kevin langdon - strategic planner
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KEVIN LANGDON
STRATEGICPLANNER
“ 5791617
Knowledge is ultimately available
to everyone. Only true intuition,
jumping from knowledge to an
idea, is yours and yours alone.
- Bill Bernbach
What’sInside
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3
5791617
I AmI ThinkMy WorkMy PastHow To Find Me
- Bill Bernbach
What’sInside
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“ “If you wish to persuade me, you
must think my thoughts, feel my
feelings, and speak my words.
- Cicero
5
“I Am An ex professional basketball player. A traveller - I’ve been to 15 countries. The owner of a rescue greyhound: Albert. A builder: fences, skateboards, furniture, etc. A photographer. A reader. Insatiably curious.
“ “The real fact of the matter is that
nobody reads ads. People read
what interests them, and
sometimes it’s an ad.
- Howard Gossage
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“- Howard Gossage
I Think You should put people first. The creative team should be brought in to the strategy process. People care about life, not brands. We’re in the business of solving problems, not just making ads. Storytelling is a powerful art. You should try. Fail. Learn. Improve.
“ “1214
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The painter... does not fit the
paints to the world. He most
certainly does not fit the world
to himself. He fits himself to the
paint. The self is the servant who
bears the paintbox and its
inherited contents.
- Annie Dillard
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“ The Orange Chef365 Everyday Value
1214
UNICEF10
MyWork
- Annie Dillard
Millennials don’t want to get involved with causes when they don’t feel like they can make a difference.
Shock + EngageWe want to shock millennials by showing them the mental trauma that these innocent children are suffering from, and then engage them by showing them how they can individually impact a real refugee child in a fun, entertaining, sharable way.
The civil war in Syria has been going on for three years, and over four million children have been affected. UNICEF needs to increase worldwide attention and awareness for the children affected by the conflict.
Get millennials talking about #ChildrenofSyria and #NoLostGeneration on social media channels worldwide.
Background
Task
Real Problem
Strategy
Tech savvy millennials, ages 18-35, worldwide. They’re educated and they support causes. They are aware of the civil war in Syria, but are unaware of the severity of it.
Audience
11
Ambient Art Gallery Event
Creative IdeaDrawn TogetherArt therapy is used to treat children with war induced mental trauma, and by integrating it into a mobile app based game, it gives millennials the means to make a visible difference in a child’s life.The app will be supported by a paid media launch campaign to generate interest, and the drawings will be easily sharable on popular media channels to grow organically.
Drawn Together App
Seeding - UNICEF/DeviantART
Outdoor
Social Sharing
Micro-site
People have literally lost thier gut feeling about food. Our research with Dieticians confirmed that people think that have a good idea about what they’re eating, but in reality, they really don’t. With portion sizes increasing every year, and a barrage of new dietary trends, food studies, and misinformation, people no longer understand what, or how much food they should be eating.
What are you really feeding your kids?We want to surprise people on an emotional level by showing them that they actually don’t understand what or how much they should be feeding their children. We will then inform them how the Prep Pad can easily help them make better food decisions for thier families.
The Orange Chef Company has had success with their line of iPad kitchen sleeves and cutting boards. They are now launching the Prep Pad, a tool that measures the food people eat to empower them to make better decisions in the kitchen.
Develop an online campaign to increase brand awareness and educate consumers on the Prep Pad.
Background
Task
Real Problem
Strategy
Active, stay-at-home mothers. They want to know that they’re doing the best that they can for their families, and a large part of that is preparing healthy meals.
Audience
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Micro-site - Prep Course
Creative IdeaPortion DistortionOur creative idea was to get people to question their typical food portion size for themselves and their families. To do this, We would use banner ads about distorted portion sizes to attract attention, then drive traffic to The Orange Chef website to an interactive demonstration of how easy and empowering the Prep Pad is.
Banner Ads
The 365 Everyday Value brand at Whole Foods is their generic store brand. The 365 brand represents the same quality and production standards that Whole Foods is known for, but at a value price.
Background
Make every day impressive. We want to reframe Whole Foods in the mind of Experientials by showing them that they can create impressive food every day when they use the 365 brand for thier basics.
Increase sales of the 365 Everyday Value store brand products.
Whole Foods is only for the special moments when you want to impress someone. Experientials love Whole Foods, but they have the perception that it’s too expensive for everyday grocery shopping for the basics.
Task
Real Problem
Strategy
Experientials - customers who shop at Whole Foods occasionally for a few high end items, but not for the basics. Audience
15
Website Betty Botta Challenge
Recorded versions of the attempts would be shared on the Whole Foods store Twitter and Vine accounts.
Creative Idea
Print Ads
Better basics make your everyday food better.High quality basics are the foundation of great food. By illustrating the value of high quality basics, we want to encourage people to compare the 365 brand basics to their store brands to see why the 365 brand is a better value. Our creative focused around fun and engaging tongue twisters with the moral being: better bascis make for better food. The call to action will be to visit the website to see why the 365 brand products are better quality. Customers will be encouraged to visit the store to try the Betty Botta challenge and recieve a free 365 Everyday Value brand product of their choosing.
Shopping Bags Store Magazine
PhoneEmail
Social
Miami Ad School Account Planning Bootcamp
University of Saskatchewan B.Comm – Marketing
The Marketing Den – Account ExecutiveApril 2011 - PresentLead and co-lead client accounts. Write creative briefs.Handle strategy development for specific client needs: branding, rebranding, product launches, product campaigns, branding campaigns, etc. Participate in new business pitches and pitch development. Stay up to date on media and production processes, traditional media, online/social media, and specialty media.
Airsource – Marketing CoordinatorDecember 2008 – April 2011Managed all advertising campaigns: print, radio, outdoor, online ads, website re-design.Managed the co-op process to ensure all ads created to the correct specifications.Ensured advertising expenditures were within budget.Coordinated and negotiated with print shops, graphic designers, and distributors to ensure the completion of all marketing objectives.
Aanekoskie Huima – Basketball PlayerSeptember 2007 – April 2008Organized a tryout; negotiated a contract with team. Was able to further develop teamwork skills by being immersed in a culture with primarily foreign, Finnish speaking teammates and coaches.
Education
My Past
Work Experience
