All advertising students at Portland State University complete a spec project where they create an advertising campaign for a fictitious wine bar targeting Millennials.
Introducing Loop Wine Bar…
The Goal
For this campaign, my team was tasked with developing a name and brand identity for the bar, conceptualizing the vibe and decor of the space, planning a grand opening event, and creating an ad campaign to promote the event.
The Process
Each team member conducted a portion of the research done for this project. My area of research was to learn about the local competition and discover how we can differentiate.
My teammate Derrick and I were Planners for this campaign, compiling our research and looking beyond the data to creatively develop our strategy and approach to solving the problem. You may review the creative brief here.
The Guiding Insight
“Millennials feel out of the loop when it comes to wine,
and they want to be in the loop.”
This insight led to the name Loop Wine Bar.
Our campaign involved direct mail to millennials in nearby zip codes, buying transit ads in the neighborhood, and running social media ads. Because the wine bar concept was located in the Alberta Arts District, we proposed holding the grand opening during a Last Thursday event to capitalize on the heavy foot traffic and festive atmosphere on the street.
We also included a guerrilla concept where we would walk a sheep up and down Alberta Street during the event – and the sheep would be wearing a blanket with the “Can’t help you shear your sheep” ad concept printed on it.
Final creative concepts
Team:
Account Manager – Hannah Cantrell
Account Planners – Derrick Chew & Pam Noble
Art Director – Katelyn Reimer
Copywriters – Jacob Floeter & Truc Huynh
Media – Jasem Alaleet
Pam Noble 