newfie screech
"WHAT MAKES YOU SCREECH?" is an ad campaign that was conceptualized by me and designed in collaboration with Jay Aramboo for Humber College. Newfoundland Screech rum is the #1 selling rum in Newfoundland, but does not have much awareness nationally/internationally.
The idea was to modernize the brand and create a campaign that invites people into a discussion about what makes them screech, while suggesting that this rum may be the solution.
Research & Target
Targeting people in the city, I looked at what the majority has in common. I discovered that Twitter is where the majority of people are expressing their unfiltered thoughts, and I found that they are usually complaining about commuting, or just complaining in general.
Deliverables
Using OOH ads & a Twitter hashtag, the brand will target its direct audience in 3 ways:
• inviting them to recognize their own annoyance with life
• give them an invitation to express it
• offer a solution ( SCREECH RUM )
Full slide deck here