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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.

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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.

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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.

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Our target already cares about the same issues that R.E. Load is already passionate about.

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Creative

Logo Rebrand

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Original Logo

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Proposed New Logo

Print

Power of One print ad 1
Power of One print ad 2

Digital

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Video and Radio Scripts

Video 

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Radio

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Written by Noune Sarkessian

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Written by Logan Wentzel

Guerrilla Stencil

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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

Julia Mammone

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