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.
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.
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
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.
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.