QUICK BRIEFS

Campaign Name: Threads, Connect Your World.

Idea: The "Threads, Connect Your World" campaign reinforces the idea of Threads as a social platform that weaves connections and brings people closer. It also emphasizes the positive, supportive, and harmonious nature of Threads, encouraging users to find meaningful connections in a serene digital space.

Overview: I have come up with two creative ideas - ‘Inspire, Be Inspired.’ and ‘Connect, Share, Smile.’ Both creative ideas aim to convey the unique value of Threads, positioning it as a platform that fosters a sense of unity, support, and positivity, setting it apart from the noise and negativity often associated with social media.

Quick Brief 1

Client
Meta

Year
2023

Quick Brief 2

Client: Google

Year: 2023

40s Script

[Upbeat Music Fades In] 

Narrator (Excited): Are you a small business owner ready to take your venture to the next level, but feeling lost in the digital world? Well, we’ve got exciting news for you! Introducing Google’s AI-powered advertising solutions!

[Sound of a cash register ringing]

Narrator (Enthusiastic): With Google's AI, your business can reach new heights in no time. But how, you ask?

Narrator (Engaging): It's simple, really! Google's AI tools are your secret weapon to success. They analyse your target audience, create personalized ads, and help you reach your potential customers at just the right time.

 [Sound Effect: Laughter]

Narrator (Inspiring): The opportunities created by AI are endless! It's like having a marketing genius working for you 24/7.

[Sound Effect: Celebration]

Narrator (Friendly Tone): So, why wait? Visit us at google.com/AI and unleash the endless opportunity now!

[Upbeat Music Fades Out]

Narrator (Warm): Google—do the right thing.

[Sound Effect: Ding!]

Quick Brief 3

Creative Idea: Melbourne’s Sweetest Secret: Discover Black Star Pastry

The core creative idea for this campaign is to tap into Melbourne's love for culinary exploration while celebrating the joy of surprising moments. "Melbourne's Sweetest Secret: Discover Black Star Pastry" invites Melbournians on a delectable journey of discovery and surprises. This campaign leverages the intrigue of unlocking sweet moments across the city, revealing Black Star Pastry’s Strawberry Watermelon Cake as the hidden gem behind each one. Through a unique map, engaging visuals, and a hint of mystery, we create a sense of adventure and joy in exploring both the city and the sweet treats.

Target Audience: Aged 16–30, foodies and dessert enthusiasts in Melbourne who are spontaneous and love to discover new places, and social media users interested in viral food trends.

Tagline: "Unlock the Sweet Secrets of Melbourne with Black Star Pastry."

Hashtags: #SweetestMelbourneSecret #DiscoverBlackStarPastry #MelbourneFoodie

Client
Black Star Pastry

Year
2023

Campaign Strategy

1.     Instagram Paid/Sponsored Ads (30% of budget)

·      Create visually stunning and mouth-watering carousel posts featuring the Black Star Pastry adventure map and Strawberry Watermelon Cake.

·      Use to target local Melbourne audience and fans of similar dessert brands.

·      Implement retargeting ads to engage with existing fans and encourage them to visit the branch located in Melbourne.

2.     Instagram and TikTok Paid SMI Partnership (60% of budget)

·      Partner with popular Melbourne-based food influencers to create engaging and creative short videos of them exploring the city with instructions from Black Star Pastry’s adventure map and their Strawberry Watermelon cake.

·      Influencers will visit the Melbourne store and create authentic reviews about their experiences to share with their followers.

·      Negotiate partnerships with influencers to promote Black Star Pastry with “The World’s Most Instagrammed Cake”.

·      Content Ideas: “Come to a treasure hunt with me in Melbourne”, “Fun things to do in Melbourne 2023”, etc.

3.     Community Engagement (10% of budget)

·      Encourage existing fans and new customers to engage with the brand through challenges, giveaways, and contests.

·      Share user-generated content that features Black Star Pastry cakes and tag the creators, fostering a sense of connection in the community.

·      Utilize Instagram Stories to showcase behind-the-scenes content and promotions.

Quick Brief 4

Campaign Title: Choices, Simplified.

Creative Idea: Making choices can be overwhelming, Choices Flooring simplifies the process by offering expertise, variety, and trust with their “Room View.” Inspire and visualise your dream room with ease.

Target Audience: ALL homeowners who are considering renovating / building and want help choosing the best flooring for their needs.

Client
Choices Flooring

Year
2024

TV Ad Script Draft

The homeowner is standing in an empty room, staring at the empty room, looking uncertain.

  1. The homeowner imagines different types of flooring in the room but is still unsure.

  2. A Choices Flooring expert enters the room, smiling and handing the owner a tablet with their visualiser app — Room View.

  3. The expert helps the owner make a choice, and the background shows different types of flooring in the actual room setting.

  4. The scene transitions to a beautifully finished room, the homeowner looks happy and relieved.

  5. Choices Flooring logo appears, with tagline under.

Quick Brief 5

Campaign Title: Unbuild to Rebuild

Creative Idea: To use LEGO as a tool for teenagers to break down what is already established, break the rules, and explore creativity in ways that resonate with their interests. Whether in music, fashion, or sports, LEGO offers the tools to “unbuild” the fixed settings of reality and “rebuild” their world through creativity and imagination.

Target Audience: Teenagers anywhere In the world, aged 13-18 years old. It needs to encourage and inspire teens, who have advanced into new creative spaces such as music, film, sport, etc.

TikTok Video Idea

A TikTok video where teenagers are encouraged to “unbuild” something they see in their everyday life (whether a stereotype, expectation, or even a physical object) and “rebuild” it using LEGO to reflect their unique personality and creativity.

Example: A teen boy who loves collecting sneakers shows the internet his sneaker collection wall, but he looks unsatisfied and bored looking at the same old collection wall every day. He has an idea and wants to build something creative and extraordinary while showing his passion for collecting sneakers by using LEGO. He then went to the store, bought a few boxes of LEGOs and started building. The video ends with his finished LEGO sneaker, which is big and colourful. He carefully placed the model on top of his stacked shoe boxes, looking satisfied and proud.

Client
LEGO

Year
2024

Instagram Post Idea

A split screen post. On one side, there’s an everyday object that represents something teens might consider impossible to change, like a skateboard, a sneaker, or even a board game. On the other side, the same object has been “rebuilt” entirely with LEGO bricks in vibrant, innovative, and creative ways.

Studio Campaign Project

In Assignment 2, as part of our studio project, I took on the role of managing the social media executions for the campaign proposal dedicated to Barry. This involved crafting and implementing strategies to effectively convey our proposal's message through various social platforms, all while maintaining a cohesive brand identity and engaging our target audience.