CDC “Live To The Beat”
A campaign we crafted for the CDC to help get more black folks to lean into a lifestyle change that is sustained over time versus feeling like they had to dive headfirst into a major lifestyle switch that isn’t “normal” for them. The CDC actually has proof that you age your heart YOUNGER if you improve certain habits and behaviors. We wanted to lean into that by crafting a campaign that pushes for people “march to the beat of their own drum” so to speak. Or heart technically. So if you aren’t into hardcord gym rat life….maybe you just walk more to do things in your house. Maybe you don’t like playing basketball….okay….but you enjoy hiking…do that. There is no wrong or right way to improve your heart health, and our campaign circled around that.
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CHATTAHOOCHEE RIVERKEEPER “MY HOOCH”
The non-profit organization “Chattahoochee Riverkeeper” were looking to bring in a new crop of people to their membership program aside from the aging and relatively less active normal crowd near the city. They wanted to find new energy. To capture this, I created a phased campaign called “Our Hooch” that leaned in on the local favorite nickname and highlighted one of Atlanta’s greatest attributes: It’s diversity. I created/designed 7 distinct logos for 7 different pre-defined personality types that would be placed strategically in Atlanta based on that personality (I.E: This logo goes in Buckhead, this one in West End, etc). The goal was to convey a sense of ownership to the river and in turn feel more connected to a membership. I wanted to move away from greens, blues, and generally typical nature conservationist color to add a new attitude to what their brand is in the common space.
It was important to attack in multiple phases due to budgeting constraints, so we created a phased out approach with a guerilla marketing framework to best build this new identity. Starting with Billboards and stickers, and working our way to Waterbased Ground Mural’s and AR games to be built out.
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GOLD PEAK “GOLD PEAK TEA-V”
In order to awaken and reach out to a more sleepy audience, myself and our creative team decided to drive Gold Peak in to a new direction more open to providing value to our audience through social instead of advertising at them. We built a platform titled “Gold Peak Tea-V” in which we would create a wide range of original shorts / sketches based around Gold Peak Tea with less emphasis on blatant advertising. The goal was to build affinity for the brand by simply yielding to blatant “drink us” marketing tactics and instead entertaining our sleepy audience.
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MUTANA MARKETPLACE “CULTURE OF ONE”
I created a campaign that was based around the premise of the company being a hub for anyone to build their own culture for whomever they wish to become. This premise was founded on the wide variety of items for sale at MUTANA store and the variety in consumer experience.
Micöl Rankin 