In 2019, I was a Creative Director on a student-led advertising agency to develop a campaign for Wienerschnitzel. Our campaign transformed hot dog consumption into a celebratory experience, by coining the term "Schnitz," as something that explained these moments and remained 100% ownable to Wienerschnitzel. We won first place in our district's competition, and competed as Semi-Finalists with the top 18 out of 120 student teams in the National Student Advertising Competition.
Using our strategy of "hot dogs make any day a celebration," I led our creative team in coming up with mood boards for visual inspiration for the campaign. Our goal was to achieve the feeling of “celebration” solely through visual elements, while maintaining the nostalgic essence of the Wienerschnitzel brand.
RGB (237, 33, 39)
CMYK (0, 99, 97, 0)
RGB (255, 203, 5)
CMYK (0, 20, 100, 0)
RGB (37, 155, 192)
CMYK (76, 23, 15, 0)
New Additional Color
This hero image was the driving force behind the visual identity of our campaign, and was used to demonstrate the combination of our vintage-style color palette and the feeling of celebrating with Wienerschnitzel.
After establishing our visual identity and tone, our creative team designed a wide variety of creative executions, as directed by the research and guidance of our media team. To see more, please refer to the campaign book below.
Besides Creative Direction, I also contributed to the body of design work required for the campaign. This included coordinating a small team to collaboratively design our campaign book, which contained eight months of research, strategy, and creative executions.
Scroll through PDF to view campaign book, or click HERE for full-screen view.
Additionally, I designed the mockup for a possible Wienerschnitzel mobile app, which would implement a rewards-based system and daily coupons for users. The design of the app ties in the visual identity for our campaign in a flat-design style, which is popular with many fast-food mobile apps.
In a regional competition with other universities in our District we won first place, with our campaign being recognized for its "driven and compelling" visuals. We moved on to compete among the top 18 out of 120 universities in the country in the National Student Advertising Semi-Finals competition.