who

they are, not telling them to do or be anything.

Creative WorkOur campaign revolves around both the digital and real world existence of The League of Extraordinary Average.

TV

Posters will display activities submitted by teens that can be easily created from everyday items.

Sample poster instructs reader how to play the sport of “bike polo”.

TV ads will feature teens creating their own video content, showing new ways of using the everyday

to have fun with friends.

Posters

Mobile

Website

The website would let teens see other’s videos, ideas, and inspirations. Teens can also use thesite to create their own chapter of the League at their school to compete with others. After the campaign is over, we will award the winning team with $5,000. Teens can order their own “Tin of Ten” to create their own art from a restricted set of items.

Teens can view new challenges, look at chapterrankings, and view new content through a mobileapplication. This further broadens our reach and makes our message even more accessible.

Tin of Ten