2021 Independence Day Campaign - A social experiment.

The routine for coming up with our independence day campaign is basically the same every year: get the team together. Brainstorm about possible ideas. Kill the worst, develop the best. Upload and wait to see what our contemporaries have cooked up for celebrations. I figured we could do things a little differently in 2021 so I pitched/suggested to the bosses: how about we let our social media followers come up with the idea? This way, we take our engaged followers from behind their phone screens, get them to come to the office, and create an independence day campaign. As creatives, we're often driven by the need for self-expression; it will be interesting to get a fresh perspective for Independence Day. They agreed! We set the ball rolling - and selected three of our followers who had no previous advertising experience, just the drive to create and be members of the Flight Team for a day. Three of our avid followers came over to the office, and we shared a brief with them, giving them all the freedom they needed to ideate whilst gently guiding them from the sidelines. They made magic, and the engagement was off the charts. This is the point where I insert some deep quotes about marketing and engaging your target audience, but I’m fresh out of witty remarks. This is one project I had fun creating, and I’m glad it turned out how it did.

Here's a video of the process - https://www.linkedin.com/feed/update/urn:li:activity:6851156716587896832/