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THE PURSUIT OF THE PERFECT STRATEGY CAN LEAD TO REALLY SMART AND BREAKTHROUGH CREATIVE WORK e h t e b o s of a l a n use f a c It ot ca se o ro d ca ia ba somn F N in J -

jeffrey N. fortune II

Creative Strateg

ist

I’ve spent the last two years of my collegiate career at the VCU Brandcenter mastering the art of speaking to people in a way that moves them. Technically I’m studying to become a communication strategist but my curiosity has helped me to also become a bit of a brand manager, art director, copywriter, and cultural anthropologist. At the end of the day I’m really a hybrid of all of these disciplines and so I like to think of myself more as a Creative Strategist.

Throughout this book you’ll find a collection of some of my favorite campaigns and projects that I‘ve worked on in the last two years. The collection ranges from innovative media based projects to strategic re-branding campaigns constructed for actual clients. There’s a good representation of both individual and group work showcased throughout the book. Both of which I’m proud to say have strong strategic direction from the begging insights and strategy to the creative development and implementation.

My take on the industry, is that good planners are more than just the consumer representative for the agency but have evolved into more of a jack-of-all trades: a planner, researcher, anthropologist, brand manager, and everything in-between. For me that’s one of the biggest reasons I became a planner, to let loose this unquenchable curiosity I have for culture and the world around me.

Which I think has worked out nicely, seeing as planning is really founded on the concept of finding those precious insights that can catapult a brand to the next level. Now, I am by no means a creative director but I do have a passion for design and smart creative work, for I know as a planner it’s my insights that help to bring a campaign to life.

I like to think of myself as being the Agent 99 to the agency’s Maxwell Smart, you know the brilliant sidekick who cooks up the plans to save the day and then steps to the side to let the hero work their magic! I hope you enjoy exploring my work as much as I did putting it together.

- Jeff Fortune

JEFFREY NICHOLAS FORTUNE II FORTUNEJN@VCU.EDU 806.577.9612 EDUCATION Virginia Commonwealth University, Brandcenter, Richmond, Virginia Master of Science in Mass Communications with a concentration in Advertising Texas Tech University, Lubbock, Texas Bachelor of Business Administration with a concentration in Business Marketing

Graduated Spring 2009 Graduated Fall 2006

EMPLOYMENT Starcom Mediavest, Media Intern

Summer 2008

Assisted in the development and presentation of the creative briefing for all Disney 2008 summer theatrical releases.

Negotiated and constructed media placement solutions including add-value delivery for all summer 2008 strategic media plans.

Worked closely with the consumer insights group to develop integrated strategic recommendations for the launch of the new Disney XD television channel.

Hill Holliday Connors Cosmopulos, Intern

Summer 2007

Worked with the Dunkin Donuts Team to help integrate the America Runs on Dunkin Campaign among young professionals in efforts to cultivate an organic digital community.

Assisted in the conceptualization and implementation of the “Free Iced Tea Day Promotion” among five New England regions. Integrating traditional media placements as well as digital promotions to help drive awareness and participation.

Collaborated on and produced a brand identity analysis for the Dunkin Donuts Brand in regards to young professional’s perception of their new breakfast menu.

EXPERIENCE Geico Strategic Communications Plan Conducted a variety of qualitative and quantitative research in order to identify GEICO’s business opportunity for the 18-30 demographic.

Designed and orchestrated a strategic plan upon the basis of engaging millennial consumers through non- traditional methods.

The X- Games Cultural Exploration Established a branding platform based on the insight of celebrating the individual sports cultures within the X-games.

Developed a 360-degree branding campaign that engaged consumers at multiple touch points through a unique selection of media interactions.

Conducted and synthesized over 50 personal interviews in order to uncover hidden stigmas harvested by action sports enthusiast.

i think one of the best consumer insights the world has ever known can be credited to a little underground bar in Boston. Who somehow stumbled upon the insight that after a hard days work

A MASH UP OF MY LIFE AND ALL THE LITTLE THINGS THAT HAVE MADE IT SO GREAT

II

Two years ago I sang in a karaoke bar with the one and only Charles Barkley and I have pictures to proof it! Who would have guessed that he was such a big Rod Stewart fan.

