Project Assignment Overview:
Young Onew One Show Creative Competition

The La Dolce Velveeta campaign is a transformative initiative aimed at redefining Velveeta's brand identity and engaging a younger audience. With Velveeta facing perceptions of being outdated and disconnected from modern consumer preferences, the campaign seeks to revitalize the brand by celebrating unapologetic pleasure and lifestyle indulgence.

Targeting Gen Z and Millennials, known as Pleasure Seekers, the campaign endeavors to create immersive brand experiences that challenge societal norms and embrace the joy of living boldly. The primary objective is to spark conversation, foster brand love, and position Velveeta as the ultimate companion for living life to the fullest.

Goal of the campaign:
In response to Velveeta's need for revitalization, the La Dolce Velveeta campaign emerged, rebranding the age-old cheese as a symbol of unapologetic pleasure. With Gen Z and Millennials as our target audience, we aim to expand beyond traditional cheese marketing by creating immersive experiences that defy societal norms and celebrate indulgence. Our objective is to spark conversation and cultivate brand love through innovative activations and media strategies, positioning Velveeta as the ultimate companion for living life to the fullest. Our goal is to embrace the mantra of outrageous pleasure and champion a cultural shift where every moment is an opportunity for cheesy bliss.

Process:
Our process for developing the "Speak Cheesy" brand campaign began with thorough research into Gen Z trends and experiences that resonate with adventurous and indulgent individuals. Through collaborative meetings and the use of tools like OneNote, Google Drive, Adobe Suite, and AI-generated imagery our team brainstormed ideas and refined concepts, ultimately deciding on an immersive experience inspired by 1920s speakeasies.

Leveraging GPS technology and social media, we crafted an experience where attendees use cheesy pick-up lines as passwords to access the event, while hints and clues are shared online and through city signage. Decision-making was facilitated through regular calls, ensuring each team member's input was valued, despite working remotely across different time zones. By adhering to this structured process, we successfully created a campaign that celebrates indulgence and adventure, uniting our target audience in a unique, memorable, and share-worthy experience.

Role and Responsibilities:
Team Collaboration: Isa Gajate, Erin Gilbert, Libby Miller, Hannah Setzler
I led the production of the video, overseeing every aspect from conceptualization to final delivery, thus bringing our campaign to life visually. Additionally, I crafted animations to enrich the storytelling and collaborated closely with designers to refine their deliverables, ensuring consistency and alignment with our creative vision. Moreover, I contributed to the creation of AI-rendered images, introducing a unique and innovative element to our advertising materials. Embracing these diverse responsibilities, I played a pivotal role in every phase of the project, from ideation and strategy to execution and delivery, showcasing my versatility and dedication to achieving exceptional results.

While my team took the lead on research, pitch deliverables, and the production of the final pitch deck, I actively contributed to our collaborative efforts. Working alongside my teammates, I played a crucial role in refining our concepts and ensuring their effective communication in the pitch deck. Although the creation of non-AI-generated visuals was primarily their responsibility, I provided valuable input and support to enhance their quality and impact. Through seamless teamwork and collaboration, we collectively worked towards producing a compelling and cohesive final result.

Reflection:
Looking back on the project, I faced various challenges, from technical issues to coordinating with team members spread across different time zones. Despite these obstacles, we successfully overcame them and received positive feedback on our work. Through this experience, I honed my skills in leadership, problem-solving, and creative thinking, while also gaining a deeper understanding of the importance of effective communication within a team. This project has been a valuable learning opportunity, shaping my approach to teamwork and time management. I am grateful for the experience and eager to apply these lessons to future projects.