AnnA Keplinger
Advertising: commmunication plans, copywriting, and creative ads
School Projects
These projects were created in various advertising courses, including Account Management, Campaigns, Ad Creative, Research, Strategic Planning, and other supplemental courses. Here of some highlights:
Account management team project:
We built an agency, chose a client, created our own brand and put together an IMC plan for the National Park Service. Click the cover to view the whole plan.
Campaigns team project: We created an agency within a group of six to compete with 4 other groups in our course. We completed all of the necessary steps to put together an IMG plan. We went above and beyond in our presentation, packaging the plan in Kreg-branded toolboxes. We won the competition with this IMG plan! Click the cover to view the whole plan.
Creative
Click the images to expand in a new window.
Campaigns
Patagonia
In class, we created our own brief. I decided that it is time for Patagonia to tap into a market they have not directly explored yet: Older retired people. I completed market research and found that this group of people liked tradition, family, and are still reading print magazines- So, I created a campaign centered around adventure, tradition, and family.
After receiving critique from my professor and my classmates, I would change the tagline on all three to be consistent. People also responded much better to the "then and now" ad, playing on nostalgia.
New Balance x Reformation
This was another project we had all of the freedom to choose our client, audience, and media. I chose New Balance, and my audience was Gen Z.
I focused on the Gen Z audience that are interested in going green. I found in asking friends and classmates, that sustainability was a new interest to them, but it was impactful.
Although I did not have the skills to animate the advertisements the way I wanted, there are descriptions attached and I hope to get the general point across.
Individual
Twix Cookies and Creme
We were given the challenge of creating advertisements for the newly renewed cookies and creme Twix. This flavor is originally from the 90s, so I played on the 90s trend that Gen Z is into right now. I used my roommate as a model and rolled with the circumstances.
Halo Top
This is actually the very first ad I have ever made. Freshman year, this is the project that made me fall in love with the process of copywriting, planning, and research, and then having it come together. We were given the objective to choose a client and create ads based on millennial women's demographics.
Budlight Seltzer
In early 2020, Budlight came out with seltzers. This was done to penetrate the seltzer market, and I thought the Mango (let that Man go) was clever and different. Unsuprisingly, my professor did not understand it, but my peers enjoyed this one.
La Croix
This is my Creative Ad final. Since we did this project at home in quarentine, I used the materials I had on hand to create an upbeat, tropical escape including my wonderful family!
Click to play the advertisment.
