Creative Portfolio

TOPBOX ADS MIDOL TV

TRIX MEMES

P. 8

P. 11

PUFFS LONG

PUFFS FM

Tic Tac ADS

MIDOL Print

EVE Hart Smith

Creative portfolio

P. 1 P. 6

P. 13

P. 14

P. 15

Strategy Statement For closet creatives, Tic Tac fuels your inspiration to “shake” outside the box.

Tic Tac Campaign

Press Release Tic Tac's “Shake Outside the Box” campaign will feature 365 days of each day celebrated creatively. Whether it's spunking up prom, amping up celebrations, or celebrating life, expect things to be different.

2

Below: Tic Tac banner ad for web or billboard; Right:

3

365 Days of #ShakeOutsidetheBox Tic Tac is all about doing things creatively. Using social media, TicTac will promote innovation for one year.

Social Media Promotion Tic Tac will promote its antics on Twitter, Facebook, and Instagram as well as include #DoDifferent craft and fashion ideas on Pinterest.

Above Left: Tic Tac baby shower; Above Right: Macy’s Thanksgiving Day parade balloon

Above: Color-matched fan shakers; Right: Tic Tac stocking stuffers

4

5

MIDOL PRINT

Statue of Misery

6

The pursuit of painlessness.

Rosie the Cramper

The pursuit of painlessness.

7

8

MIDOL TV

SFX: “God Bless Ameri- She lowers her torch. ca” comes to a screeching halt; the sound of creaking metal ensues Statue of Liberty frowns and clutches her stomach.

She reaches into her sleeve and pulls out Midol.

After taking Midol, she smiles and raises her torch.

SFX: “God Bless America” begins where it left off VO: Midol. The pursuit of painlessness.

9

TRIX MEMES

10 11

12

PUFFS LONG COPY

The sugar plum fairies can wait.

The only thing dancing in your head right now is a cold, and you need relief that only Puffs can give.

The red, chapped nose isn’t part of our cold equation. We give you long-lasting relief with our pillowy tissues, which come in aloe vera, Vicks, and lotion.

Dermatologist-tested Puffs are made from virgin wood pulp and manufactured thick and soft—and that makes all the difference.

You’ll love them so much, you might just take them with you wherever you go.

So blow your little nose out. And breathe in. Yes, you can finally breathe again.

Cue the fairies.

13

Creative Brief Ad Objective Create widespread awareness to low-income communities and food deserts about the Top Box service. Establish the brand as a trustable food provider for families.

Target Mothers of low-income families who are concerned about feeding their family and worry about availability of nutritious food and food security daily. They need good food for an even better price and don’t want to keep buying processed foods. Mothers know children are more likely to succeed when they are well fed and healthy. They know their children perform better in the classroom and on the playground, with better concentration, problem-solving skills, and hand-eye coordination. They understand the importance of their own health as well, to provide an example for their children and to be there when they are needed. They are looking for help to provide for themselves and their families that have had a tradition of financial instability an opportunity to better their situation.

SFX: Crowd murmuring.

SFX: Gavel pounding.

Rhodes: Your honor, as I’ve tried to explain, I was under duress!

Judge: You mean that you were forced to commit the crime?

PUFFS RADIO

Rhodes: It’s just that they were so soft and pillowy, and I’d been blowing my nose all day long with those discount tissues. My poor nose was so red and scratchy!

14

Judge: So you admit to the crime?

Rhodes: Your honor, they were just tissues!

Judge: Just tissues, Ms. Rhodes? I believe the court records will show that the stolen property was in fact Puff ’s lotion tissues.

Rhodes: But tissues just the same. . .

Judge: Anyone with a box of Puffs knows that they’re not just tissues, Ms. Rhodes!

VO: Puffs. So gentle on your nose, sharing feels like a crime.

Top BoX Campaign

Judge: Ms. Rhodes, how do you plead?

Insight “I want my family to eat nutritiously. Myself included.”

Promise “When you buy Top Box Foods, you buy a new future for your family and yourself.”

Support • Top Box provides restaurant quality meat at a fraction of the price of a typical grocery store • Fresh ingredients with a fresh price tag • Hand-selected produce in a ready-to-go box, delivered right to you.

Tone • Motherly • Tender • Bright Assignment • Online promotional pieces (Social Media) • Flyers and Posters for placement in community Centers and Churches • Bus stop posters • Non-traditional - power poles and leaflets • Email Campaign

15

Bus Stop Messaging One Side: Live Life Full Art Gallery @ City Center Library, December 28–January 31 Opposite: Top Box logo followed by topboxfoods.com/art and #lifelives full Style Food art display in the style of a gallery.

Live Life Full Posters Messaging Posters will be posted as art pieces around the city.

Style Food art is the central feature of each poster.

Posters will be in the style of various artists, including photographer Carl Warner, who is well known for his food sculptures; artists imitating the styles of Diego Rivera and Frieda Kahlo, who both painted colorful ethnic pieces; local sculptor Julianne Calderon; local graffiti artists; and other local artists and art institutions, including Chris Miles, Jossy Lownes, the Utah Arts Alliance, art students from local universities, etc.

16

17

Wall Graffiti and Building Paint Will appear on public transportation routes (e.g. the Frontrunner walls to Salt Lake City), on heavily graffiti-ed walls around the city, and on older buildings. Graffiti will feature graffiti artists and graffiti translation of paintings.

18

19

Library Art Gallery The Gallery Each gallery event will be hosted at a local library and feature food art by the featured poster artists accompanied by plaques with information about food deserts, the nationwide hunger problem, and locals suffering from hunger.

Top Box Info Session An info session about Top Box will be hosted in the gallery area to inform the public about how Top Box works. The info session will include samples of food items that Top Box offers. Members of the public will be given brochures and an opportunity to sign up on Top Box’s email list.

20

21

Press Release Messaging Top Box Foods, located out of Chicago, is the organization behind Salt Lake City’s newest art improvements.

Top Box is also hosting the Live Life Full Gallery on from December 28 through January 31. The gallery will feature art by local artists and an information session about how to get groceries at half price.

Distribution Local newspapers, including Deseret News, the Salt Lake Tribune, etc.

Chalk Art Festival Chalk art festivals are popular nationwide. Utah has two prominent festivals: the Riverwoods Chalk the Block festival in Provo and the Chalk Art Festival in Salt Lake City. Top Box will sponsor a chalk art festival in Utah with Live Life Full as the theme. Pictures of the art would be posted to a gallery on topboxfoods.com and on Top Box’s social media accounts via Instagram..

Google Gallery The Live Life Full Galleries will be posted online through Google after each city tour. Top Box will then post links through its website at topboxfoods.com/art.

22

23

Social Media Facebook Announce Live Life Full Gallery events and art festivals. Feature photos through Instagram account.

Twitter Live tweet about events. Feature photos through Instagram account.

Pinterest Post pictures of the most recent box deals as well as recipes for using the ingredients.

Instagram Instagram pictures of Live Life Full Gallery and art festivals. Post pictures of handing out boxes.

Email Promotions for the art gallery, chalk art festival, and new box deals for those who sign up on the art gallery list, through the wesbsite, etc.

24

25