MY WORK
MY OUT-OF-THE-BOX IDEAS WITH AN EDGE
My selection of copy works that convey my 'ambition with an edge' with some provocative and unconventional work, feauturing a range of commercial, non-commercial and personal work.
ELASTOPLAST - Z.I.Y. CAMPAIGN
Target Audience: Gen Z individuals interested in unique self-expression.
Insight: Gen Z’s commitment to authentic self-expression is rooted in the desire to be genuinely understood.
Media types/ execution forms: Ambient/guerrilla marketing in public with mannequins and print ads that look like magazine covers.
Campaign concept: A refresh of Elastoplast’s purpose of providing purely functional plasters, this campaign introduces colourful, patterned, and customised fashion plasters to make a strong fashion statement, based on a global trend of wearing plaster as fashion accessories - executed through ambient and guerrilla advertising with mannequins and faux magazine covers. This campaign is meant to be engaging to those wanting to express themselves authentically in new ways that have not been done much before.
Imitations/replications of editorial fashion magazine covers to promote the fashionable plasters as the only item you need to wear to be trendy and look good - with the focus on the new plasters from the brand that they have previously not had. These covers frame the plasters as chic and high fashion, which can help individuals express themselves authentically.
Store mannequins at various stores' display windows ‘dressed’ in only plasters as the fashion they’re promoting as trendy to wear - highlighting fashion instead of function of the new plasters that are customisable/ patterned in a surprising, eye-catching way. This will catch people's attention since the mannequins are 'naked' aside from the plasters since the idea is that the plasters are the fashion, drawing attention to them, along with the familiar phrase of 'fashion victim' being turned on its head and used in a positive way.
SIN ON SKIN - LIVE IT, INK IT CAMPAIGN
Target Audience: Middle aged to older adults
Insight: People want their authentic stories/identities expressed and remembered.
Media types/execution forms: Ambient/guerrilla marketing, posters (potential online marketing or posts), radio
Campaign concept: Promoting the local tattoo shop ‘Sin on Skin’, this campaign and its exeuctions encourage living life in a way that is deserving of a tattoo to immortalise it and to leave a legacy of one's life, using a variety of media - social media ads, posters, a radio ad, and ambient advertising. This campaign promotes tattoos as meaningful forms of art that can represent memories or important experiences for individuals since the insight highlighted humans’ desire to leave an impact - this messsage is conveyed in unique ways in public and online - to attempt to shift the negative perspective some older generations have towards tattoos due to previous negative connnotations.
Series of posters - which can also be posters or other forms of digital ads - with macabre, edgy visuals to align with the brand/store's atmosphere and look which is more alternative, as well as featuring meaningful copy to convey the message of the campaign to promote getting tattoos as a special art form that can immortalise something uniquely special. This combination of the shocking, intriguing visuals and copy that prompts introspection about one's life and legacy.
Another form of unique marketing is temporary tattoo marketing worn in public by willing customers of Sin on Skin - spreading the campaign’s message and copy lines in a subtle, unique way that will be seen by many people. These can also be posted online as additional content and marketing.
Public, ambient advertising in subtle ways by displaying tattoo art in public spaces to convey the beauty of tattoos. People are likely to take pictures by this ambient advertising since this is appealing for social media, which is additional marketing.
The campaign also features a radio ad targeting older individuals who still listen to the radio, beginning with a conversation about passions in life, followed by inspirational encouragement about how meaningful tattoos can be. This is a casual, yet motivational, form of marketing, trying to connect with the listener.
AIRWICK - SCENT OF YOUR SANCTUARY CAMPAIGN
Target Audience: All home-owners (focusing on older Gen Z upwards)
Insight: Scent allows people to control their personal space and create a sense of unique belonging.
Media form/execution type: Magazine print ads, video, ambient/interactive advertising
Campaign concept: A campaign reframing the brand as more than a fragrance brand, encouraging the embrace of a personal/signature scent to transform personal spaces and to create a unique sense of belonging - evoking memories and feelings since scents can also do this. The campaign was meant to focus on a simple, single-minded benefit of the brand - that its products improve the smell around someone - but I chose to delve deeper and add more meaning, since scents can have such power.
