MA ADVERTISING PORTFOLIO ACADEMY OF ART CREATIVE STRATEGIST │ ANH LE
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Never stop digging to find the GOLD
Anh Le Ltvananh91@gmail.com 415.688.5468 Linkedln / AnhLe
EDUCATION 2010-2015 BA Interior design HCM University of Architecture, Vietnam 2016-2019 MA Advertising - Creative strategist Academy of Art- San Francisco, US AWARDS DoveforDads - TEAM PROJECT Finalist - The One Club/Young Ones AAU Spring Show 2019 SKILLS Photoshops Indesign Adobe Premier After Effects 3DMax INTERESTS Filming Movies Psychology
Photography Visual Storytelling Research
CONTENT
I. II. III. IV.
SCAN SPEAK BURT’S BEES ALCATRAZ DOVE MEN+CARE
SCANSPEAK FOUNDED IN DENMARK IN 1970, SCANSPEAK IS ONE OF THE HIGH-END LOUDSPEAKER MANUFACTURERS. THEIR PRODUCTS ARE SOLD WORLDWIDE TO THE HIGH-END AUDIO, AUTOMOTIVE AFTERMARKET AND D.I.Y. MARKETS VIA A WELL-ESTABLISHED NETWORK OF DISTRIBUTORS WHICH ARE WELL-RECOGNIZED TOP-TIER BRANDS.
S
W •
Strong brand awareness. High end quality.
•
Lack of advertisements. Only one supplier in U.S and Canada market .
O
T
Improve interactive experience.
Price war
COMPETITORS DIRECT (DIY speaker building brands)
SEAS VIFA ACCUTON DAYTONAUDIO
INDIRECT (Commercial speaker brands)
HARMAN INTERNATIONAL BOSE SENNHEISER SONY CORPORATION PHILLIPS
TARGET DEMOGRAPHIC Age: DIYers who enjoy music at home. (25-44) Gender: Neutral Location: U.S, Europe, Canada.
PSYCHOGRAPHIC • They are looking to purchase from brand and companies that share their interest in the environment, technology and improving their homes. • They want their home to feel special and unique by their personalized products. • They care about sound quality enough to make an effort to improve their audio experience that fits their lifestyle. • They find priceless fun in designing, building, testing, discussing and enjoying something of their own creation. • They love to share the great ideas they see as well as what they’ve done.
75%
DIYers are new homeowners and tech-savvy shopper
INSIGHT DIYers are looking for the ways to be inspired, not just when they want to start a project.
SOLUTION
CHALLENGE
Make people more aware of Scanspeak around the world.
To show DIYers how Scanspeak brings the beauty of design into DIY home audio system.
BUILD YOUR SOUND
PRINT ADS
BILLBOARDS
A sound experience is placed inside shopping mall's elevators . It brings the different sense of musical tone when going up and down.
GUERRILLA
BUS STOP
To connect to ScanSpeak website by QR code, people can have fun with their drawing and explore how it matches with their music tastes.
BURT’S BEES BURT'S BEES IS AN AMERICAN PERSONAL CARE NATURAL PRODUCTS COMPANY THAT MARKETS ITS PRODUCTS INTERNATIONALLY. THEIR PRODUCTS FOCUS ON PERSONAL CARE, HEALTH, BEAUTY, AND PERSONAL HYGIENE. MISSION AS A NATURAL PRODUCTS BRAND, BURT’S BEES WANTS TO BE ON WOMEN’S SIDE BY BEING AS NATURAL AS THEY ARE.
S • •
Effective products.. Organic..
O
W • • •
Low brand awareness. Mixed channels Varied Image.
• •
T
Huge growth markets. Unique competitive advantage.
COMPETITORS DIRECT
(Natrural brands) BABYGANICS NATURE’S NATURAL SOLUTIONS CARIS SHEA MOISTURE AVEDA TOM’S
INDIRECT
(Pseudo brands) NEUTROGENA HERBAL ESSENCES AVEENO
High price.
JOHN C.BOOGLE
1 IN 5 BLACK WOMEN ARE UNDER SOCIAL PRESSURE TO
STRAIGHTEN THEIR HAIR FOR WORK; TWICE AS MANY AS WHITE WOMEN
DEMOGRAPHIC BLACK WOMEN • Age :18-45 • Location : U.S.
PSYCHOGRAPHIC • To Black Women, hair is not just something to play with, it is
symbolism, and it has the power to dictate how others treat them, and in turn, how they feel about themselves. • Black women have much more anxiety surrounding their hair than White women.
