Message Strategy Portfolio

By Stephen Hewell
 Pink Beetle Concepting Assignment (Original)

Concept #1 “Drive a car that is just as colorful as you are”

This concept will focus on how different and individualistic millennial women (18-34) are. In the
print ad a woman wearing an eccentric and memorable outfit will be pictured standing in front of
the vehicle. The tagline “ Drive a car that is just as colorful as you are”. The purpose of the ad is
to relate to our target audience and show them that this vehicle is an extension of their unique
identity. The VW logo will be pictured in the lower right corner of the ad

Concept #2: Stand Out

This concept will also focus on how millennial woman like to express themselves and put value
on individualism. In an all white simple print ad a row of grey VW beetles being driven by sullen
and boring looking young professionals will be pictured. However, the pink beetle will be
pictured in the middle of the row of grey VW beetles being driven by a smiling and confident
African American woman. A small tagline below saying #standout #pinkbeetle will be below the
visual and the VW logo will be in the bottom right corner.

Concept #3: “ Your investment banker drives the #PinkBeetle”

This concept will focus on empowering millennial women in the workforce. In the print ad a
young (late 20’s early 30’s) professional women wearing a well tailored and chic suit will be
pictured getting out of the pink beetle in front of the New York stock exchange where she works.
The tagline “Your investment banker drives the #PinkBeetle” will be placed under the image and
the VW logo will be placed in the lower right corner. The point of this concept is to show a
millennial women working in a male dominated industry. It is meant to empower women by
showing them they can work in an industry like finance and still be proud of the fact that they are
smart, feminine and hard working women.
 Pink Beetle Concepting Assignment (Revised)

Concept #1 “Drive a car that is just as colorful as you are”

This concept will focus on how millennial women (18-34) place importance of individualism and
self expression. The print ad will display a woman wearing an extremely eccentric, colorful, and
memorable outfit stepping out of the VW Pink Beetle. The background behind the woman will
be a bland city corner where she has conveniently parked her compact car within a small parallel
parking space. Having this background displays an interesting juxtaposition between the woman
and her car, and the lackluster background. The tagline “ Drive a car that is just as colorful as
you are” will be placed under the image of the woman exiting the car The VW logo will be
pictured in the lower right corner of the advertisement with the hashtag #PinkBeetle directly to
the right of it. . The purpose of the ad is to convey the fact that the #PinkBeetle is a fun extension
of their unique personal identity.

Concept #2: “There’s no shame in loving pink, so why not drive pink?”

This concept will focus on how many women, especially ages 18-34, love the color pink and
often own a plethora of items that are pink. The print ad will display a small two story white
house, however, the front of the house will open, allowing the reader to see into the home. This
open view of the house will look similar to how a person is able to peer into a doll house. Within
the home a multitude of pink furnishings and items will be pictured. Some of the pink within the
house would include: a pink rug, pink bedroom and bathroom walls, pink flowers throughout the
home, a multitude of pink clothes around the bedroom, a light pink front door, a pink kettle
placed on the stove, and more. The woman and owner of the home will be pictured, with car
keys in her hand, walking to drive her shiny #PinkBeetle in the driveway. The Pink Beetle will
be facing the reader and not the home, in order for the reader to better see the vehicle. The
tagline “There’s no shame in loving pink, so why not drive pink?” will be placed under the
image of the house. The VW logo will be pictured in the lower right corner of the advertisement
with the hashtage #PinkBeetle directly to the right of it. The purpose of this print ad is to relate to
and validate many women’s love of pink and show them their own vehicle can be the popular
color.

Concept #3: “Drive the prettiest, drive the #PinkBeetle”

This concept will focus on how women want to be seen in a pretty and aesthetically pleasing
vehicle. The print ad will display an action shot of a stage where a beauty pageant is taking
place. On the stage four extremely pretty pageant contestants will be pictured hysterically
crying and looking to the left of the stage. To the left of the stage the Pink Beetle will be
pictured being crowned as the pageant winner. Surrounding as well as on the car will be a
multitude of flowers that were thrown at the Beetle as a token of congratulations. Flashes from
cameras within the audience will also be shown reflecting off the vehicle. Under the full image
the tagline “Drive the prettiest, drive the #PinkBeetle” will be placed. The VW logo will be
pictured in the lower right corner of the advertisement. This concepts main purpose is to show
the prettiness and beauty of the Pink Beetle in a comical way.
 Tagline Assignment (Original)

Subway: “quick, clean, lean”

Apple: “Above the norm”

BMW: “German Excellence”

L’Oreal: “Beauty is powerful”

