This past school year, I was the creative director and leader of a 43-person National Student Advertising Competition team, for which the client was Wienerschnitzel. The brief this year asked us to uplift hot dogs by making them sound like a healthier choice; our research led us to find that people who eat hot dogs regularly don't care about the unhealthy aspects, so we focused our campaign around the fun associated with hot dogs.
The PDF below is our plansbook, which summarizes the whole campaign, from early research to final idea. I personally arranged this plansbook and its design, and I either created or supervised the creation of every idea and concept in this plansbook.
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