SOMETHING I LIVE BY:

“YOU WANT TO GO WHERE EVERYONE KNOWS YOUR NAME”

A FEW OF THE THINGS I

LOVE

CO

GS

"When your PASSIONS and

Y S E A II R L E F F HO N JEIC TU N ORI HAVE F HAD MY

your FEARS and EXCUSES

I BECAME A HUGE ARSENAL FAN SOMEWHERE BETWEEN MY FRESHMAN AND SOPHOMORE YEAR OF UNDERGRAD... AND IN THE PROCESS I ACQUIRED A SLIGHT ENGLISH ACCENT FOR SOME REASON.

D IR TH

DE RA G

N PO DU SE BA ELY OS LO LEF. E S OF TH MY IFE LED US L TIT O EN CARI N P. E PR III STO AN TH BR WOR S S HT AN LIG Y IGH M IT H E OF NATE M U T SO R FO S S NT UN ION ME BIT INTO MO AM T VE ING I IN K I HA ITH MA OF OOK W S. R EA AB OY T TW IRIS EF TH E I ED T TIM SEN E IP TR PR ES TH ple T IT GH peo OU N TH D SA WA MATE ONE. I AN ROPH MIC

P I R T S C I M O C A W A R D I

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FACE FEATURED ON THE SIDE OF A CITY BUS

YOU WILL find a way."

BY

NGCHIN GRA I TH N A M O N THA ND T 2A A D AA O D FO SO

PURPOSE are greater than

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HATE L YA RDS N I LA V CO GR ZINE RE H AP EC EF SS AS T R TEX BUFFET UIT S ART SPONGE CAKE LUS RS CALCU TE S S E H OA AC -C O R R E R LL RE U T O L U C R TE T OL BE SE E TB S I U E P F LIVE MUSIC A N N C Y A T A H IN G CHI NES E FOO D

ENJOY!

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N TIO LEC COL ICK BR

YEAH I GOT ONE. WHY? I REALLY DO NOT KNOW!

Can

A QUICK LOOK AT

HONDA RUCKUS

CBM: MEAGAN SACKETT CS: JEFF FORTUNE AD: JEENAL SHAH CW: TONY COLLINS

CAMPAIGN OBJECTIVE The honda ruckus had established itself among the scooter category as the tough, gritty, bare bones, urban ride for the unconventional rider. Due to its immense popularity and a short sighted distribution model retailers couldn’t keep their in-store supply high enough to meet the demand. Therefore Imposing a 2-3 month waiting period for consumers to receive their scooter.

Our team was asked to alleviate the negative connotation that came with this waiting period and turn it into a positive brand experience.

Insights and Findings The first thing we discovered was that the Honda Ruckus had established a formidable community following within the scooter category and people were looking to own the scooter immediately.

Although buying the scooter new was the general preference , the 2-3 month waiting period was enough of an deterrent to push people to find alternative purchasing options aside from Honda dealerships (Craigslist, Ebay, Newspapers, etc) regardless if that meant purchasing an inferior scooter.

There was no real incentive to buy the Ruckus scooter new! All of the downfalls that normally would make a vehicle less desirable such as dents, scratches, and alterations where seen as badges of honor for the personality of the Ruckus rider.

Buying a used honda ruckus is almost more appealing to the ruckus rider because it presents a since of history with the scooter and shows that it has earned its stripes.

strategy

“Good is worth the wait” We developed our campaign upon the basis that the honda Ruckus wasn’t just a scooter you buy, but rather it was a “fraternity of Ruckers” you pledge into.

We took the 2-3 month waiting period and used it as a time for future ruckus owners to prepare themselves to join the Rucker fraternity. Allowing them to become more engaged in the process of ordering their scooter and discovering the culture from the time they order until delivery. We developed an interactive campaign that engages the owner on a weekly basis in order to change their perception from Waiting for a Ruckus to Preparing to be a Rucker.