INSIGHT Black women don’t feel comfortable enough to wear their natural hair in school or at work due to their fear of judgement or professional reprimand.
MAIN TARGET
DEMOGRAPHIC NON-BLACK • Age :18-65 • Location : U.S.
PSYCHOGRAPHIC • •
Non-Black people don’t know about Black women’s hair and culture. Non-Black use their ideals to judge other peoples and make it as a standard. Some of them expressed explicit bias against Black women’s hair, rating it less beautiful, less attractive and less professional than “smooth straight” hair.
INSIGHT Change doesn’t happen because people don’t feel the problem affects them first hand.
SECONDARY TARGET
BURT’S BEES NATURAL BEAUTY PRODUCTS FRIENDLY USES
DIVERSITY
SUSTAINABLE RESOURCES
BLACK WOMEN SUFFERED FROM THE DRAWBACKS OF CHEMICAL HAIR PRODUCTS
NO CHEMICALS
BEING JUDGED BY THEIR HAIR
BRAND’S VALUES TO TARGET
SOLUTION
CHALLENGE
To encourage Black women to be more confident about who they are and embrace their unique beauty.
Burt’s Bees wants to make people aware and understand that natural hair is beautiful and has nothing to do with their performance at work or school.
BIG IDEA
#BeeNatural
BLACK WOMEN
NON-BLACKS PRINT ADS
LINKEDLN, BURTS’S BEES WEBSITE
GUERRILLA
INSTAGRAM YOUTUBE FACEBOOK VIDEO AR
CAMPAIGN JOURNEY
PRINT ADS
AR
@Niathelight
@NikiaPhoenix
・Creator of “HappyFroDay”. ・Over 450k following. ・Judged in the workplace for her hair length.
・Creator of BeautifulBlackGirl.com. ・Over 900k following. ・Leader in natural products in the haircare industry.
@EboneeDavis ・Model, Actress and Author. ・Over 500k following. ・Activist in the modelling industry for natural hair.
Instagram is the place where Black women find their inspiration in fashion and beauty. Using influencers who are successful in natural hair trend, not only how their unique beauty is recognized but also their achievement in workplace.
SOCIAL MEDIA
LinkedIn is where people go looking for job. They trust the employee referrals and want to comfortable being themselves at work most when they choose the company. By cooperating with LinkedIn, Burt's Bees creates a certificate system by rating and reviewing natural friendly workplaces.
WEBSITES
BLACK WOMEN
NON-BLACKS PRINT ADS
LINKEDLN, BURTS’S BEES WEBSITE
GUERRILLA
INSTAGRAM YOUTUBE FACEBOOK VIDEO AR
CAMPAIGN JOURNEY
You got Buzzed! To make people put on Black women’s shoes and see what they have to go through everyday. In this stunt, people will get fired from their job for ‘inappropriate hair’.
GUERRILLA
ALCATRAZ BEING LOCATED IN THE SAN FRANCISCO BAY, ALCATRAZ WAS AMERICA'S PREMIER MAXIMUM-SECURITY PRISON. THE PRESENCE OF INFAMOUS INMATES, LIKE AL "SCARFACE" CAPONE AND THE "BIRDMAN" ROBERT STROUD AND SEVERAL UNSUCCESSFUL ESCAPES BRINGS " THE ROCK" BECOME NOTORIOUS. TODAY, ALCATRAZ IS UNDER THE NATIONAL PARK SERVICE AND HAS BEEN OPEN TO PUBLIC AND ATTRACTS 1.5 MILLION VISITORS ANNUALLY.
Why are we advertising? To generate interest about the history of Alcatraz through its unique stories. Who are we talking to? Millennials (20-35),who live in the Bay Area, looking for an adrenaline and mystery filled experience. They have been one time or have never been to Alcatraz. Tourists who have been to Alcatraz. What do they currently think? “Alcatraz is a historic prison museum for tourists. It is always busy, hard to buy tickets, quite pricey and boring to visit often.” What would we like them to think? “It was the most interesting and challenging experience that I ever had escaping to the time when everything was happening. ” What’s the unique main message that sets Alcatraz apart from the competition? Step back in time to experience the life of America’s most notorious criminals on Alcatraz’ 85th anniversary. Why should they believe it? Alcatraz is a historic experience of a maximum federal security prison, which was home to some of the most notorious criminals such as Al Capone, Frank Morris, etc. Are there any creative guidelines? Give people a feeling of the past and the experience through the branding.