Coke: “Open a smile”

 Tagline Assignment (Revised)

Coco-Cola: “Liquid bliss”

Subway: “Quick, clean, lean”

BMW: “Engineering conquered”

Apple: “World-class innovation”

L’Oréal: “Matching your outer beauty to your inner since 1909”

 Headline Assignment (Original)

1. You’ll need a jacket but you won’t care!

2. The north pole, but more glamorous
3. See you soon! Bring a sweater!
4. Low temp low price!
5. Baby it’s cold outside
6. Live out your frozen fantasy
7. The bed is warm, we promise
8. Hate the heat?
9. Fantastiskt! (Swedish for fantastic)
10. Your crystal fantasy
11. Lukewarm drink? No ice maker needed
12. A perfect excuse to wear fur (faux of course)
13. Make your friends jealous
14. You won’t find an ice hotel on Air bnb
15. 32 degree’s inside 80 degree’s outside
16. Channel your inner poler bear
17. Baby it’s cold inside
18. Definitely not a Marriott
19. You’ll freeze in awe
20. Chilly and chic
21. Live out your frozen fantasy and be Elsa for a night
22. Even Santa is jealous
23. The perfect place to break the ice
24. No you will not get frost bite
25. Forget your beach trip
26. Icy luxury
27. Burry and boogie
28. Glass cups? Oh no we only use ice
29. You’ll never forget your stay
30. Summer outside, winter inside
31. Sleep inside a diamond
32. Yes, it’s ok to stay her for the insta
33. Breathtaking
34. Swedish luxury
35. Ever wanted to live like an eskemo?
36. Aspen? Never heard of it
37. You might get brain freeze, but you won’t mind
38. Hate the heat?
39. Unique
40. Leave the tshirts at home
41. Swedish genius
42. A fairytale bedroom
43. Pretend you’re the king in the north for a night
44. Elsa wishes her palace is this night
45. You know its cool
46. Don’t ice us out
47. Swedish people are beautiful and so are our hotels
48. Look expensive
49. Once in a lifetime
50. Not your typical igloo
 Headline Assignment (Revised)

1. Make Santa jealous. Visit ICEHOTEL

2. Finally! A vacation where excess body fat is a plus!
3. Baby it’s cold outside (and inside)
4. Escape the scorching summer, stay at ICEHOTEL
5. Fantastiskt! (Swedish for fantastic)
6. More sparkle than Tiffany & Co.
7. A perfect excuse to wear fur (faux of course)
8. Your friends are already jealous
9. 32 degrees’ inside 80 degrees’ outside
10. Channel your inner polar bear
11. Baaaaaby it’s cooold innnnsiiiide
12. The north pole, UPGRADED.
13. You’ll freeze in awe
14. Chilly chic
15. Live out your Frozen fantasy and become Elsa for a night
16. Take time to thaw out
17. The perfect place to break the ice
18. Frost bite not included
19. Let’s be honest, nobody actually likes sand. Ditch that next beach trip.
20. Become the cool Mom, stay at ICEHOTEL
21. Become the cool Dad, stay at ICEHOTEL
22. Glass cups? Oh no we only use ice
23. You’ll followers will never forget
24. Experience an unparalleled frozen fantasy
25. Coming soon: a full staff of Elves
26. 2 seasons, 1 resort
27. Who gets to say they slept inside a diamond?
28. Yes, it’s ok to stay her for the Instagram
29. Fur lined beds made of ice? Catch up Ikea
30. An unparalleled Swedish experience
31. Ever wanted to live like an Eskimo?
32. Aspen? Never heard of it
33. You won’t find a place like this on Airbnb
34. Remember, brain freeze isn’t permanent
35. No sunburn guaranteed.
36. “No sir, we definitely don’t have an ice suite” – Marriot concierge
37. Finally! A spring break destination where a “spring break body” isn’t required
38. Make your honeymoon jealous
39. The beach is great at all, but on this vacation you won’t see any old men in speedo’s
40. Snowmobiles? Ice sculpting? Dog sledding? Have you booked yet?
41. Like the Swedish people, absolutely stunning
42. You’ll regret it if climate change gets here before you do, book ICEHOTEL
43. An actual wonderland brought to life
44. Pretend you’re the King in the North for a night
45. Elsa wishes her palace was this nice
46. You know it’s cool, stay at ICEHOTEL
47. Don’t ice us out, book ICEHOTEL
48. Hurry! Before it melts
49. Imagine if the Eskimos saw this
50. We promise our resort is White Walker free.
 Print Ad Assignment (Original)

