Uncover Your Courage Campaign for 3M Nexcare Acne Patch
-Boundaryless
In the summer of 2024, I joined the MN Boundaryless program, where I worked as a designer in a team of five, collaborating closely with two mentors from Minnesota’s top advertising firms. Our client, 3M, tasked us with creating a campaign for Nexcare Acne Patch targeting Gen Z. My role involved designing our agency’s logo and ethos statement, along with developing visual assets for the client presentation. This experience was enriched by online panels with industry experts, allowing me to deepen my knowledge of strategic campaign development and creative execution.
Logo Design
Poster Design
Mock-Ups of Courage Mirror Strategy
OOH Mock - Ups
Idea of Collecting Courage Cards Online
There’s a campaign for collecting Fu cards made by Alipay. That is held during every Chinese year. People can use the PayPal app to scan the 福 character everywhere to get the chance to draw a card online. There are totally five different kinds of Fu cards, and once they collect all of them, they can get a random amount of money. Sometimes, people may collect one certain kind of fu many times but miss another. The app also allows to exchange cards with friends. (https://daoinsights.com/works/alipays-successful-scan-fu-campaign-returns-for-sixth-year/ )
For the Nextcare acne patch, we can make six courage cards with different symbols or quotes for the six letters of “courage,” and once the customers collect them all, they can get a Nextcare gift card or free acne patches. The Nextcare acne patches have a unique feature - the red tabs that can protect the patches from being polluted by fingers. Therefore, we can let the customers scan the Nexcare acne patches, which can be differentiated from other patches by the red tabs, to collect courage cards online. But there’s the chance that they collect the card with the same symbol many times online. As for handing out the physical card near the DMV, the advantage is that the customers can choose the card they want and enter the card’s code on the app to collect the cards digitally.
Unfortunately, this idea was not eventually applied to our final presentation due to the time limitation.
School assignment - All Can Talk To Allstate
For a school assignment, our team of ten created a campaign for Allstate by generating three unique ideas that addressed the brand’s business problem using customer and brand insights. As a group, we developed the campaign's big idea and strategic direction. My role focused on designing the visual assets, specifically creating mock-ups for a highway billboard and an interactive digital screen in malls. This assignment allowed me to apply design skills in a comprehensive, real-world-inspired advertising context.
School assignment - Subway Footlong Cookie
For a school project, I teamed up with a group of nine to create two fun campaigns for Subway's Footlong cookie. We brainstormed three ideas for each campaign, all while looking into the habits and interests of Gen Z. In the end, we decided to focus on cookie customization and a concept we called "Cookie World." I was responsible for the storyboard for one of our ideas in the first campaign. I had the idea to include secret gifts inspired by In-N-Out's secret menu, which I thought would resonate with Gen Z's love of collecting toys and cards. I also had a great time presenting our ideas to everyone!
School assignment - Maine Tourism
For a school project, I joined a group of nine to come up with three ideas to promote tourism in Maine. We conducted online research and discovered many highlights about the state. Ultimately, we were drawn to the fact that Maine is the first place in the United States to see the sunrise, which inspired many of our ideas. During our brainstorming sessions, we wrote our ideas on sticky notes and placed them on the whiteboard, leading us to our final three concepts. I was responsible for creating the storyboard and drafting the video for our commercial. I enjoyed exploring different places and cultures through my research, as well as the excitement of our collaborative brainstorming process.
School assignment - Trash on Campus
I had the amazing opportunity to collaborate with a fantastic group of four for our school project! Our mission was to create a captivating campaign that combines campus cleanliness with innovative technology. After some insightful research, we discovered the best way to engage our fellow students was through a fun Match 3 game focused on trash and environmental stewardship. I took the lead in designing all the mobile game pages, and it was such a rewarding experience! This project allowed me to dive into game UI/UX design for the first time, and I absolutely loved every moment of learning and honing my skills.
School assignment - Brand Planning for Little Caesars
In the brand planning course, I collaborated with a team of five to develop a brand strategy for Little Caesars. We conducted secondary research to identify the main challenges faced by the brand and utilized Simmons to analyze the demographics, psychographics, and behaviors of customers aged 25 to 35. After discussing our research findings, we reached a consensus on the characteristics of our target audience to create a customer persona. Following this, each team member interviewed at least one person to gather insights on fast food, particularly focusing on pizza and Little Caesars. This helped us refine our single-minded proposition. In the end, our team successfully delivered a 10-minute presentation to the entire class.