HellaHappy
Project Proposal
Contents
Proposal by
Adrian Ang
Belinda Huang
Chelsea Best
Mission Statement
1
Project Background
3
Campaign Proposal
9
Graphic Identity
13
Media Strategies
25
Mission Statement o
Do y
!
ng i h t ur
Hella Happy is here to help millennials of the SF Bay Area loosen up. Negative stereotypes create generational misunderstanding, guilt, and stress and we aim to reclaim these stereotypes to spread happiness across the bay. It’s okay to be you, do your thing!
Project Background Issue at hand
Millennials are part of a 24/7 workforce in our current era of heightened globalization and technology. This increasingly connected environment requires long hours and raises the pressure for overtime and over-achievement contributing to millennials’ inability to actuate a healthy work-life balance. On top of this, millennials are weighted down by the stigmas of perceived narcissism, laziness, and job-hopping while these same traits have been proven, through various studies, to be error prone in the collection and analysis of the data. Our hella happy campaign addresses the amounting negative pressure and stereotypes on the millennial generation by bringing attention to positive thought processes aimed toward this disaffected group.
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What has been done
Previous happiness campaigns focus on general happiness for general audiences or promote life changes through self help. Two such campaigns are Action for Happiness and Happy Acts.
Happy Acts Happy Acts is a call to action campaign that seeks to spread happiness by telling people what they can do to be happy and how to share that happiness. The use of a hashtag or the concept of somehow sharing happiness via social media is very relevent to a millennial audience.
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Action for Happiness This campaign targets not direct audience, instead focusing on reaching a general public. Action for Happiness gives advice on what to do to become happier through suggestions, videos, and events. This campaigns cross platform approach allows them to engage people through their preferred mediums.
Inspiration
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A starting place... To get a feel for the environment of our demographic we went out to the SF Bay, visited millennial spaces on the web, and researched fun and modern color palettes that communicate to our audience.
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Campaign Proposal What we plan to do about it.
Creative Brief Need
Objective
Audience
Between long work hours, overly connected lives, and the stigma surrounding millennials and their place in society they just need a break.
Hella Happy provides millennials in the San Francisco Bay Area opportunities to laugh, cringe, or sigh for a moment. Our end-goal is happiness, but to get there people need to be transported out the stressful routine of daily life. So, we help our audience react, hopefully with a bit of joy.
Our main audience is made up of San Francisco Bay Area millennials between the ages of 18-27, but who are we to stop the rest from getting some enjoyment out of our campaign. To reach these millennials we use imagery and inside jokes through generational stereotypes as a way reclaiming terms that can actually be harmful to happiness. Ironically, a lot of the stereotypes placed on millennials are traits of other generations as well so they will also be able to associate with our campaign.
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Strategy Hella happy takes a more direct and instantaneous approach by honing in on a specific population to elevate and communicates via their insider language through ironic imagery. Instead of telling people what to do or how to be, hella happy just wants to make you laugh or even ironically balk at our ridiculous campaign. Reactions of happiness or of skepticism both disrupt cyclical stress and lightens the mood. By reaching people in a “show don’t tell way” we ensure a deeper connection to our message making the spread of happiness more effective. We aren’t here to say how people should live their lives, we just want to lighten the mood and say hey, its ok just do your thing!
hella / ‘hel // ‘hεl slang origin SF Bay Area : very, extremely
Graphic Identity Logo and business system.
Logo
The Hella Happy logo comes in four acceptable variations that fit the needs of our outreach without altering the logo’s original design intent. The logo contains the words “hella happy” in a handwritten font within a golden speech bubble to convey human touch, positive conversation, and overall community. There are two ways the speech bubble tail can point, right or left. Though the default logo will have the tail pointing left, the direction of the bubble can be reflected such that the tail points right, based on content emphasis, and without altering the text. Any greyscale effect shall be a direct greyscale tonal conversion from the golden color originally prescribed. In the case of newsprinted material or other lower quality prints, the all-black version of our logo may be used. Other than the above prescribed exceptions, the Hella Happy logo is not meant to be changed from its original designs. Doing so violates the integrity of the brand, and destroys consistency among our outreach programs. 14
0.5 x
x
x
minimum spacing
preferred spacing
15
Proper Usage
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Improper Usage
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Typography
Proxima Nova a b c defg h ijklm
ABCDEFGHIJ KLM
n op qr st uvwxyz
NOPQRSTUVWXYZ
Proxima Nova is a modern font that combines contemporary proportions with a geometric appearance that conveys a universal sense of objectivity. As one of the most popular web fonts, its versatility is well recognized and appeals to the millennial generation, which is our target audience. It is easy on the eyes and well received across multiple platforms.
