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THE CASE OF YELLOW FOXY
THE CASE OF YELLOW FOXY
THE CASE OF YELLOW FOXY
THE CASE OF YELLOW FOXY
(01)
Project Overview
A man dressed in a yellow outfit and black sunglasses is spotted holding a cardboard outside the competitors’ shop and inviting others to join for a housewarming next door. The cardboard writes “The Potato Next Door” along with witty and humorous short messages
like the following to establish curiosity amongst the visitors:
“Keep calm and love your neighbor!”
“A good neighbor is a great blessing!”
| DETAILS | |
|---|---|
|
Type |
Launch |
|
Services |
Campaign, Ideation & concept, Strategy & Activations |
|
Contribution |
Creative Director, Naming, Concepts, Design & Strategy |
|
Agency |
Convex Interactive |
(02)
Challenge
With the new beef and chicken burgers on the menu, OPTP wanted to beat the competition in the market and be on the top for those who truly love freshly prepared fried chicken. My mission at the agency was to create a unique curiosity driven campaign targeted at the audience.
(03)
Evolvement
I conducted extensive workshops to explore the depths of the taste buds of the fans. We then invited food critics to review the new burgers on the menu that revealed it was unique among competitors in its holistic vision to provide taste, value, and experience. These insights helped craft creative solutions that gave the brand the drama it required to engage, compete, and thrive.
(04)
Solution
Reimagining a brand requires a strategic, systematic process. The process unfolded across a core set of phases and helped OPTP navigate a brand refresh successfully. I wanted to speak to our Gen Z audience in their language; via some of the fastest-growing digital platforms with a twist that leaves them wanting more. I wanted to establish curiosity and conversations around the big yellow act to create necessary hype before the launch. The word was spread afar by inviting key opinion shapers to try out the new burgers and the launch day witnessed long queues of the customers waiting to be served!
CLIENT TESTIMONIAL
(05)
Campaign Strategy
The OPTP brand strategy was a tool for me to create, communicate, and cement the brand’s most excellent value for the audience. To develop effective branding, I defined what the brand stands for. Why it exists, not just what it is. I do this, so the brand has something valuable to say, not just something to sell. Aligning around this strategic thinking enabled me to make informed creative decisions. Collectively, these decisions would become the magnetic force that draws people to the brand.
(06)
Verbal & Visual Identity
People decide if they want to buy based on how a brand makes them feel. That’s why we couldn’t just lead with typical features and benefits. We designed a fresh brand language that is interesting, refreshing, super personal, and full of wit for the audience.
This project was extensive as it involved building the campaign’s identity from scratch: from writing the brand story and campaign idea to the execution, launch creatives, website, communication and more. I also conceived and conceptualized the photoshoot of the end product to be used in the design of the packaging.
Voice Persona
Key Messages
Copy Beats
Campaign Identity
Color and Type System
Graphic Elements
Art Direction
Digital Design
Photography
Packaging Design
(07)
Brand Activation
Using the brand persona as the premise, from strategy to verbal to visual to art direction, I developed comprehensive brand guidelines to arm the brand team with a solid baseline to successfully launch the new product across every communication channel.
Social Media Strategy
Social Media Assets
Website Design Direction
Photography Art Direction
(08)
Impact
4 hundred thousand Impressions earned
Organically shared by Synergyzer & Osamah Nasir
Specially people in Nixor were talking about the campaign a lot on the comments section of KAMN.
KAMN & Soul Brothers post was organic
Facebook:
Impression: 184,677
People Reached: 160,540
Views: 34,000
Instagram:
Impression: 31,981
Shares: 35
Views: 9,668