Roles: Strategist, Copywriter, Lead Art Director

The Ask: 

Create an integrated advertising campaign for an unestablished brand that is an improvement of their current marketing strategies. 

Campaign needs to include:

• An outdoor campaign with at least 2 creative solutions
• A digital campaign with at least 1 creative solution including either a gif, radio spot, or video spot 
• A print campaign with at least 1 creative solution

The Takeaways:

We're targeting the 18-24 year olds that are becoming more and more self conscious – shifting away from soda to sparkling beverages as a healthier alternative. When it came to competition, all of their advertising looks the same featuring busy patterns and bold colors. So, Lemon Lemon's advertising needs to break through the clutter by saying something different.

Lemon Lemon is simple. It’s everything you would expect it to be and nothing more. It's lemon juice, water, and a little bit of sugar. Because when life gives you lemons, Keep It Simple.

See the full keynote here