Ocean Spray - National Student Advertising Competition

My main contributions to the project were laying out the plans book (below) and creative development, figuring out the details for the our concert tour activation (Cranberry Tour), photographing Ocean Spray products and then making them into effective social media posts, writing scripts for video commercials and making sure that everyone stayed on track so we were ready at every deadline.

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We ultimately decided to go with another idea, but here are two sample scripts I wrote for the project. The first is in a documentary style where the teacher never realized the cranberry was everywhere in history (I ended up making a mocumentary based on this script). The second is a child pointing out the cranberry in each painting or picture in a museum after drinking cranberry juice and the parent only seeing it too when they take a sip of the juice. We went for a humor appeal because the target market (the millennial generation) are more likely to share something that's funny.  

Script Option #1

Teacher:
I taught history for 18 years
I never noticed it before
Jessica pointed it out today
I didn’t know what it was
Then I realized
It was there the entire time
Narrator:
Cranberry
America’s Founding Fruit

Script Option #2

Child:
Daddy, do you see it?
Dad:
See what? Come on, look at this next one.
Child:
Daddy, it’s there again
Dad:
There’s nothing there, it’s a nice painting
Child:
Daddy, it’s in this one too
Dad:
It’s just a… oh, I see it, it’s everywhere
Narrator:
Cranberry
America’s Founding Fruit 

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This is the presentation board showing the plan for the activation. 

This is the presentation board showing sample social media posts.