During my time as an advertising student at the University of Texas of Austin, I developed a creative advertising portfolio as an art director in the world-renowned Texas Creative portfolio program. The campaign below won the 'Best in Show' award, which was selected by a panel of judges made up of seasoned art directors and executives at advertising agencies.
*This campaign is for mock-up purposes, but received a like from Crumbl Cookies*
MAKE BAD DAYS DELICIOUS
Art Direction & Copywriting: Caroline Ellis
You know those days when you wake up on the wrong side of the bed… when you and the universe just seem to be completely at odds… Crumbl will be your savior. When the apocalypse is getting a little too stressful, when your boyfriend suddenly isn’t cute anymore, Crumbl is there. With the bite of a sugar-packed, warm cookie, everything suddenly seems a little less shitty. For that few seconds of sugary bliss, you are liberated from the demons who don’t want to see you win.
POP-ART MURAL
Expanding upon the brand's classic pink and black, an elaborate pop-art-inspired comic illustration is blown up on the side of a building. The mural encourages young, edgy, and potentially recently single women that Crumbl will wipe their tears away and that there is a delicious and chocolately light at the end of the frustrating dating tunnel.
PACKAGING
The typical trip to the cookie store is suddenly glamourized. Once simple pink and black packaging is converted to an edgy, doodle-covered, pop-art-inspired cookie box featuring relatable quotes and visuals.
BILLBOARD
Nothing fuels a bad day like bad traffic. This billboard is placed on highways that typically have standstill traffic to let drivers know that a comfort cookie is in their near future. Even better, that cookie is only an exit away.
BUS STOP
The visual will catch the eye of women who had a long day at work, are impatiently waiting for the bus, and are in desperate need of something sweet.
