Renowned for their irreverence and social media trolling, Wendy's needed a recruitment campaign that leveraged their brand tone while enticing applicants to consider a job at their restaurants. The messaging would need to feel fresh, but also appeal to a broad audience—teenagers, college students, and retirees alike. The following creative concepts are a whimsical, on-brand approach to the campaign messaging.
The Cheesecake Factory
The Cheesecake Factory was looking for a fun, engaging recruitment campaign that spoke to both front and back of house employees. It was important that the campaign address the needs of prospective employees (flexible hours, enough shifts, supportive coworkers), while also highlighting a culture dedicated to quality food, excellent service, and camaraderie. The resulting creative features a series of satisfying moments during each employees' workday. The copy, presented in short narratives, expands on "that moment when," in order to create a well-rounded story that appeals to prospective candidates. Unified by a versatile, energetic tagline, the campaign is an apt demonstration of The Cheesecake Factory's vibrant, effusive culture.
BRAND VOICE + IDENTITY GUIDE
The client, Gerding Edlen, began developing a new luxury apartment building near Chicago’s West Loop, and needed a brand that would appeal to young, urban-dwelling families with trendy sensibilities. Brand development commenced with the creation of a clean, modern aesthetic that complemented a confident, approachable voice. Characterized by self-expression, comfort, and familiarity, the EMME brand copy copy seeks to ignite the audience’s memory of home, and hopes to welcome tenants to a place where they feel welcomed and connected.
Nutraceuticals: Brand Guides
With a portfolio of dozens of health and wellness brands and hundreds of products, Nutraceuticals wanted to streamline messaging for a handful of its key brands. We curated identity guides for over 8 brands total, delineating target audience, brand differentiators, tone, palette, fonts, and photography. Each brand required nuanced positioning that took careful consideration of product benefits and consumer values. The creative below features identity guides forLife-Flo, Aubrey, Solaray, and Sunny Green.
Life-Flo: As a holistic self-care brand for middle-aged women, Life-Flo tells a narrative about confident women thriving in their best life. Photography is bright and authentic, and "flowy" watercolors are used as a both a reference to the brand name and an indication of graceful beauty.
Aubrey: A pioneer in the natural beauty industry, Aubrey boasts a product line free of synthetic ingredients. The key to the brand's identity guide would be a spirited tone, bold photography, and a sense of individualism that the brand so clearly champions.
Sunny Green: Aimed at health-conscious millennials, Sunny Green's brand of superfoods would invoke a sense of exploration, adventure, and possibility. Photography would be nature-heavy and feature product usage in food and beverages, ultimately telling a story of earth-derived wellness.
Solaray: One of Nutraceutical's largest brands, Solaray presented a unique challenge in articulating a visual approach that reflected the brand's narrative and broad product line. The resulting creative reflects a color-driven aesthetic that illustrates how Solaray's products can be integrated in all facets of life.
Screamin' Sicilian: Brand Voice + Tone Guide
As they embarked on a new campaign, the client needed to streamline their messaging across various communication touch points. We developed a short voice and tone guide to help them maintain consistency in how they speak to their audiences. The result is a whimsical yet focused approach to the brand's message.
Naming + Brand Identity + Landing Page
Located in Chicago’s northwest suburbs, the Veridian concept is slated to be a mixed-use campus featuring residential and office space, hotel, entertainment, dining, and urban-esque street retail districts.
The client, Veridian’s founders, needed a brand identity (and landing page) that would pique the interest of potential consumers/renters while also telling the narrative of a sophisticated urban experience close to home.
Yet to be built, the Veridian concept is largely aspirational. The copy tells a story about community, possibility, and togetherness; each vignette (Eat, Work, Play, Shop, Live, Stay) aims to connect the audience with a chance to embark on the new adventures and experiences that await them at Veridian. This vision is more fully realized in the video, where, backed by a narrative of warmth, familiarity, and affection, people gather in alternating scenes of enjoyment and shared experience.
Hearth & Fire
As a new brand, Hearth & Fire needed compelling messaging and in-store display that communicated the craft quality of their pizza. We developed three different messaging concepts, ultimately landing on Stay in & Go All Out, which conveys the advantage of having restaurant-quality pizza in the comfort of home. We supplied the display with cross-category products that would help shoppers think of pizza night as an experience rather than merely a convenience. Fresh herbs, olive oil, serving ware, and wine would lend a curated experience to their meal as they stocked up on pizza for a cozy, delicious night at home.
Bausch + Lomb
Since releasing Lumify, Bausch & Lomb had been working tirelessly to get the product on shelves at beauty retailers.
In efforts to tell the Lumify story, B&L requested a sizzle video to help support their sales process and show beauty retailers that the eye drop was a proven seller that would increase basket size across the beauty category.
Our sizzle video chronicles the Lumify success story while reinforcing the potential value of the product to beauty retailers.
Orchard Valley Harvest Memorability Campaign
Our client knew they had a problem with their name. It's true... Orchard Valley Harvest is more forgettable than vanilla. And they had the studies to prove it (OVH, not vanilla.)
So they asked us to help them create a digital video campaign that would help consumers remember who they were. The obstacle? They wanted to reuse assets from a previous campaign. We were also limited on time—the videos had to be 15 seconds. So it was our job to create a short narrative that would still align with exiting footage.
I once learned that repetition in threes is the key to recollection (remember that amazingannoying Head-On commercial?), so I thought to myself, "Charlotte? We (I) have to try this tactic out."
The resulting creative does exactly that. At once cheeky and earnest, the video address the memorability problem while simultaneously presenting the solution: repetition, repetition, repetition.
As the drink that powers performance, Biosteel wanted to appeal to two audiences: young athletes and sports fans.
For young athletes, we developed a fall campaign that promised to provide teams with fresh uniforms, equipment, and of course, a full-supply of Biosteel to help support and optimize performance.
For their broader audience, we wanted to let fans in on the action with all-access passes to their favorite sport: hockey. Shoppers would get the chance to attend and shoot their shot at NHL's biggest games of the season.
Holiday: Kim Crawford wanted a campaign that would give shoppers permission to relax during the busiest season of the year: the holidays. The resultant creative encourages the audience to take a little time for themselves and stop to indulge in some self care during the hustle of the holidays.
Summer: The client approached us with an idea for a place where fans of the brand could go to relax, have fun, and treat themselves: Camp Kim. Though the place itself was more state of mind than actual destination, the creative conveys a sense of free-spirited fun that connects with a shopper who is looking for a little relaxation.