This is not about simplicity.

I can easily synthesize a complex thought in one single concept or get a huge amount of information and pick what is most relevant.I want to bring the essence of things. In order to get on the essence of things, you have to have a huge mind process.

Simple, but not simple minded

campaign essenceFORD

user experienceover ownership

THE BRIEF

FORD

whom are we talking to?

In this campaign our goal is appeal to the youngs in the age between 18 and 30 years, men and women that live on the coasts East and West in America.

The way that these young people see Ford as a brand need to be changed. So how we get young people excited about Ford?

The car brand is not a big deal to them, the primary reason is mobility and the other reason is independence.

These youngers might not be defined by their possessions, but they do want to make use of products that are a good fit for their lifestyle.

WHAT DO THEY CURRENTLY THINK?“I feel independent because of my car. I can do things at my will”

“I go to school and I’m also a photographer. I need a car to put all my equipment in and move around”

“I need a car on which I can put my surf board and go to the beach”

“The car is only a vehicle to where I need to get. I just need to be mobile”

insight

pay as you driveinsurance popular

no contractiPhones launched

they don’t want to limit themselves, so they avoid committing to one thing

change the way cars are owned or leased through a flexible membership

Strategy

car leasingis at its highest

The Open Door Club membership allows the consumers to choose their cars and change in a short time depending on their needs. This gives them the sense of freedom and don’t limit their options.

By paying a monthly price they have access to different cars by choosing their model and color in the Open Door Club App.

To communicate the Open Door Club the campaign shows the different occasions that the consumer might need a different car and they can easily change the car by swiping their fingers in the screen of their mobile devices with this interactive ad.

travel channelcampaign essence

travel is not touristing

travel channelTHE BRIEFTC has a current median age of 47. The network would like to make efforts to future-proof their ratings by shifting this center a bit younger, pulling in a greater number of millennial consumers, while taking care not to completely alienate the older current core.

WHOM ARE WE TALKING TO?When millennials travel, they are interested in the underground places, little markets on the streets, hidden places or just for locals.

They use a lot of Yelp and Foursquare to see and write reviews.

They constantly want to get on a place and talk to local people, so they don’t mind to get lost, because they think it provide unpredictable surprises and unexpected experiences.

They want to feel like locals, because this brings them self discovery and self enrichment, wich is really important to them, since they have a individualistic characteristic.

THE SHIFTtourist appeal to traveler appeal

insight

Strategy

Millennials like to travel, but they don’t like to be seen as tourists, they want to feel like the locals.

help millennials to explore places by the locals perspective

In order to help the consumer in a better experience in different places Travel Channel will provide content in a snack-o-taiment format. This means that when the audience is traveling they can easily watch short videos from their favorite shows, but only the part that really matters to help them that are organized by location.

Travel Channel Marathon is an event where people run in places different from the usual and this will have a Snapchat Story that

let people know about this hidden places from the runner

perspective.

SHarpiecampaign essencepersonality through

handwriting

SHarpieTHE BRIEFToday’s teenagers are communicating via typing rather than writing. This means that pen sales are falling among teens, and Sharpie’s sales with them. So how we can avoid the death of handwritting among youngsters?

WHOM ARE WE TALKING TO?Generation Edge are independent and believe they can really make the difference individually.

INSIGHTYour handwriting reflects your personality

Like fingerprints, no two people have exactly the same handwriting

Strategy

Mental rebellionTech skilledInternet is a medium so they can experience real life betterExperience is more important than education

Sharpie Write Yourself is an app that gives to the users all the aspects of their personality depending of wich handwriting they have. For that, the app scans the handwriting and show a result in a fingerprint shape.

The users write a sentence with their handwriting

Take picture and upload With this they can customize their social media by sending messages with their own handwriting font.

infoJULIA SALHA

e-mail: juliasalha@gmail.comcel: (786) 580 2497

My complete resumé is avaible in LinkedIn: br.linkedin.com/in/juliasalha/en