McCann Application

Favourite communications campaign...

Message from Mars is a brilliant example of a simple, beautifully executed idea where the product is turned into a clever communication tool. The campaign provides consumers with a set of stickers featuring the complete alphabet in Mars typography. It is built around the basic insight that nowadays people seek to project their own identities on tangible possessions. Therefore, it is providing consumers with a platform upon which they can apply their own individual styles. Mars has recognized the hunger of individuals for ideas and ways to express them and as a result has strategically turned its product into a powerful vehicle for self-expression. A campaign that praises customers for their talents and allows them to express their individuality earns its brand a place in the consumer’s heart and a seat in the Branding Hall of Fame

If I were a brand, I would be Absolute...

If I were a brand I would be Absolut vodka. It is a brand synonymous with a two-word formula: Absolut Perfection in all pursuits. Of course, the most important thing is not to be obsessed with reaching absolute perfection, but to do your best and give your all to achieve your goals! After all, what matters is not to win, but to take part and leave a mark! It is innovative and extreme. It is not scared of going to the extremes regardless of social conventions. It says so much without saying it and over-branding itself. Be yourself and let your personality work for you; then you will benefit from the word-of-mouth.  It is not about who you know but who knows you and what they know about you.

Is my success likely to continue? If I continue to stay as artistic and imaginative there is only one answer. Yes, ABSOLUTEly.

 

Revive a flagging brand...

What do we do when a bedtime drink, such as Ovaltine, falls asleep? We revitalize the brand by awakening the public to the benefits of its product. The solution is to identify an untapped niche market among students: these individuals work/study long hours and have trouble falling asleep. Today’s busy, health-conscious adult is looking for the safest and surest way to overcome sleeplessness. The campaign: “Do not wait for sleep to come! Go and fight for it!” will seek to inform students on the existence of a healthy, nutritious solution to sleeplessness. Outdoor pillow fights aimed at reducing the stress will be held at university campuses–in this way the product benefit can be shown without any literal explanation. To make the idea long-lasting and interactive students will be provided with plain Ovaltine pillowcases and encouraged to decorate their own. Dorms and dorm rooms will be adorned with the ‘Fight for Sleep’ pillowcase campaign.

Even though the application was unsuccessful, I will keep on investing time and effort in every attempt I make to break into the industry.

Thank you Ms. Wood and Ms. Durgan for the consideration of my application!