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Color CMYK (36, 0, 100, 0) RGB (176, 210, 53,) #afd135
This five-color palette is a carefully curated selection. We wanted to give our campaign many splashes of color to symbolize the different sections of San Francisco based industries that are the source of attraction for our working young adults, along with characteristics we want to stand for. The lighter green embodies freshness, the blue stands for innovation and tech, the green is for honesty that we want our campaign to embody, the pink is a robust hue that captures the endless energy of the city and the intense passions of the people who come through, and the yellow is the universal color for happiness and joy.
CMYK (58, 4, 0, 0) RGB (58, 4, 0, 0) #54c1ee CMYK (78, 3, 71, 0) RGB (22, 175, 121) #16ae78 CMYK (0, 91, 28, 0) RGB (238, 59, 119) #ee3b76 CMYK (2, 18, 100, 0) RGB (251, 205, 11) #facc0b
Characters
These are the heart and soul of our campaign. Each character represents a millennial stereotype to address the narrow categories this generation gets crammed into. These illustrations are just ambiguous enough for people to relate to, even non-millenials! This lessen the stigma by showing that it is okay to enjoy what you like and hey... there’s a little millennial in all of us.
HellaHappy
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Hipster
Hype Beast
Digs brewing his own beer, going out for gourmet mac ‘n cheese, fair trade coffee, and grooming his man-bun.
Brand and beats obsessed. Just a stylish in tune consumer brightening up the streets with modern flair.
Basic B****
Techie
Fitness Fanatic
Ugg Boots, mocha frappĂŠ, knock off shades and purse... So what?
Taking over the world one high design gadget at a time, perfect nerd glasses, and pristine sustainable sourced leather side-bag.
Gets down on pre-workout smoothies, getting down on those reps in the gym, and yeah, wears athletic wear as fashion... it’s comfy.
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Business System
The Hella Happy business system contains graphical consistencies in color, pattern, and character use. The standard horizontal business card is 3.5 inch by 2 inch printed on 20 pt stock quality paper. The silhouettes of our mascots on the back of the card convey a sense of mystery that call the audience to visit the listed website for more information.
w ww. h e l l a h a p py. u s
415 Folsom St., Suite 405C, San Francisco, CA 94016 p. 415.888.8888 www.hellahappy.us March 18, 2017 Dear Michael Scott,
Lorem Ipsumson Public Relations Outreach lorem@hellahappy.us p. 510.888.8888
415 Folsom St., Suite 405C, San Francisco, CA 94016
@hellahappy #hellahappy
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis sas mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, ant quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit af praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod incidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis en nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequatelyn. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. . Commodo consequat,
Lorem Ipsumson Magna aliquam erat volutpat 415 Folsom St., Suite 40 5C, San Francisco, CA 94016 www.hellahappy.us
Michael Scott 7261 Geary St., Apt. 234 San Francisco, CA 94016
The five characters also appear on the white #10 envelope. Included is a silhouetted skyline of San Francisco because that is the geographical stretch of our campaign, using the same #fecf0a color set to 20% opacity for legibility. The recipient’s name and address is printed in the middle of the envelope.
Balancing the graphical elements of both the business card and the envelope, the letterhead uses an inverted skyline to border the top of the standard 8.5 inch by 11 inch letter page. Basic contact information for headquarters is listed in the top right. Side margins are 1.2 inches, font used is Proxima Nova light 10/16.
Media Strategies
Color
Hella happy engages our audience through large and smaller street level displays as well as through digital and direct mail marketing. These four main areas are sure to grab the attention of millennials throughout their day to disrupt their daily stress and give them a moment. Not only do we give them a break as they go about their day, hella happy provides online media and a digital store to supplement the relaxing play aspect within work-life balance.
25
Print Brochure
HellaHappy
4� x 4�
26
Why print? Our target demographic spends a lot of time commuting to and from work. We want to catch them during the hustle and bustle of their weekly routine on the streets and on public transit to bring a smile to their face.
Did you know... Millennials, more than any previous generation respond to print media like direct mailers? Print media lives on, so we implement strategies that connect with millennials in their physical world habitats.
Direct Mailer
..
Go t ahea a k e a bred, ak. San Francisco, CA Permit No. 698
Do your thing!
