Meet What You’re Missing.
AAF’s NSAC 2019 - 1st Place Regionals
Enjoying hot dogs are a cherished American tradition, but the widespread misconception that they’re unhealthy, made from undesireable meat, and uncultured means that the industry has been on a decline in recent years.
Wienerschnitzel challenged us to create a campaign that will raise awareness of their brand with Trendmakers (bold, quality-seeking influencers) and Connectors (people who connect with and mimic Trendmakers), while dispelling these incorrect beliefs by re-educating the public and recontexualizing the hot dog in order to emphasize its versatility. Together, we invited everyone to Meet What You’re Missing.
The Commercial
I directed our 30 second commercial with the goal of visually conveying our “Meet What You’re Missing” tagline. Hot dogs, you’re hired!
Social Media
Facebook/Instagram Carousel Ad
“Dog Gone” Snapchat/Instagram Stories Ad
"The Choice" Hulu Interactive Ad
Out of Home
“Who Let Our Dogs Out?” Wild Postings
Billboard
“Lost Dog” Bus Stop Ad
The Hot Dog Hijacks National Burger Day- Guerrilla
To play on our campaign tagline, the Hot Dog will hijack National Burger Day with executions rolling out on all digital platforms, with celebrities and consumers alike wishing everyone a Happy National Burger Day while enjoying some delicious hot dogs.