This year, Marist's chapter of the AAF competed in the National Student Advertising Competition where the client was Tai Pei Frozen Asian Cuisine. We were required to create a fully-integrated, multi-channeled integrated marketing communications campaign that would help generate awareness, promote trial/ purchase, spark a conversation, and increase brand loyalty. I served as the creative director for the entire 8-month stretch from when we got our client to when we presented it to advertising professionals and Tai Pei brand reps. I managed the creative team, created/ led the team in all creative content, wrote creative blurbs for the plans book, and was chosen as 1 of 4 presenters who presented the 20 minute campaign to professionals. The goal of our campaign was to place Tai Pei as the brand that was there for millennials, whether it be in everyday life or if the Asian craving was to strike. We intended for them to think of Tai Pei as the brand that has their back for whenever they want or crave something.
Campaign: You Want It? You Got It.
SMP: Be prepared
Execution: Traditional, experiential, partnerships, college tactics, digital, in-store, & social
My Role: Creative Director
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