My MAIP Projects
As mentioned in my previous blog, we had two group projects to do this summer, each based on real briefs from real agencies. Mine came from David&Goliath and adam&evenyc, and I’d like to go into the details of what working on each was like:
David&Goliath - Jollibee
Our client for this project was Jollibee, the brand known as the “McDonald’s of the Philippines.” Our ask was to launch a new product, Jollibee chicken wings, in a way that sparks trial and drives sales to the North American audience while staying true to the brand’s roots and core audience.
For this ask, we had to deliver 1 big idea that included:
1x launch activation
1x :30 TVC script
1x :15 TVC script
1x :06 TVC script
1x in-store POP poster
1x OOH board
3x social posts (IG/FB/TW)
1x tease post
1x launch post
1x buzz-sustaining post
1x proposed name for the product
This may look like a lot to address, but strategy came up with a really good insight that gave the creative team (I was the copywriter) a really good jumping off point, and we ended up landing on a big idea pretty early on and all of these executions just spilled out. The insight from strategy was that “wings are a social food that bring people together and are both shareable, yet also customizable to the individual,” and as we were brainstorming, someone brought up the “flats vs drum” debate, and that’s when “Find Your Wingmate” campaign was born.
Our creative idea was received really well (we are a finalist! going to figure out this week if we’ve won or not), and from this project, I learned to just have fun. As long as your idea is relatable and based on a human truth, people will be able to connect and understand where you are coming from. This basis also helped our team dynamic work better because we all understood what we were trying to say… my next briefing helped me learn that this is not always the case, and that if something is too hard to make work, it probably isn’t working.
Click here to see the full presentation!
adam&evenyc - Izze
This project was more challenging than the Jollibee one, mainly because the ask from the brief was a lot more vague so we weren’t sure where to focus. And with a team of 13 people, it’s hard to get everyone to agree on one thing, but the strategy team came up with a solid insight that helped focus us, and we brought it all together even though this time around, the creative idea didn’t come as quickly because there were a lot more elements we had to consider and incorporate this time around.
The ask was to raise awareness and basically “make Izze famous.” Specifically, we had to deliver:
brand activation w/ a PR headline
1x :30 launch video (script + moodboard)
5x social media posts
1x social post celebrating product range
1x in-store key visual
The insight the strategy team gave us was “Izze is the refreshing and relaxing break you need after a stressful day full of responsibilities and working towards your goals” so we came up with the campaign “The Fizz of Life” which celebrates those little moments of enjoyment you get when you pause and take a sip of Izze. Our brand activation was to frame little details around the city, bringing your attention to corners you may have completely ignored before, getting you to stop and take a moment for yourself. In this campaign, we envisioned Izze as that voice saying “Hey, I want to show you something.”
Click here to see the full presentation.
In the end, I was proud of how this presentation turned out, especially since it was a rough road to get to the end, and we only had two weeks to do it! Technically, creative had less than one because account and media and strategy needed time to gather their information first.
All in all, this projects provided a very valuable experience to connect with other MAIPers in a real-work setting. I feel very prepared to enter the ad life and continue to develop the skills I’ve been exercising this summer.
Thank you, MAIP!