Headline for Portugal: “Welcome to your new happy place”

Body: Imagine a land filled with gorgeous beaches, vibrant and delicious foods, stunning tanned
and fashionable people, and where an alluring language is heard throughout the streets. A place
where you can truly relax and allow your anxieties vanish. Portugal is a destination that is rich
with culture and beauty. From the stunning pastel colored rooftops of Lisbon to the volcanic
island of Maderia, there are memorable and exciting places around every corner. Enjoy the
traditional Portuguese liquor, Poncha, while relaxing by the sea or practice your Portuguese with
a friendly local. This fabulous country is deemed as an amazing destination by countless
trendsetters around the globe. In fact, Condé Nast (the owner of style setting magazines such as
Vogue and The New Yorker) regarded Lisbon as the number one travel destination for 2017. So
pack your bags and get ready to find your new happy place in Portugal. Te vejo em breve! (See
you soon in Portuguese)
 Print ad Assignment (Revised)

Headline: “Your happy place realized”

Everyone has a their so called “happy place”, a place where they can take a deep breath and
relax. This “happy place” for most of us is fictional place created within our imagination, a
fantasy land where we can go to truly unwind. What if I told you that this place actually exists?
A land lined with stunning beach, overflowing with delectable foods, populated with gorgeous
tanned and fashionable people, and where the language is as beautiful as those who speak it. Italy
might have been the first place to pop into your mind due to its unanimous popularity, but don’t
be fooled by the Vespa driving and pasta eating Italians, trade in that pasta for paella and visit
Portugal! In Lisbon, admire the cities unique Manueline style architecture by day, and encounter
the vibrant nightlife in the popular Bairro Alto district by night. Feel the burn as you enjoy the
traditional Portuguese liquor, Poncha, while relaxing by the Mediterranean sea or practice your
Portuguese with a friendly local. This fabulous country is deemed as an amazing destination by
countless trendsetters around the globe. Even publishing powerhouse, Condé Nast, regarded
Lisbon as the top travel destination for 2017. Finally experience your happy place realized and
visit Portugal! Te vejo em breve! (See you soon in Portuguese)
Stephen Hewell
Frye Boots (REVISED)
:30 Radio

Narrator: Meet Sarah, Sarah recently got a deal on a pair of clearance boots at her local shoe
store.

Sarah: OMG, only fifteen dollars!

Narrator: Sarah decided to wear her new boots out for her friends 21 st birthday.

SFX: music and party noises playing in the background

Sarah: Aren’t they so cute! I got them for cheap!

SFX: Thud/ bump sound and sound of drink spilling

Random Guy: Shoot! I’m sorry I just totally stained your boots.

Sarah: *dramatic ughhhh and groan* It’s fine.

SFX: music turns off

Girl Friend: Let’s go everyone! (annoying tipsy girl voice)

SFX: sound of several heels walking with traffic and car noises in the background

Sarah: “Guys I think the right heel on my boot is wonky”

SFK: crack sound signaling Sarah’s boot broke

Sarah: oh, my god, guys, my heel just broke!

SFK: sound of awkward heel walking

Sarah: Wait up! Please! It’s hard to walk in these.

SFX: Abrupt click sound of Sarah tripping

Sarah: Aaaaah!

SFX: splat sound

Narrator: Don’t be like Sarah, skip the bargain boots and invest in a lifelong pair of Frye’s.

Narrator: Find out more at www.thefryecompany.com

 Tweets Assignment

1. PSA: Tofurky is not an acceptable thanksgiving food

2. If I hear Donald Trumps name one more time...
3. What am I thankful for? Um that I’m nothing like my uncle Rick
4. She thicc with 2 C’s! (pic below attached)

5. How I feel post inhaling my entire thanksgiving meal in approximately 2 minutes and 37
seconds (pic below attached)

6. Thanksgiving, the one day gluttony’s not a sin

7. Can I get a #stuffed ?
 Ray-Ban Campaign Assignment

Ray-Ban #BeIconic Campaign:

