DELIVERABLES
Creative and Content: Campaign Creative, Content Strategy, Copywriting, Graphic Design
Website Development: Website Design
The Overview
The Why
The Content Strategy
THE MAKING OF ‘INNOVATORS TO THE FRONT’
As Philip Morris is a big name, adhering to its strict brand guidelines proved an obstacle when constructing the campaign’s creative identity. However, our creative team put their heads together to devise a new identity for Innovation Lab that totally kicked ass and blew the first cycle’s content out of the water!
We created ‘Innovators to the Front’ as the main theme for this year’s Innovation Lab. The tagline posed a bold call-to-action that harnessed the young culture of protesting patterning thinking by pushing traditional solutions and ideas to the back; very much indicative of young start-up culture. The tone of the campaign resonated with the “take charge” attitude of young innovators, giving them unrestricted creativity to present breakthrough solutions for PMI’s competition. To solve internal corporate weaknesses, the campaign was researched and designed to attract the actionable, agile, and creative ideation of competitive start-ups.
The Creative Strategy was devised based on 3 verticals so we could then produce a visual/verbal identity with copywriting and graphics that suited the ‘Innovators to the Front’ for all campaign communications.
1. Campaign Personality
By questioning traditional work mechanisms and constructing out-of-the-box ways to solve problems, Innovation Lab would align itself with this entrepreneurial and start-up mindset to break traditional patterns of thinking.2. Target Audience
Our content copy would appeal to young start-ups and opportunity seekers. PMI created a platform to cast a spotlight on the minds of young innovators, encouraging them to be true to their nature: loud when it comes to unique ideas, pitching solutions, and building goal-oriented outcomes. Our campaign language followed such characteristics.3. Reasons to Engage
Through a dynamic yet modern campaign redesign, we branded Innovation Lab as an extension of current millennial culture – fighting to voice their ideas, or for their passion to be heard and executed. By focusing on text and shape, we branded the cycle based on the energy that would capture attention: loud, bright, and free.The Way
Campaign Voice & Tone
- A balance between formal and casual; straightforward to remain impactful.
- Decode the mechanisms of the competition in a common language that is understood by and appealing to the millennial audience.
- Replace the institutional stereotype of a multinational corporation’s initiative with language that is youthful and relatable.
- On-post text and captions will be relatively catchy and shorter to make communication easy to understand with room to leverage unique typographic visual design.
Campaign Visual Identity
- The visual identity of the campaign combined the use of geometrical shapes and lines with clean typographic elements. By using minimalistic shapes and their outlines, attention was driven to the messaging to prove informative yet eye-catching.
- By using a cool-toned color palette (from the approved brand guidelines), Cartel created share-worthy visuals that captured attention amongst the incredibly busy social media feeds of the target audience as well as the organization’s populated internal employees.
The Work
In a city of a million messages, the campaign needed to be smart, personable, and incredibly artistic to differentiate itself from the previous cycle. Mood was important. We wanted the audience to be informed of the competition but not be lost in a sea of heavy or confusing information. So the bold, jewel-toned creative content with fun copywriting was developed to help cut through the corporate landscape and dry jargon that often fills the social media feeds of MNCs.
Beyond preparing eye-catching social media content through detailed content calendars, graphic designed posts, animated videos, and interactive rich media with targeted messaging for Facebook, Instagram, LinkedIn, and email, we generated campaign assets for email, the official website, virtual conferences, Microsoft Teams backgrounds, and the branding for the Live Grand Finale’s event set-up.
Result
Staging A Smoke-Free Future Initiative through Creatives
Our campaign helped change the conversation for a company operating in the tobacco industry with a very strict marketing landscape to compete within. We conformed to their strict guidelines but still presented an entirely engaging identity for all the content produced. The assets, although using their corporate colors and fonts, were prepared in a unique aesthetic to drive engagement and viewership beyond just the application phase. With the success of the campaign, the entire identity was talked about on the Grand Finale, with our creative assets lining the walls and stage of the event space. Not only were the PMI employees impressed with the way we strategized creatively within the guidelines, but the external competitors of start-ups were buzzing with enthusiasm for the entire look-and-feel.
As an agency, we executed all our deliverables exceptionally while accommodating work outside of the agreed scope to ensure our client, Philip Morris Pakistan, was left happy and satisfied with the outcome of their biggest non-product campaign of the year!