Chicago, IL
Summer 2024
DESCRIPTION
Critical Mass holds an annual intern project competition where the interns at a given office select a brand from a CM client’s portfolio to develop a digital marketing campaign for. Our Chicago team of 11 selected Diageo’s recently acquired Non Alcoholic spirt company, Seedlip.
Our campaign proposal centers on bringing awareness to a brand in an emerging market, encouraging consumers to embrace social situations without the need for alcohol using the slogan “You’re The Buzz”. We aimed to draw in consumers with targeted, punchy visuals and a whimsical personality quiz to build brand recognition and, create product affiliation, all while collecting valuable data for future campaigns.
I served as our team’s Project Manager, helping keep our team on schedule during the course of our pitch development, facilitating communications and differences between different departments, and creating our campaign’s activation and execution timeline and budget. Additionally, I contributed to the team’s brand research, idea iteration, campaign strategy, digital prototyping and wire-framing, and design execution.
Our campaign proposal centers on bringing awareness to a brand in an emerging market, encouraging consumers to embrace social situations without the need for alcohol using the slogan “You’re The Buzz”. We aimed to draw in consumers with targeted, punchy visuals and a whimsical personality quiz to build brand recognition and, create product affiliation, all while collecting valuable data for future campaigns.
I served as our team’s Project Manager, helping keep our team on schedule during the course of our pitch development, facilitating communications and differences between different departments, and creating our campaign’s activation and execution timeline and budget. Additionally, I contributed to the team’s brand research, idea iteration, campaign strategy, digital prototyping and wire-framing, and design execution.
Our campaign proposal was pitched to a panel of Diageo representatives that unanimously awarded our campaign first place above pitches for staple brands Casamigos tequila and Tanqueray gin.
Some details have been omitted for confidentiality.
TYPOLOGY
Brand Strategy, Graphic Design, Project Management
ROLE
Brand Strategy, Graphic Design, Project Management
ROLE
Strategist, Project Delivery
CLIENT
Diageo
MENTOR
Jordon Mowbray
TEAM
Griffin Bailey, Elizabeth St. George, Emmerson Cooper
Maddie Smerlinski, Gui Marques Reginato, Aisling Deane
Jessica Hu, Kien Nguyen, Ji Eun Kim
& Mohammed Sadi Khan
Maddie Smerlinski, Gui Marques Reginato, Aisling Deane
Jessica Hu, Kien Nguyen, Ji Eun Kim
& Mohammed Sadi Khan