R.E. Load "Power of One" Campagin
The winning pitch, 2021
For my Advertising Campaigns capstone course, my team and I went through the process of constructing a campaign for our client Roland Burns, CEO of R.E. Load.
R.E. Load is a small, Black-owned business located in Philadelphia that create a variety of custom messenger bags that range from hip-packs to backpacks. The brand has high ethics and supports the community. It promotes inclusivity though being involved with community events.
Key Insights
Our team conducted an online survey over the course of a week. We had over 700 respondents varying in age, gender, and income. We learned some valuable information from the results.
Our respondents favor backpacks because they find that they are more comfortable and are more of their style.
Durability is important to our target. They want something that isn't going to break easily and last a long time.
Our respondents don't want brands to be silent. They want a brand to be vocal and use its voice on important social justice issues.
Our target already cares about the same issues that R.E. Load is already passionate about.
Creative
Logo Rebrand
Original Logo
Proposed New Logo
Digital
Video and Radio Scripts
Video
Radio
Written by Noune Sarkessian
Written by Logan Wentzel
Guerrilla Stencil
We would love for you to take a look at our full pitch deck
Curious about the pitch? Below is the video. Warning. . . the pitch is 20 minutes long. Yeah it's pretty long, but a skim through is just as good!
Additional credits on this project
Account Director: Alexis Peele
Co-Account Planner: Christian Andrews
Co-Account Planner: Francesca Thorn
Media Planner: Noune Sarkessian
Co-Art Director: Logan Wentzel