Insight: People want to invest in coolers that will actually do the job and help extend their outdoor experiences.
Big Idea: Save The Beers — Yeti encourages you to stray from your normal path and keep wandering. But wandering takes time. Time passes, ice melts, beers get cold. The Hopper Backflip keeps drinks cold so you can explore longer. No matter the journey you take, you can always count on a cold beer to reward you at the end.
Challenge: Introduce new line of product in a new light and target a different group of people.
Fun Fact: Yeti was my first time learning how to take my painting skills to the digital world. I quickly learned that investing in a drawing pad would’ve been wise.
Medium: Print, Merchandise
Insight: Heavy duty paper for heavy duty jobs.
Big Idea: Endless Possibilities — Extreme Post-Its are ready for literally anything. They’re meant for those heavy duty-jobs, you know, the ones that regular paper would never dare to tackle. Extreme Post-Its stick on virtually any surface, so bring on the challenge.
Challenge: Figuring out a way to introduce “Extreme Post-Its” for the every day user.
Fun Fact: I had to build each model by hand, so I had cut a regular sized post-it down to a 5x5 scale. This resulted in fragments of paper all over my apartment.
Medium: Print, Partnership
Credits: Art Director and Copywriter - Jessica Mendez Creative Director- Chad Rea
Product: Part of the Intuit family, Mint is a budgeting app that allows you to consolidate your spending while also cultivating initiative to be more financially responsible. Mint is a category leader in the budgeting app world.
Big Idea: Get an Honest Look. You’re an adult, so if you’re prioritizing your values, you’re acting like adult. Just because your financial experience may be inscrutable to older generations doesn’t mean that you aren’t making good choices. Mint helps you goal-set and goal-achieve, even in a financial future that doesn’t allow for helpful hints from your parents.
Medium: Print, OOH, App Extension
Credits: Art Director- Jessica Mendez, Copywriter- Katie Stone, Creative Director- Ryan Romero