CREATIVE BRIEF
S • Good location : easy to commute • Some of the best sightseeing • Well-known and Interesting history, architecture and biological system • Under National Park protection and service: well maintained, no hassle or tourist trap.
W • Lack of advertisements to reach Locals.
O The spooky and mysterious atmosphere. Local media: SF Chronicle.
T The huge throngs of tourists may cause a lack of interest in locals to visit Alcatraz.
JOHN C.BOOGLE
DIRECT (Same category for Locals who are interested in criminals and prisons)
SAN QUENTIN MUSEUM/PRISON
• The oldest prison with long history and still working. • Visitors can access few facilities like common yard, dining hall. • Well-maintained • Tour is restricted.
COMPETITORS
INDIRECTS (Attractions around Bay Area for sightseeing, hiking and other activities)
ANGEL ISLAND LANDS END GOLDEN GATE PARK YERBA BUENA GARDEN MUSEUMS : MOMA, ASIAN ART, DE YOUNG...
DEMOGRAPHIC Bay Area Locals •Age :18-50 •Location : San Francisco bay area, U.S
PSYCHOGRAPHIC
• Locals who want to go beyond the tourist traps...but know that there are reasons those attractions are so popular. • Locals are not interested to do the same things. They want to get out and explore, to see new places and meet new people. • Locals want an real and authentic experience, and to support those that create with passion and integrity. • Locals want to find what is unique about a place and what makes it worth visiting and worth experiencing.
TARGET
INSIGHT
They already know about Alcatraz prison with its famous history, along with Alcatraz being among the best sightseeing locations in the Bay Area. Due to it always being crowded with tourists, many locals hesitate to visit and rarely return after their first time.
SOLUTION
CHALLENGE
Bring Bay area locals back to Alcatraz.
To create a new, exclusive experience for Locals
BIG IDEA
ALCATRAZ ESCAPE ROOM
SOCIAL MEDIA
GUERRILLA
PRINT ADS EXPERIENTIAL
AR
MEDIA TOUCH POINT
One of today’s biggest epidemics is the spread of fake news. We thought we’d use this to our advantage. Our idea is to bring the June 11th 1962 Alcatraz escape to life. We’d set up fake newsstands around San Francisco and other major markets.
FAKE NEWSSTANDS
…giving out fake June 11th 1962 San Francisco Chronicle newspapers with articles highlighting Alcatraz’s rich history, while secretly giving a clue from the escape room storyline.
NEWSPAPERS
Viewers who scan the package of the fake newspaper will watch a video giving them their first clue.
AR
In malls and other major markets, restrooms will be designed to look like Alcatraz prison cells. Additionally, a screen with Augmented Reality technology will replicate a restroom mirror above the sink give the person standing in front of it a reflection of themselves- but with a mug shot and an escape warrant. Here we will provide another clue for the escape room.
GUERILLA
SOCIAL MEDIA
BUS
DOVE MEN+CARE ORIGINATED IN THE UNITED KINGDOM, DOVE IS A PERSONAL CARE BRAND OWNED BY UNILVER. THEIR PRODUCTS ARE VARIETY FOR BOTH WOMEN, MEN, BABIES AND DOLS WORLD WIDE.
TARGET DEMOGRAPHIC
MEN, expecting or with children • Age :25-45 • Location : U.S.
PSYCHOGRAPHIC • • •
Men value their authenticity and identity by caring others. Men feel struggling with work and family life balance. Some of them are afraid of being lost at work due to their absence for a long time. Men think women can handle taking care of the baby better.
ONLY
15%
OF MEN HAVE ACCESS TO PAID
PATERNITY LEAVE
INSIGHT 61% Men feel insecure about their baby care capabilities. They don’t think baby really needs them in the early month.
PRINT ADS
Being a dad isn’t a joke, but we can make jokes out of it
YOUTUBE
• Stand-up comedy show on being a dad, and taking care of a baby by Pete Holmes for parent audience. • Recorded and posted on Dove’s Youtube/facebook channels.
BROCHURE
• Funny tutorial videos by dad influencer HowToDad. • Pool of user generated content. • Pledge for Paternity page.
WEBSITE
SOCIAL MEDIA
PERSONAL INTERESTS
FILMING
DOCUMENTARY: DEAL WITH DEPRESSIONS
MUSIC VIDEO: SLEEP PARALYSIS
An interview with Maurice who is ballet dancer. After the injury, he lost his hope and thought about going somewhere to die. Everything was change when he came to Japan. He found himself again and get over his depression.
Fear of being disabled one day is always in Brian's mind. He experienced and faced to it through his dream.
PHOTOGRAPHY