AD TEAM

For two years, I worked on UO’s National Student Advertising Competition Team, first as an intern then strategy director/all team co-director. With around 25 teammates each time, we created a year-long campaign with a fully formed strategy, creative executions, and media plan. Highlighted below is the 2017 presentation for Tai Pei Frozen Asian Foods. To see the 2016 Snapple Campaign, click here!

Objective: Expand Tai Pei's reach to a new market of young millennials by highlighting product's taste, convenience and price.
Problem: The largest issue faced by Tai Pei is its low brand awareness with only 2% of our target knowing of the brand.
Insight: Young millennials are moving away from traditional eating routines of three meals a day and instead consuming numerous snack-like meals throughout the day.
Solution: Show Tai Pei as the quick, convenient and affordable answer to this new eating trend.

STRATEGY

 On THE WAY DOWN SUBWAY STAIRS, COMMUTERS WILL SEE THE SAME AUTHORITARIAN STYLES ADS AS THE WALLSCAPES THAT STARTED THE CAMPAIGN. WHEN TRAVELING BACK UP THE STAIRS, THE DRAGON APPEARS AS THE TAI PEI FORCE TELLS COMMUTERS TO EAT WHEN THEY WANT.

On THE WAY DOWN SUBWAY STAIRS, COMMUTERS WILL SEE THE SAME AUTHORITARIAN STYLES ADS AS THE WALLSCAPES THAT STARTED THE CAMPAIGN. WHEN TRAVELING BACK UP THE STAIRS, THE DRAGON APPEARS AS THE TAI PEI FORCE TELLS COMMUTERS TO EAT WHEN THEY WANT.

 PRESSURE SENSING DECALS CHANGE AUTHORITARIAN STYLE ADS ON THE DOOR TO AN IMAGE OF A CRACKED SCREEN AND THE DRAGON SYMBOL.PRESSURE SENSING DECALS CHANGE AUTHORITARIAN STYLE ADS ON THE DOOR TO AN IMAGE OF A CRACKED SCREEN AND THE DRAGON SYMBOL.

PRESSURE SENSING DECALS CHANGE AUTHORITARIAN STYLE ADS ON THE DOOR TO AN IMAGE OF A CRACKED SCREEN AND THE DRAGON SYMBOL.PRESSURE SENSING DECALS CHANGE AUTHORITARIAN STYLE ADS ON THE DOOR TO AN IMAGE OF A CRACKED SCREEN AND THE DRAGON SYMBOL.

 LATE NIGHT POP-UP ALLEY TAKEOVERS ARE PROMOTED BY LASER GRAFFITI ON BUILDINGS AND IN THE SKY, THAT INVITE THOSE WHO OUT LATE TO INDULGE IN TAI PEI.

LATE NIGHT POP-UP ALLEY TAKEOVERS ARE PROMOTED BY LASER GRAFFITI ON BUILDINGS AND IN THE SKY, THAT INVITE THOSE WHO OUT LATE TO INDULGE IN TAI PEI.

 CONTESTANT WILL PLAY AN ESCAPE ROOM SERIES, FLEEING FROM A BREAKFAST DINER, A LUNCH CAFETERIA, AND A SIT-DOWN DINNER RESTAURANT. THIS EXPERIENCE WILL LIVE AS LIVESTREAM CONTENT FOR BOTH YOUTUBE AND TWITCH, TO CREATE DIGITAL HYPE.

CONTESTANT WILL PLAY AN ESCAPE ROOM SERIES, FLEEING FROM A BREAKFAST DINER, A LUNCH CAFETERIA, AND A SIT-DOWN DINNER RESTAURANT. THIS EXPERIENCE WILL LIVE AS LIVESTREAM CONTENT FOR BOTH YOUTUBE AND TWITCH, TO CREATE DIGITAL HYPE.

Upstream '17 Team

Strategists: Emma Pindell (Strategy Director), Benson WinkBen NealColleen CassRachel Benner

Creative Directors: Emily Leclerc and Tucker Stosic

Art Directors: Devyn HolbrookJasmine TranKevin Camacho

Writers: Mac MullenTim FarahTalia Bootz 

Videographers: Kyra Bailey and Key Higdon

Media Planners: James McAndrew (Media Director), Hailey GellerEmma HymanEmily SaraleAshley GravesCailin Wolff