Ford Focus Electric Brand Book

Brand Books are typically left to the Account Planners, but it's really a necessity to understand as any person in the advertising business. I created this brand book for the Ford Focus Electric to help wrap my mind around the consumers, brand voice, colors, missions, look and feel, and used it as a deck.

View the book in it's entirety on my google drive.

(Functioning) Account Planner: Myra Mills Tschirhart
Professor: Chad Gennow
Class: ADV 626: Brand and Branding

Highlights here:

Listerine Strips

Long Copy and Viral Video

One of my favorite projects to date has to be my Listerine Strips campaign. I love the fun-loving attitude and color for an otherwise boring brand.

Copywriter/Art Director: Myra Mills Tschirhart
Professor: Greg Mills--no relation!
Class: ADV 621: Advanced Copywriting
Professors: Chaz King & Facundo Lujan
Class: ADV 355: Guerilla Online & TV

I have 6 long body copy pieces which can be viewed (at a readable size!) through my google drive.

Text: "It’s a proven fact that you can lick the back of someone’s elbow and they won’t feel it. And some people can in fact lick their own elbow. Thanks to adventurous tongues we were able to discover these awesome facts.

Dissolve a Listerine strip on your tongue and let tingling sensation send your tongue on an adrenaline high. You’ll inhale oxygen and exhale confidence. Your tongue will feel eager to explore. Within your mouth, the Listerine strip is working to clean up by killing germs. Outside your mouth is a world of sticky situations and messes waiting to be made. Make the most of this newfound courage and connect with a stranger. Be confident. Be a breath of fresh air."

I also developed a video with a $0 budget here (to show a viral concept).

Sweet Leaf Tea Integrated Campaign

Campaign highlights are here, but you can view the entire document through my google drive.

Copywriter: Myra Mills Tschirhart
Art Director: Tony Thielen
Professors: Jessica Dufour & Laurel Stark Akman
Class: ADV 616: Advanced Advertising Concepts

The Sweet Leaf Campaign we created took Sweet Leaf's already great tagline, Homemade Goodness, and really brought the homemade aspect to light.

The campaign encompassed several touch points: print, OOH, Facebook app and badges, Etsy, a revised website with a game that helped drinkers understand the homemade process relevance and required users to pass all levels in order to create custom label and enter the label competition.

The print ads featured other homemade, self-canned goods alongside the Sweet Leaf bottles. To advertise for the custom label competition, one of the Sweet Leaf labels peeled away a blank canvas to draw on and direct consumers to the website.

Out of home ads shared a similar idea of relating the homemade goods to the Sweet Leaf "Homemade goodness."

Here's an introduction to start the game and learn about the production of Sweet Leaf before being able to enter the custom label competition. 

Etsy was another touchpoint that fit our "Homemade Goodness" idea. We wanted to put the bottles on Etsy to get people asking why Sweet Leaf was amongst other handmade crafts, and the response was in the form of a product page detailing Sweet Leaf's hand-crafted production.

We also took the opportunity to highlight the custom design competition on Etsy, where a lot of graphic designers and creatives love to send their time. 

The website altered to include the Label competition and show how integrated it would be to the website. It's a great website so we really wanted to drive people to it! 

After the game, you finally get the privilege to design your own label using a custom interface. 

From there, you can submit and share your custom designed label and show off it's handmade quality through the whole production phase.