Lover of politics, parallelism, and P'tit Basque

Future Work

Daydream Campaigns

When my mind wanders, I create ad campaigns. The following is an example of a campaign that never ran for a client I never worked on.

 

Boxed.com - Copywriting

Client: Boxed.com is a bulk, online retail company. Boxed noticed that some female-targeted products (razors, deodorants) cost more than their male counterparts, so they launched a #ReThinkPink campaign and have reduced the cost to consumer of those items (as a result the company is taking a hit). They need to draw attention to the campaign.

  • Ad concept: In order to highlight the hypocrisy of the pricing gap between female and male products, we recommend creating a funny, shareable ad. The ad would depict two parallel scenes of a woman and a man in the shower, reaching for a razor. However, the woman reaches for a men’s razor and the man reaches for a women’s razor. The point would be to show that these products serve the same purpose and should be priced equally.
  • Live Stream concept: In order to utilize either Facebook Live or Periscope, we recommend staging an in-store shopping experiment. Essentially, a male and a female shopper would be tasked with filling a shopping basket with the same number of men’s and women’s products, respectively. Once full, the baskets would be taken to checkout and prices would be totaled. The video would emphasize the higher price women have to pay for the same products that men purchase.
  • Animated concept: A display ad for this campaign could be a side-by-side comparison of two deodorants (one men’s and one women’s). The graphic would then animate to “peel off” the wrappers, showing that beneath the packaging, these products are essentially the same; therefore, they should be priced equally.
  • Graphic concept (shown here): In order to highlight the absurdity of the pricing gap, we recommend a series of graphics showcasing female products, which are altered in some capacity. For example, there could be a photo of a women’s deodorant stick, covered in jewels. The copy to go along with the graphic would be something along the lines of “Unless my women’s deodorant is diamond-encrusted, I shouldn’t be paying more than a man.” Another graphic could show a women’s razor that is metallic gold and the copy would be “Unless my women’s razor is gold-plated, I shouldn’t be paying more than a man.”
  • Crowdsourcing content: One component of this campaign could be to crowdsource content by asking people to submit examples of unfair pricing that they have come across. This could then be curated in a blog post or in a compilation video. 

 

Go Girl Energy - Copywriting and Strategy

Client: Go Girl Energy is a California based energy drink company that markets their product to women. Although they are popular in major California markets like Sacramento and Los Angeles, the company has struggled with expanding beyond the borders of the Golden State. This campaign shows how they could use brand ambassadors and targeted media placements to reach young influences and college students.