The Task:
Develop a campaign that will connect Arby’s to an untapped market and convince consumers that Arby’s is a brand for them.
Develop a campaign that will connect Arby’s to an untapped market and convince consumers that Arby’s is a brand for them.
The Insight:
“I like treating myself to the side items that Arby’s has like mozzarella sticks, curly fries, and shakes. But, I don't like going to Arby’s because it feels very manly and doesn’t really appeal to me.”
“I like treating myself to the side items that Arby’s has like mozzarella sticks, curly fries, and shakes. But, I don't like going to Arby’s because it feels very manly and doesn’t really appeal to me.”
The Concept:
Arby's, We Have the Treats. Based on the idea of treating yourself to Arby's side items and desserts whether it be as a reward or comfort.
Arby's, We Have the Treats. Based on the idea of treating yourself to Arby's side items and desserts whether it be as a reward or comfort.
Creative Approach:
Highlighting side items in all the messaging. Using brand activations and social media tactics to reach the female, Gen Z audience while accentuating the positives of the treats throughout.
Highlighting side items in all the messaging. Using brand activations and social media tactics to reach the female, Gen Z audience while accentuating the positives of the treats throughout.
Paid Social
Brand Activation – 'Poolside Picks' Merchandise
Brand Activation – 'Pick a Side' Bracket + Food Truck
Final Presentation
One-Page Narrative
My Contributions
Designed presentation decks to be shared with the client and agency
Conceptualized campaign ideas and activations through art direction
and design, maintaining brand identity and advertising voice
and design, maintaining brand identity and advertising voice
Created a campaign brand kit and moodboard to support
creative direction and execution visuals
creative direction and execution visuals
Designed paid social graphics and mockups in Adobe Illustrator and Photoshop
Drafted a one-page narrative design summarizing the goals and process
Presented the campaign concept and creative approach to the agency and
industry professionals in Battle of the Brands – earning second place out of 16 teams
industry professionals in Battle of the Brands – earning second place out of 16 teams
Collaborated with a team of six students to accomplish goals
established by the client
established by the client
Preliminary Sketches
