My Alumni contest

Client:  MBNA        Project Date:  2016/2017
About the Project
We were asked to create a campaign to promote MBNA's annual alumni credit card acquisition contest. Alumni card holders have the chance to win $5,000 for themselves and $5,000 for their alma mater. We created a responsive website, social media banner ads, eblasts, and various print pieces to promote the campaign.
My Role
ART DIRECTION / DESIGN
I designed the two initial campaign concepts. After the concept was chosen, I led the creation of the final campaign design assets.
About the Project

We were asked to create a campaign to promote MBNA's annual alumni credit card acquisition contest. Alumni card holders have the chance to win $5,000 for themselves and $5,000 for their alma mater. We created a responsive website, social media banner ads, eblasts, and various print pieces to promote the campaign.

My Role

ART DIRECTION / DESIGN  
I designed the two initial campaign concepts. After the concept was chosen, I led the creation of the final campaign design assets.

CONCEPT #1 - ADULTING PAYS OFF

Our first take on the brief was that once university ends, the cold hard truth of the “real world” sinks in. Although some may resist this transition as long as they can, others embrace the responsibilities - and celebrate the freedom - that comes along with having a real adult life. #adultingpaysoff

We created the campaign logo as a hashtag. Instantly relatable, the hashtag reflects how the #adulting concept is currently used throughout social media.
We paid off the concepts by showing how it could work throughout the partnering school's various social media channels. Below are some social media banner & online ad concepts that we created for the schools to share during the campaign.

CONCEPT #2 - my alumni

Our second concept focused on the alumni's "connections" – to their classmates, their alma mater and their alumni association. We wanted to drive home how staying connected (and winning a cool $5,000!) could give a recent grad a leg up in their career.

For this concept, we incorporated the contest right into the logo, and often combined it with a strong Call to Action to enter the contest.
Below are some conceptual social media banners and web ads

and the winner was....my alumni!

Although the client really liked the #adulting concept, they decided to move forward with concept #2. They liked how the concept reinforced the positive benefits of connecting with you alumni association and showing school pride.

As we designed the campaign assets, we wanted to reinforce the idea of connection, and reiterate that idea throughout the creative. Because most people connect with one another digitally, we used iMessage shaped chat bubbles in place of text boxes throughout the website. We also created patterns out of simplified illustrations of people talking and used that as background imagery throughout the various creative pieces.

Below are some screenshots of the contest website at the largest and smallest breakpoints
We created an instructional document for the school Affinity partners that explained how to caption and share the banners via Facebook, Instagram, Twitter and Linkedin
We also created printed inserts
and a magazine ad

related works

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