DRUMSTICK
I had the pleasure of working on Drumstick's first Super Bowl campaign with an amazing team. We aimed to leverage Drumstick’s Super Bowl presence to create a cohesive story-making moment, extending the brand's Super Bowl spot into an unforgettable fan experience. I worked to assist the creative director and chief creative officer to help fully realize the campaign from concept, to pitch.
THE IDEA
The day after the Super Bowl is known as one of the most called off-work days. Around 20 million Americans call out of work with what is comically known as the "Super Bowl Flu". Using this fact, the basis of the creative direction was formed to leverage the Drumstick character "Dr. Umstick" to take a unique approach to this "sick day". Drumstick had the chance to not just fill this void but to own Super Bowl Monday with joy and jest.
Roles: Designer, Presentation Design, Design Conception
Tools: Photoshop, Indesign, Powerpoint, Illustrator
Creative Director: Jin Park & Apple Xenos
Art Director: Alex Foster, Samantha Karasinski
Designer: Justine Sanborne, Shaun P
Chief Creative Officer: Craig Elimeliah
Project Manager: August Enzer
5,300+ Petition Signatures
1,411 Total Placements
14,665,522,351 Earned Media Impressions
1,621% Increase in Placements
59 Headline Placements
717% Increase in Impressions
We designed and developed a deck outlining all of the possible activations leading up to the actual commercial. The goal was to create a travel journey that would be trackable via social media posts. We would go on to create interactive elements to keep people engaged in the "Dr.Umstick" journey before finally reaching the end of his tour.
