Happy Place
Integrated Campaign
We were asked to create a global marketing event for CocaCola, aimed at establishing a connection between family, friends and the brand. The goal was to activate and involve the target through creative, interesting and exciting activities, consistent with the target profiles and the Coca Cola style. The event structure was a family friendly camping experience. It would take place in 3 different locations, in the United States, Italy and China. For each location there will be local food and activities. Along with the camping and entertainment, there would be stargazing and contests to win gadgets and more.
4 WEEKS
SPRING 2019
NABA MILANO UNI
PROFESSOR: Simone Valtulina
MY ROLE: Creative Direction and Brand Design
CREDITS:
Emma Jane Loria - Creative Direction and Copywriting
Lujie Jiang - Illustration Concepts
LOGO DESIGN
Our logo is designed to be playful and fun, like our event. Something inviting and warm, that also hints back to Coca Cola with the bottle cap shape. This version is used throughout our branding with an alternate type version for simpler uses. For the logo we use a playful typeface as well as Coca Cola’s existing brand font, Gotham.
MOODBOARD
ADVERTISMENTS - POSTERS
For our posters, we included a lot of detail because a person tends to look longer at a poster. We developed a poster version of one of our billboards and one showcasing our company doodles. These doodles are designed to showcase the event atmosphere, using items and visuals commonly associated with camping and happiness.
ADVERTISMENTS - BILLBOARDS
We decided to take two different approaches to our billboards. One showing off the events “vibe” with the slogan “This summer become a Happy Camper”. This was designed to appeal more towards a family with children. Our second approach was to show off the locations of the event, to appeal to people of all ages.
GADGETS
