The final week was held in Chemistry.

The brief
Promote the ICAD Upstarts exhibition – raw creative talent at its best.

My response
“A sneak peek at Irelands’ hottest young talent”

Video Viral
I propose to playing on the lewd, seductive, teaser connotation of the proposition in a humourous and tongue-in-cheek way. We will create a video showing multiple men at a ‘peep show’ style event, we will then allow users to upload their own (or collegues) heads into the video and send it on as an invitation to the show…

Ambient / Guerilla
We will send out a handypack box of kleenex tissues to all Creative Directors in Dublin with a message written in lipstick reading; “You’ve been invited to a sneak peek at Irelands’ hottest young talent…we hope you come!”

Print
Finally print ads will show partially unzipped jeans revealing ‘ICAD pants’ below…

Week 5 was held in Publicis QMP near my house! (on the Quays)

The brief
Convince young adults that Snack is not a stuffy boring office snack.

My response
‘SNACK is the ANSWER!’

I aim to reposition ‘SNACK’ as the quirky and fun alternative through a tongue-in-cheek, humourous advertising campaign in which we will literally force ‘SNACK’ in people’s mouths and minds, making it thr most talked about and loved bar in all of Ireland!

On the surface you may claim to prefer other brands, but deep down we know that ‘SNACK is the ANSWER’ for you!

TV
Television ad will consist of ‘Vox pop’ style interviews around Irish cities. We will see young adults in our target audience telling us what their favourite chocolate bars are and how they feel about the.  We will then crudely dub the word ‘SNACK’ in all relevant places making ‘SNACK’ always the answer!

Print

The print campaign will show photographs of demonstration and protest scenes with the placards edited to read ‘SNACK’ eg. “What do we want: SNACK! when do we want it: NOW!”

Guerilla
For guerilla marketing I propose to print hundreds of ‘SNACK’ stickers and paste these across already exisiting posters and billboards.

Events – ‘SNACK for CRAIC day”

Finally, Snack will sponsor the Dublin comedy festival in 2011, with April fools day being the official ‘Snack for craic’ day with all profits of SNACK sales from that day going to the ‘Addiction Ireland’ fund helping  young adults dealing with addiction issues in Ireland to transform their lives.

We’ve been holding our breath in anticipation since the end of the week 1 as to which TV AD concept, for the Irish Museum of Modern Art, would be selected for production and airing on RTE…

…and just as we thought we might pass out it’s been announced than Lynsey Browne (that’s me) and Sarah Burke‘s concept is the chosen ad!

How can there be two successful candidates you might ask?  As there are similarities to both our concepts, we’ve been asked to work together to finalise the ad through the entire process, using my slow-motion treatment and Sarah’s tagline the job’s in the bag.

Working with ICAD, Pearse McCaughey, Fiona Kinsella and our recently appointed Director; Lee Cronin, we’re delighted to be moving things forward with casting and shot list in preparation for the big shoot day on Monday 11th October.

My expression? Jubilant.

Week three was held in McCann Erikson on Pembroke Street, with a difficult brief for the National Screening of Cervical Cancer Programme. Free beer this time (probably to help the guys loosen up!).

The brief
Encourage young women between 25 – 35 years to book a cervical cancer check.

My response
“It’s time to WOMAN UP!”
‘Sarah is’ 26 years old, lives in Dublin city centre, has a career that she enjoys, is reasonably well paid and is lower middle class.  She see’s herself in a generally healthy condition, tries to eat well and loves to take her dog Max for walks wherever & whenever she can.

She doesn’t like hospitals, needles or dentists and after watching ‘The hand that rocks the cradle’ when she was younger, has a slight underlying irrational fear of male doctors.  She is well aware of the dangers of cervical cancer and with the recent death of Jade Goody realises that even younger women are at risk, and yet she has so far, never had a cervical cancer check…

…my proposal is to create a campaign to empower young women to stand up, face their fears, take responsibility and be responsible and most importantly to make them know that they are not alone.

Firstly…change the name
The titles ‘SMEEEAAAR-test’ and ‘SMEEEAR-Taker’ sound vile and ghastly, like something you’d expect to see in a 1950’s horror film…

Let’s ban these words from ever being used again – and instead replace it with simply ‘Cervical cancer check.’  This would make ‘Sarah’ much more comfortable talking about it with her sister, mother or boyfriend.

Digital
‘Our Women Facebook profiles’
Next, we want to ensure that Sarah knows that she is not alone, all her peers are going through the exact same stage in life.  Young women are at risk but there are people who have been through it before and can guide and advise.

I propose to create 5 profiles of young girls, who are currently going through their own journey at different stages and at varying degrees with Cervical cancer, through Facebook and Twitter.

These 5 girls’ stories will be real accounts but told in present tense and in real time.  They will document their journey in a ‘dear-diary’ style manner and will make regular posts on Twitter & Facebook about their real thoughts, views and anxieties.  Users will be encouraged to comment, give support and ask questions which the girls will answer & respond to.

Every young woman in our target group will be able to relate to at least one of our 5 protagonists.  We want every girl to ask questions, learn and become aware of the entire process of cervical cancer checks and treatments in a non-threatening, non-intimidating manner….

…one woman talking to another.

Map & Booking form

The Facebook profiles will also contain a map and form to allow girls to immediately find and book an appointment at their nearest clinic and more importantly will allow them to request a female doctor if preferred.

The form will also include an ‘invite’ mechanic to encourage girls to ‘Woman Up together’ and book appointments as a group, we can offer rewards of makeup voucher and girlie weekend breaks as an incentive to book an appointment.

This online ‘anonymous’ form makes it much easier for Sarah to book an appointment.

Print
A series of print ads will be displayed on the insides of girls’ toilet cubicles and dressing rooms.

These will have a ‘dear diary’ exerpt from one of our protagonists giving a personal account of their journey so far and will drive to the relevant protagonist Facebook profile.

and finally….

The ‘WOMAN UP Road show’
The NCSS ‘Women Up’ road show will tour Universities, shopping malls and shopping streets around Ireland.  This will be a fun packed Road show event with ‘Fear Factor’ type challenges—encouraging women to pit against men, in a Battle of the Sexes!

These will be humourous ‘challenge’ events encouraging women to face their fears, pull together and win one for the team.

“WOMEN UP by 10 POINTS!!!”

These Roadshow events will aim to raise awareness of cervical cancer, and leaflets will be given out on the day detailing information and how and where they can book appointments.  In the same vein we could also promote awareness about Testicular cancer amongst young men in turn asking them to ‘grow a pair.’

We will create Facebook events pages to invite people to come along and join the challenge with spot prizes on the day to include free makeovers and vouchers for girls who take-part…

Sarah will come away feeling elated and confident that she now has enough backing, information and support to ‘Woman Up’ and face her fears…