CALGRANT

 

CREATIVE DIRECTOR: Shad Selby

ART DIRECTOR: Shad Selby

WRITER: Shad Selby

DIRECTOR: Shad Selby

EDITOR: Brian Hamm

DP: Brian Hamm

PRODUCER: Shad Selby

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CHALLENGE

 

How do you not talk to, but talk with the teen? How do you engage in conversation with a teen and deliver a message without the target feeling like you are preaching and telling them what to do. How do you break through not only the clutter of other messages, but how do you penetrate the attention mind space of a know it all, self-entitled young adult?

 

CREATIVE SOLUTION

 

You don't talk to them or with them...you become them. Using popular culture you speak their language, you participate in their rituals, you dress like them...you become accepted and then you begin a conversation in a way that is non-threatening and deliver a message that this very cynical target doesn't even realize is being delivered. 

 

Using the powerful culture of the "viral video" and social media I developed a campaign that would look, smell, taste and feel just like an everyday stunt that this target either was doing or enjoyed watching. Once the targets attention real estate was breached and arrested, the message was delivered, and a "viral" campaign was born. We were accepted into the mind space as a trusted peer.