About this Project
Brief, Campaign & Pitch | Art Direction Management
This campaign was developed in my Art Direction Management course as a full-scale branding and strategy exercise. We were tasked with choosing an existing brand and building a complete advertising campaign from concept to pitch. I chose Eggo, aiming to reframe it as more than just a nostalgic breakfast food.
The goal was to reposition Eggo as a versatile, anytime meal solution that resonates with modern consumers, from busy parents to college students, without relying on past pop culture hype like Stranger Things. The campaign tone is playful, inclusive, and modern, tapping into both nostalgia and convenience.
The project included:
- A creative brief with audience personas, tone, and key messaging
- A set of integrated deliverables, including social media ads and digital billboards.
- A client pitch presentation that outlined campaign goals, strategy, media placement, and expected outcomes
The result is Eggo: Your Way—a campaign that celebrates flexibility, comfort, and personality across all moments of the day, built to reignite engagement and expand Eggo’s market reach.
Creative Brief
Deliverables