Billboard: Gigi Hadid and Zayn Malik #BeIconic Billboard in Brooklyn, New York

The focus of this billboard is to show Ray-Ban as an edgy, cool and relevant brand. The
billboard will feature the celebrity power couple, supermodel and social media “it-girl” Gigi
Hadid and the musician Zayn Malik. The couple will be displayed posing with a vintage red
mustang in the middle of the dessert. Gigi will be posing on top of the car while Zayne will pose
standing in front of it. Gigi will be dressed in a white t-shirt, ripped blue jeans, and leather boots.
Similarly, Zayne will be dressed in a white t-shirt, ripped black jeans, and black leather boots.
Gigi will be wearing the gold Aviator Ray-Bans, while Zayne, will be rocking the black
Wayfarer style. Below the main image of the celebrities posing on the car, the campaign hashtag
#BeIconic will be displayed. In the bottom right hand corner of the billboard, the easily
identifiable Ray-Ban logo will be displayed. These two celebrities have been chosen to be
featured on the billboard for three main reasons. First, the two are very popular with the 18-34
demographic which is Ray-Ban’s target market. Second, Gigi and Zayne are deemed as style
icons and have been featured on the cover of American Vogue. Third, both Gigi and Zayne’s
personal style is very edgy and cool, a similar style to Ray-Bans aesthetic and brand. The
billboard will be placed in Brooklyn, due to the fact many within Ray-Bans target live in the
borough.
Branded Video: Icons throughout history montage

Script:

1. MUSIC IN (MY GENERATION BY THE WHO) PEOPLE TRY TO PUT US D-

DOWN…
2. CUT TO VINTAGE CU OF ACTUAL MARILYN MONROE AT A MOVIE PREMIRE
BEING PHOTOGRAPHED (LIKE BELOW)

VO: What makes an Icon an Icon?

3. CUT TO LS OF ELVIS PERFORMING ON STAGE (LIKE BELOW)

VO: Is it their charisma?

4.CUT TO CU OF AUDREY HEPBURN IN HER MOVIE BREAKFAST AT
TIFFANY’S (LIKE BELOW)

VO: Is it their alluring beauty?

5. CUT TO JAMES DEAN WEARING RAYBANS IN A REBEL WITHOUT A CAUSE

(LIKE BELOW)

VO: Their edge?

6. CUT TO LS OF JOHN LENON AND THE BEATLES GETTING OFF A PLANE IN
NEWYORK IN 1964 (LIKE BELOW)

VO: Their insane popularity?

7. CUT TO LS OF DAVID BOWIE PERFORMING ON STAGE (LIKE BELOW)

VO: Their uniqueness?

8. CUT TO CU OF MICHAEL JACKSON PERFORMING ON STAGE (LIKE

BELOW)

VO: Or their raw talent?

9. CUT TO MONTAGE OF VIDEOS OF OTHER ICONIC CELBRITIES LIKE:

• MADONNA
• ELTON JOHN
• LIZ TAYLOR
• PRINCE
• BEYONCE
• CINDY CRAWFORD
• LUCEAL BALL
• TU-PAC
• MUHAMMED ALI
• ETC.

VO: No, an icon is much more than that, being an icon comes from within.

10. [MONTAGE STOPS ABRUBTLY] CUT TO BLACK SCREEN

VO: There’s an icon inside all of us.

11. TITLE: RAY BAN LOGO APPEARS AND MUSIC SLIGHTLY INCREASES

VO: Ray-Ban be iconic.

 12. TITLE: #BeIconic APPEARS UNDER RAYBAN LOGO

13. CUT TO BLACK AND MUSIC FADES

Guerilla Marketing: NYC with versus without Ray-Bans experiment

The focus of this guerilla marketing experiment is to communicate that a pair of Ray-Bans is an
essential style accessory that can easily enhance how people view you. The experiment will take
place in New York city over the course of two days. One average looking man and one average
looking woman will stand in a transparent box on two separate street corners within New York
City. On day one, the man and the woman will stand in the box wearing only a white t-shirt, blue
jeans, and a pair of simple brown leather boots. During the course of the day 2-3 hired
individuals will be stationed at each box and will ask passerby’s questions about the individual
within the box. Some of the questions asked will include, “What do you think they do for a
living?”, “Would you talk to them at a party?”, “What sorts of things do you think they spend
their free time doing?”, “Would you go on a date with them?”, and more. On day two, the
experiment will be repeated except the man and woman will add a pair of black Ray-Ban
Wayfarer’s to their look. During day two, it is to be expected that people will give more
favorable and positive responses to the man and the woman since they’re wearing the stylish
Ray-Bans. The individuals running the experiment and asking questions will be wearing Go-Pro
camera’s so that all responses can be recorded. In addition to this, a professional videographer
will be at each location, recording B-roll and the best responses. The responses recorded from
the public during day two on how they perceive the individual within the box is expected to be
overwhelmingly more positive. An online video explaining the premise of the experiment, as
well as the best responses from both days, will be combined to create a viral marketing video that
would include the hashtag #BeIconic at the end. Also, any unique and interesting data collected
from the responses during the experiment will be shared via Ray-Bans various social medias.