In our communication we focused on highlighting two major points: 1. Get your own Ruckus, make your own memories.

We wanted to address the business problem that Honda was currently facing in the fact that prospective customers were purchasing their Honda Ruckus from third party dealers.

So we appealed to the emotional connection ruckers have with their scooters and showed them the beauty of purchasing their scooter new. Illustrating that every dent and scratch is a part of the story they forge with their scooter. The war wounds on their scooters are memories, their stories, and their uniquely their own.

2. Somethings are just worth the wait We knew the personality of the rucker was unconventional and unique. So we wanted to play on those characteristics and relate them back to the scooter itself. Telling the rucker that we’re not just some cookie cutter scooter off the assembly line, we’re as original and authentic as you are... and that level of greatness takes a little time to perfect.

Competitive Situation

Common Themes Among Competitors

1.

Enduring The Storm

2.

Superiority In Small

3.

Allure Of The Unconventional Rider

Scooter manufactures are now capitalizing on the message of fuel efficiency more than ever before. The objective of providing people with a long-term solution to the transportation crisis and quantifying the savings has become a common business goal within the industry.

The smaller is better syndrome has flourished within the automobile industry and has attached itself to everything from fuel efficiency to performance reliability. The scooter manufactures have collectively jumped upon the smaller is better bandwagon and have taken the message a step further by championing the concept that scooters above all are economically wiser.

The typical profile of someone who uses a scooter as their primary source of transportation looks at life differently and scooter manufactures are celebrating that uniqueness.

Competitive Situation

Piaggio Vespa Brand Essence

Advertising

At the heart of the Vespa brand you’ll find that it was established upon simplicity and enjoyment.

The legendary "Vespa riders eat the apple" campaign's graphics introduced mature pop art in Italy and pre-announced the mutation of pop art into the hippie and new dada styles. The The company shares a rich heritage with Piaggio that dates Vespa is probably an immortal back to 1884 and over time has become the iconic symbol of objet that unites generations the scooter category. Vespa is perhaps best known for its stylish and unmistakable minimalist design. and social classes, sexes, tastes and trends. A rapid The Vespa's traits are lovely, but it is essentially made for overview of the themes that those who aren't well off. It amuses without forgetting its have featured in the primary utilitarian function. communication of the Vespa It is free and nonconformist, without letting itself go as far as shows us the overall evolution the roars and violence of speed. of Italian society (and perhaps all of Western society).

Enertia Brand Essence Enertia is without a doubt the “AL Gore” of the scooter industry combining a practical design with a focus on environmental sustainability.

The Enertia electric motorcycle seems to regarded itself as more of an environmental experiment in green technology rather than a legitimate monetized motorcycle manufacture.

Advertising Tagline: “Enertia is momentum for change.”

The Enerita Motorcycle is designed and sold under the Brammo Motorsports banner. There is relatively no advertising for the bike as it has just gone into production late last year. Although , due to its environmental and technological breakthroughs it has garnered press from a number of sites including Fastcompany, Gizmodo, and Wired Magazine

Competitive Situation

Piaggio Brand Essence Piaggio is the “Steve Jobs” of the scooter industry; masters at finding ways to reinvent their products to best serve their consumers.

Piaggio started off in 1884 with a rich history of ship outfitting, railway construction, and aviation before giving way to developing practical and accessible means of transportation for post war Italy.

Advertising Tagline: “Capturing Unprecedented Performance.”

Piaggio’s strategic direction is clearly aimed at owning the title of being the most technologically advanced and innovative scooter company in the world. The tone and imagery of their campaign is centered around capturing feeling of “Unprecedented Performance”.

Piaggio is perhaps best known as the current holding company for the Vespa scooter brand. In Europe the Piaggio name is synonymous for innovation, design, and a commitment to superior technology.

The real essence of the Piaggio offering is in the fact that they have championed and proclaimed themselves pioneers of the three-wheel revolution.

Piaggio has set out to differentiate their scooter offering by developing the worlds first high performance three wheel scooter.