This is a series of unconventional, striking visuals that capture the viewer's attention and then convey different Air Wick scents and the scenery that those scents create. These strong visuals are paired with the light-hearted, playful copy.
An active, interactive installation featuring massive Air wick spray bottles in public space - malls, parks etc. - with a door at the back and screens lining the walls inside.
Once entered, the individual can choose a scent and the surrounding digital screens inside the bottle pod will display relevant visuals, a small spray of the scent will fill the pod, and speakers will play sounds aligning with the scent.
E.g. If an individual chooses the ‘Ocean Breeze’ scent, the screens will show beaches, waves, island visuals, the scent released will smell like sea salt and tropical fruits, and the sounds of waves crashing and sand crunching under one’s feet will be played.
This is an immersive experience targeting multiple senses to convey the power of a scent.
ALWAYS - DON'T LET THEM TIE THE KNOT CAMPAIGN
Target Audience: Parents
Insight: People do not care about issues unless it directly affects them or their children.
Media form/execution type: Billboards, an Instagram post, and ambient/guerrilla marketing
Campaign concept: A provocative campaign urging people’s action against the prevalence of child marriage using simple, yet shocking, visuals and blunt copy - reframing the issue in a modern, Western context to resonate with parents. This campaign aims to provoke people by causing emotional reactions to the provocative visuals, copy and concepts being depicted, while also shifting the blame onto the viewers since the insight proved that people passively ignore social justice issues - this 'guilt-tripping' is meant to spark action against child marriage.
Social media posts with factual statistics, guilting viewers into realising the severity of the issue, and posters with simple, to-the-point copy using traditional weddings terms.
These are public posters/billboards that raise awareness about the issue in a simple, straight to the point, easy-to-understand way so nobody misunderstands or does not comprehend the message. Using common wedding turns and twisting them in a way to show the depravity of this social justice issue, it is more likely to resonate with people who are familiar with these terms.
Bridal displays defaced with graffiti spreading the message by depicting the child as the bride - the red spray paint is 'in-your-face' and hard to ignore, while also representing the blood of these innocent young girls forced into marriages.
Continuing on from the posters/billboards, some common wedding and marriage terms are used to be more familiar to viewers.
By being at bridal stores - a happy location - this element of the campaign is more impactful since the physical child bride mannequins and the shocking copy sticks out in contrast with the white and the expectations for a bridal shop and store display windows.
STER-KINEKOR - REEL CLASSICS CAMPAIGN
Target Audience: Gen Z movie watchers
Insight: Gen Z enjoy feeling part of a community through immersive experiences allowing them to participate.
Media form/execution type: Ambient ads, posters, digital ads
Campaign concept: A campaign reviving dead cinema - since most people consume media through streaming services on their phones or devices at home - by highlighting the cinema-specific experiences that make movie-viewing more immersive, memorable and communal, and encouraging cosplay to make attending the cinema an entire bonding event. This campaign is meant to entice people to return to the cinema since the cinema experience is unique and forms a bond among the audiences, and can create entire campaigns and events - inspired by the 'Barbenheimer' craze that brought many people back to the cinema for the first time.
The campaign features a series of posters and potential social media posts with simple copy and unconventional movie-related visuals that will engage viewers, encouraging them to dress up since cosplay and dressing up to watch a movie makes it more of an immersive and enjoyable experience.
An interactive marketing experience featuring ‘butter popcorn’ copy quotes with simple copy promoting the cinema and its unique benefits - engaging people who have to uncrumple the paper.
The copy is extremely simple and to-the-point since this element is less about writing complex copy, and is more about the experience that people will remember.
BLOG AND GUTS - PERSONAL HORROR BLOG CAMPAIGN
Target Audience: Horror movie fans
Insight: People enjoy the catharsis of watching horror movies.
Media form/execution type: Digital and social media ads
Campaign concept: A personal blog campaign promoting a personal horror blog featuring reviews, lists, and analyses of horrors reaching horror audiences online with bloody, shocking visuals that align with the horror subject matter, and quirky copy to align with the blog’s humorous, sarcastic tone and offbeat style so that the entire campaign is cohesive and conveys the blog's personality.
