Project Overview:
For this project, our team (SAME Media) was tasked with collaborating to develop a dynamic advertising campaign for Lysol. We were asked to strategically leverage its unique selling proposition (USP) to address the evolving behaviors, concerns, and interests of both the industry and its consumers in the current "new normal" landscape since COVID-19. Drawing upon our understanding of storytelling techniques, authentic brand voice, and audience connection, we aimed to deliver a campaign pitch that is both creative and strategically sound, showcasing the brand's resilience and relevance in the face of unprecedented challenges.

Objectives:
To launch the "Kids know best, healthy is easy with Lysol" campaign aimed at highlighting the resilience and adaptability of children during the pandemic, showcasing their role as leaders in adopting and promoting healthy hygiene habits post-COVID. Through this campaign, we aim to position children as influencers and advocates for health and safety practices, leveraging their firsthand experiences to inspire peers, parents, and communities to prioritize wellness in their daily lives.

Process:
We embarked on a comprehensive process that began with in-depth research into the experiences of children during the pandemic, focusing on their adoption of new hygiene habits. This research served as the cornerstone for our campaign strategy. Collaborating with a diverse team, we brainstormed ideas and developed a concept emphasizing that "Kids Know Best." Transitioning to execution, we crafted compelling visuals and messaging across various channels, including social media and digital advertising. Our efforts culminated in the creation of a :30 second video pitch, showcasing the importance of healthy habits from a child's perspective. Throughout, we maintained an authentic brand voice and prioritized storytelling to emotionally engage our audience, ensuring our campaign resonated effectively.

Role and Responsibilities:
Team Collaboration: Muskan Dharani, Aimar Diaz, Erin Gilbert, Shikha Nair
I assumed the pivotal role of multimedia strategist, overseeing the conceptualization and execution of the video component. As the video editor, I meticulously crafted the visual narrative, ensuring it effectively communicated our message. Additionally, I took on the responsibilities of a writer and producer, crafting compelling scripts and overseeing the production process from start to finish. With my expertise in video production, I captured footage that encapsulated the essence of the campaign. While my team handled copywriting for other campaign elements, graphic design, and overall direction.

Reflection:
I found myself grappling with the challenge of timely collaboration and looming deadlines. Despite our team's dedication and numerous brainstorming sessions and meetings, we struggled to synchronize our efforts efficiently. The pressing deadlines often seemed to overshadow our progress, leaving us feeling frustrated and anxious. This experience underscored the importance of effective communication and project management, highlighting areas where we could improve our workflow and streamline our processes. Moving forward, I am committed to implementing strategies to enhance collaboration and ensure smoother project execution, ultimately delivering more impactful campaigns within the given timelines.