Buddy Brand Essence The Genuine Scooter Company is really the “Mark Cuban Ultra Fan” of the scooter industry, not really exceptional or ground-breaking in any of their product offerings just strong believers in the scooter culture.

From its inception, Buddy has been built simply on the premises of making quality scoters that appeal to the vintage scooter enthusiast.

Advertising Tagline: “America’s smallest scooter company.”

The Genuine Scooter Company was established upon its founder’s, Philip MacCaleb, adoration for vintage scooters. Its been that same enthusiast reverence that has been illustrated through their advertising communication. Holding true to the vintage nature of the scooter while celebrating the new modern technology offerings.

honda ruckus creative executions print

honda ruckus creative executions digital

We wanted the ruckers to be able to engage in the ruckus experience 24 hours a day so we created a web-site specifically tailored for future ruckers. Here they were able to: Locate the best rucker hang out spots

Engage in pre-ruckus warm ups

Interact with ruckers via message boards

Check on the status of their ride

Watch a videos of the best rides in their area

Upload photos of bike modifications

Get tips on how to customize their new wheels

Find tips on what not to do as a rucker

honda ruckus creative executions non-traditional In order to keep the ruckers engaged throughout the preparation period we developed some products that would be sent out to them biweekly. The items include a Ruckers Everything You Need to Know Guide, t-shirt and sweat shirt, and Ruckus decals.

centrum CS: JEFF FORTUNE AD: J.D. HUMPHREYS CW: JAKE DUBS

CAMPAIGN OBJECTIVE Centrum had long been known as the multivitamin thats complete from A to Zinc. But outside of its iconic slogan people held a

centrum

very narrow perception of the brand and couldn’t understand how Centrum could differentiate itself from other generic brands.

Our challenge was to re-brand Centrum and establish a new and relevant positioning among consumers.

Insights and Findings

1.

The first thing we found in our research was the fact that the Centrum brand had incredibly high brand recognition measures among people 18-55 years old. But in terms of brand awareness in their product offering only 20% of our respondents could name a Centrum product besides Centrum Silver.

2.

Centrum had acquired an “elderly medicine” perception among people 18-34 years of age. Most people associating the brand with daytime television shows like the Price is Right.

3. established within their minds that it provided no tangible results. This lead to

We found that people were indifferent in taking a multivitamin because they had what we called “Multivitamin Irreverence” among men and women 18-34.

4. at Centrum but rather were shared of the entire multivitamin category. People

Peoples feelings of indifference in taking a multivitamin were not solely directed don’t understand the importance of the supplement, can’t see the benefits, and have no reason in their mind to take it.

centrum strategy “Nutrate�

The strategy for our campaign was founded upon the concept of Nutrate. what is Nutrate? well its a word that we constructed to help centrum own the message that taking a multivitamin is a necessity.

We used the concept of Nutrate in two ways.

first

We used Nutrate to combat the belief among 18-34 year olds that good health only requires exercise and dietary balance .

Informing them that only a multivitamin can provide them with 100% of the daily recommended nutrients for complete health.

second

We used Nutrate to simply tell people the importance of taking a multivitamin. In this aspect of our campaign we focused on just being educators of the cause and not necessarily a product. We wanted to encourage people to find the multivitamin that would work best for their needs.

We uncovered in our research that it wasn’t necessarily Centrum that needs a brand boost but its really the whole category of multivitamins that needs to be elevated. So we leveraged Centrums equity as the current category leader and established them as the purveyor of total health. Positioning them as the educator within the multivitamin category and authority of total health.

Nutrate: to cause one to absorb nutrients

Ok, so Nutrate is clearly a word we conjured up and we know that our target audience is smart enough to figure that out. But this target loves this type of simple humor when their interacting with brands. Nutrate is a clever reminder for them to take their multivitamin and work toward total complete health.

centrum Centrum Brand brief OBJECTIVE

Our key challenge is to overcome the current “grandfather supplement” perception and re-position Centrum by adding a new and relevant dimension to the perceived values that Centrum already incorporate.

WHO ARE WE TALKING TO?