****AUTO**ALL FOR HHUS 956 T19 P1 Roger Rabit 1251 Green Dr. Apt.6 Oakland, CA 94609-5131
HellaHappy
hellahappy.us
4.5� x 6�
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Poster Series 11” x 17” Each of our five millennial characters has their own personality and style reflected in a personalized poster. These are an integral part of our campaign because they are displayed at street level which makes their content more intimate and relatable.
HellaHappy
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What makes you hella happy?
What makes you hella happy?
“Droppin’ my new mixtape.”
“Happy hour with the girls.”
Let us know at hellahappy.us
Let us know at hellahappy.us
User testing shows viewers first engage with the prominent large and colorful character and then focusing on the logo which also stands as a design element within the poster itself. From there viewers are drawn down the to the question “What makes you happy?”
What makes you hella happy? “Ten hour league streak.. and I still get to work on time.”
Let us know at hellahappy.us
Our campaign is a success if viewers engage with the poster that either makes them think and investigate the campaign more deeply or if they get a simple instant positive reaction. We don’t have to convey the deep message, at the very least we want to create a happy reaction.
What makes you hella happy?
What makes you hella happy?
“Brewing my own craft beer.”
“A delish’ new pre-workout!”
Let us know at hellahappy.us
Let us know at hellahappy.us
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www.
Digital
about
faq
contact
shop
what makes you hella happy? HellaHappy
meet the beans HellaHappy
nekbeerd
felicia
techie joe
hypebro
sporty spice
2017 hella happy / all rights reserved
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hellahappy.us about
faq
contact
shop
what makes you hella happy? HellaHappy
meet the beans HellaHappy
nekbeerd
felicia
techie joe
hypebro
sporty spice
2017 hella happy / all rights reserved
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Merchandise T-shirts
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Gear up! Millennials dig their gear and we have the latest styles decked out with our millennial message. Items will be sold in pop-up shops throughout the Bay, in person at the Day of Happiness Festival, and year round on our online store to keep our campaign ready for the next celebration.
Hats
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Merchandise
Shot Glass Set
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Stickers
What’s with the cube? Jut a bit of nostalgia. This age group has grown up surrounded by fun objects like the Rubik’s Cube. We dress this puzzle up with our fun designs to provide millennials with a fun break from their busy lives.
Rubik’s Cube
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Budget Print Media
Dimensions
Contract
Qty
Total
Impressions
Bulletin | billboard Poster | small Poster | junior Poster | transit shelter high rent BART interior ad | vertical Bus shelter ads
14’ h x 48’ w 17” h x 11” w 5’ h x 11’ w -pending 68.5” h x 47.5” w 69” h x 48” w
12 weeks 4 weeks 4 weeks 4 weeks 4 weeks 4 weeks
1 100 5 3 60 15
5,000 400 2,500 9,000 6,000 6,000
30,000 100,000 60,000 51,000 150,000 225,000
Total Cost $28,900
Total Impressions/day 616,000 +
Digital Media
Dimensions
Contract
Qty
Total
Impressions
Billboard Transit shelter | interactive poster Web hositng
14’ h x 48’ w 72” HD display
4 weeks 4 weeks 1 year
1 5 1
3,500 4,000 22 Total Cost $7,522
50,000 pending
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Total Impressions/day 50,000 +
Merchandise Media
Qty
Cost Per Unit
Total
Retail
Profit
Hat T-shirt Rubik’s cube Shotglass
250 600 800 1,200
$ 8.95 $ 9.88 $ 4.89 $ 0.88
$ 2,235.00 $ 5,928.00 $ 3,912.00 $ 1,056.00
$ 14.95 $ 12.50 $ 9.95 $ 4.95
$ 6.00 $ 2.62 $ 5.06 $ 4.07
$25,137.50
Total Profit $12,636.50
$12,501.00
Summary
Our campaign can generate $12,636.50 in profit to offset costs for a 4 week campaign run at the cost of $36,422 with a calculated impressions at 666,000 impressions per day. 39
Conclusion What makes you happy?
Time and time again we hear that happiness is the ultimate pursuit in a lifetime. It is something that seemingly few are able to achieve, as it is deemed to be something attainable only by secret measures. Our campaign disagrees with this generality, and we believe happiness is hidden in the little moments of reflectivity with the self. Work-life balance in the Bay Area is as evasive as this “happiness�, and we strive to remind young adults in the workforce to take some time and recall what brings them joy, take a breather during the evening commute, and just be hella happy.
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hellahappy.us