Spec Client: Michael’s
The assignment
Brand: Michael's (craft chain store)
What We're Creating: Headlines for billboards & Tweets promoting their summer decor
Target: Midwestern Moms
One-Liner/Single-Minded Thought: Michael's decor and crafts make your summer more summer-y
My approach
Where I live, porches are a huge deal. It’s like a seasonal display of your soul. I’ll admit, I got sucked in, and at this very moment have giant hearts of a questionable taste level bedazzling the front of my home. With this in mind, I fleshed out two big ideas to meet the brief: “The Porch-Off,” a friendly neighborhood competition of summer spirit, and “Let’s Summer,” a midwestern-specific billboard campaign that provide a cute wink-wink at certain cities.
The result
Check out mock-ups of my hilarious ideas that Michael’s should definitely do.
“Porch-Off Season” — Billboard, Print, Social
Participants get photography & rip-out stat cards like baseball players
Accompanying stunt for campaign: A Michael’s-sponsored front porch competition. You get a ___[fill in the blank, Michael’s!] budget to bling out your front porch with Michael’s decor. The winner gets five minutes of internet fame and a fat gift card from Michael’s. Win-win, n’est pas?
Sample Players Stat Cards
JANET
Hometown: Naperville, IL
Most famous summer side dish: Oreo salad
Known in her neighborhood for: Exploding the generator with an unsafe holiday lighting display
Front porch concept: Tasty n’ Tropical
MARCY
Hometown: Rogers Park, Chicago, IL
Favorite summer hangout: The “beach” - if you know, you know
Known in her neighborhood for: Removing objects being used to save a shoveled parking space in the winter. That’s just poor sportsmanship!
Front porch concept: Summer Lovin’
Midwestern Billboard Campaign