Our target audience is essentially anybody and everybody but we will focus our message at men and women 18-34. Were talking to people who are looking to improve and maintain their overall health. Our target ranges from people taking an active role in their health to those who simply don’t have the time to life an healthy lifestyle. Regardless of their diet they both desire to get all the nutrients their body needs. What their really looking for is a sense of nutritional insurance in a supplement.

Our target is really more of a mindset then a demographic. These are people whom may not be taking active steps to improve their lives but have a desire to make a change. They want the assurance that they are getting everything their body needs but at the same time they don’t want any miscellaneous additives. Our target is looking for the one stop shop in good health. They live busy and complex lives and need a supplement that will provide a variety of benefits.

WHAT DO WE WANT THEM TO DO?

We first want people to get in the mindset that a multivitamin is a vital component in maintaining a healthy lifestyle. And with that we want people to change their perception of Centrum and engraft the vitamins into their daily lives. Ultimately we would like our target to see beyond Centrum as just a multivitamin and start associating it as a vital part of unlocking their potential.

HOW DO WE REACH THEM?

Our target audience are nothing less than media junkies and they are often suspended in a state of continuous partial attention. Multitasking between television, online, handheld devices and traditional media forms. This target spends on avg.

6.5 hours a day with media but are packing over 8.5 hours of exposure into that time. target insight

Although our target understands the purpose of Centrum they have still created a sense of “multivitamin irreverence” in their lives.

SINGLE MOST IMPORTANT THINGS.

A multivitamin isn’t optional its a necessity.

CREDIBILITY

A multivitamin is a multivitamin. But the thing that sets Centrum apart is the fact that it is the number one doctor recommended multivitamin. With its wide array of vitamins and minerals it offers reassurance that you are obtaining the proper amounts of nutrients needed for good health. Boosting specific benefits such as being the first and only multivitamin to lower cholesterol levels.

LOGO AND LEGAL REQUIREMENTS

We will have to be consistent in our verbiage and nutritional claims with Centrum’s current brand message. There are legal restrictions that refrain Centrum from insinuating that it improves or cures any medial ailments.

centrum cultural truth A multivitamin is a multivitamin. Multivitamins are perceived as something you take as they become more relevant to your life normally as you progress into old age.

Brand truth

consumer truth

We’re more than just an multivitamin, were a company that believes in the concept of total health. The vitamin is just the beginning. At our core were about educating , informing, and enriching lives through complete health wellness.

What I really want is an insurance policy. A multivitamin that will ensure that I get 100 percent of the nutrients I need no matter how unbalanced my diet maybe.

connection plan After we had solidified our strategy we created a connections plan to help illustrate how our target would interact with the Centrum message through out the campaign.

ss ss Connect

Interest

share

Awareness

Spread

interest awareness connect The interest stage is where we want to build a sense of anticipation and intrigue around Nutrate.

The awareness stage is where we want to be seen as the educators of total and complete health.

This is where we want our target to start taking Centrum and engaging in our total health challenge.

share

spread

The share phase is The spread phases is where we want to see really focused on the our target pass on the breath of people we importance and can reach in our benefits of Centrum. campaign.

centrum

centrum

Full time student Part time job Ramen Noodle soup

centrum

centrum

centrum

centrum

ORDINARY PEOPLE CHANGE THE WORLD ORDINARY PEOPLE CHANGE THE WORLD WAS FOUNDED IN 2008 BY NEW YORK TIMES BEST SELLING AUTHOR BRAD MELTZER, BASED UPON HIS BELIEF THAT THERE IS GREATNESS INSIDE OF US ALL. CS: JEFF FORTUNE CS: BRITTANY BROWN CS: MOLLIE PARTESOTTI CS: ED MCCLURE CS: BEN ALTER

CAMPAIGN OBJECTIVE Ordinary People Change The World had come into existence as a side project for author Brad Meltzer in 2008. He was looking to establish the web-page as a place of encouragement and community for those who believed in his mantra of “The greatness within us all”. The problem was that Brad didn’t have a clear purpose as to how he wanted people to interact with the site or what he wanted them to do once they arrived. Our objective was to build an integrated media campaign to not only give the website a more focused meaning but also to cultivate a deeper more emotional purpose for his cause.

