ADVE 709: Advertising Studio I: Creative Strategies

Brief: Create a city-takeover campaign for the Man Enough Podcast. The proposal must contain interactive elements, OOH ads, digital components, and a final event.

Key message: Make room for hard questions.

This case study project was developed for a creative strategy class at the Savannah College of Art and Design. With this campaign, we aim to inspire New Yorkers to listen to the Man Enough Podcast by helping them question everyday things through difficult questions.

The activations would include glued posters all over the city, billboards, murals, merchandise, interactive spaces, and a game that people can take home.

Posters include questions and reflections that refer directly to a podcast episode. The idea is to spread them around the city of New York creating meaningful conversations around masculinity, manliness and humanity in general.

In this little box, you'll find 100 questions that make room for important things like friendship, humanness, growth, rest, and much more.

This game was designed for men to explore the things they've traditionally been forced to put aside. Ideally, teen boys will have the opportunity to play this game with their fathers or father figures, and 'bros' will find time to sit down and listen to each other while having deep, meaningful talks using these cards; why not? This game can become a gateway for families to build better and more human relationships.

Merchandise can serve as a tool to 'spread the word' around the objectives of the campaign.

Sound proof booths will be positioned around the city of New York for people to interact with. Once inside the booth they are encouraged to do the following:

Pick up a card from the deck. The card game is a new branded product and this way people can get familiar with it.

Press the record button. Recordings will be used for social media content

Read the question. The questions relate to a specific podcast episode.

After the participants are done at the booth, they come outside and take a picture. Organic pictures of people that used the booth will be used to create digital bus stops highlighting the questions they answered.

Similar to the Making Room card game, this filter invites people to answer hard questions.

Invitations to the big event will be distributed in unconventional spaces such as: bars, college bathrooms, and attached to products in the supermarket, as well as traditional flyers and social media posts.