Insights and Findings

1.

2.

Young professionals aged 21-30 spend on average two hours a day surfing the web primarily due to the fact that they are bored. Eleven percent of the young professionals interviewed contributed their wasted time to the fact that their jobs weren't challenging enough.

As young professionals progress in their time waisted online their range of miscellaneous websites increases dramatically. Indicating that they are more inclined to visit websites that would be considered outside of their normal interest when bored.

3.

4.

This group is self-aware of their time wasting and actively looks for opportunities to do good. Their is an underlining since of guilt in the quantity of time wasted by this group that drives this search for active good.

The young professional is much more inclined to contribute to a cause in the name of social good then they are to organize an event for the same. A popular example among this target we came across was the overwhelming support for the mission of TOMS shoes who donates a pair of shoes for every pair purchased.

ORDINARY PEOPLE CHANGE THE WORLD

strategy “WHAT ARE YOU DOING?”

We developed the strategy of our campaign around asking the question of “What are you doing” to young professionals.

Calling them out when they are wasting time online instead of doing something productive for mankind. We wanted to play on that little bit of guilt people harbor when they wast time online and make them realize that they could have been doing so much more with their time.

Because we knew our young professionals spend a considerable amount of their online time on entertainment and humor based content we decided to take a light hearted approach to our campaign. We decided to use completely random, exuberant, and sometimes flamboyant messages pertaining to pop culture in order to lure our target into engaging with our content. As their curiosity got the best of them and they proceeded to explore our outlandish content we then abruptly hit them with the question “What Are You Doing?”. Questioning the logic in why they would waste time to see such futile information before re-directing them to the OPCTW website. The real beauty of our strategy was the fact that we were able to illustrate our message through the medium itself.

Positioning Ordinary People Change The World is the only web-site that provides a hub of inspiration and ideas for like minded young professionals to harness their potential capacity for heroism.

ORDINARY PEOPLE CHANGE THE WORLD

Brand manifesto What are you actually getting done when you are on the internet? Sure, it is convenient to use email, and check

the

weather, but do we really need to know what paris hilton had for lunch? Social networking sites keep us in touch, but why do we spend an hour looking at pictures of people we barely know? Welcome to a website you can spend time on and

actually

change

something for the better. Our site is dedicated to a belief that the world can be a good place. We want to inspire people through our message that ordinary people can change the world. Use our site to read about something positive, get connected to a charity, or share your own story of inspiration.

Welcome to a new movement. A movement that believes our lives can be about something larger. A movement that believes ordinary people change the world.

ORDINARY PEOPLE CHANGE THE WORLD Creative executions Digital

What are you doing?

These are a couple of examples of the fake content we would plant within our media placements in order to attract people who are wasting time. As you can see below we will be seeding the executions in places our target has been known to waste time such as the Perez Hilton web-page. We also seeded content on Youtube in the form of fake videos that redirected people to the OPCTW site and Ebay in the form of ridiculous items people should never bid on.

Splash Page

This is the page that is pulled up when our time wasters click on one of the outrageous ads. Its a splash page with our “What Are You Doing� manifesto. Directly after our unsuspecting guest click on our content their confronted with this message and the redirected to the OPCTW website.

ORDINARY PEOPLE CHANGE THE WORLD Creative executions Digital

Somee Cards In order to help drive people to the OPCTW website we created a limited edition of Somee cards with our humorous message. We encouraged people to personalize and share these cards with friends they know are wasting time online and help us spread the message about the the OPCTW movement.

Type to enter text

ORDINARY PEOPLE CHANGE THE WORLD Creative executions OOH

Out Of Home These are a couple of OOH examples we placed around selected cities with high percentages of young professionals.

Each execution ultimately drives people back to the Ordinary People Change The World web-page where our message of changing the world and doing good is revealed.

CONTACT INFORMATION JEFFREY N. FORTUNE II

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JNF II genius is not a possession of the limited few, but exist in some degree in us all.

- Robert Henri