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National Student Advertising Competition:
Unlock Your Future - Indeed
During the national student advertising competition (NSAC) from 2022 to 2023, the American Advertising Federation (AAF) hosted a competition in partnership with Indeed as a client. The client had a primary goal of increasing its brand awareness to job-seekers ages 18-24 and, in increasing its brand awareness, making this age group consider using Indeed as the first option for finding a job or career.
In collaboration with marketing researchers, accountants, copywriters, media specialists, and my creative director, I was the lead graphic designer of my competition team to visualize a campaign message using Indeed's brand voice, tone, and graphic style to convince the target audience to use Indeed.
After conducting research, the team concluded that a compelling campaign message would show the target audience that Indeed isn't just a site to use when finding a starter job but also a site that helps the audience find a job with career-building opportunities.
We ideated a campaign slogan titled Unlock Your Future. With this message, the target audience will see Indeed as a place to find opportunities that build on their degree-focused career and are a springboard toward future aspirations. The imagery of the campaign slogan utilizes keyholes to express the idea of looking through locked doors. The doors represent the target audience's challenges in finding the right job. The keyhole represents the 'i' icon of Indeed, showing the audience future career opportunities that can be unlocked using their job-search website. re career opportunities that can be unlocked using their job-search website.
Campaign Brand
The slogan type is based on Omnes. It was chosen because it is similar to Indeed's typeface for its wordmark and reflects a casual and hopeful appearance. The campaign icon is the keyhole, with its variation having a padlock. Its design allows for versatility in multiple campaign deliverables.
Guerilla Marketing
The idea behind this AR prototype is to use it for Guerrilla Marketing, a method of advertising that generates product memorability among audience members by catching them off guard with something out of place. The out-of-place object is the campaign's door set to be placed in public areas throughout the United States.
Users can interact with this door using their phones. The prototype shows what the user would see if they held their phones to the door. The interactive program will fill the door and act like a journey searching through career opportunities.
Out-of-Home Advertising
The banners are designed to work individually as digital banners or as a series of print banners. Print banners in a series will have a keyhole with a mirror that, when paired with banners that fill the keyholes with careers, will help the audience visualize themselves in their dream job.
The digital banners are designed to be eye-catching as people ages 18-24 tend to be drawn more to animation. The animations transition through people working in careers they enjoy.
The bus wrap is designed to feel dynamic with illustrations that mimic movement enhanced when the bus moves through the streets. Additionally, there is an image of a photographer in the keyhole. Using the photographer will make the viewer look into the keyhole more likely and associate himself with the photographer who unlocked his future career using Indeed.
Podcast Ad
This animation was created to be used at the end of campaign commercials. Its movement matches the animation style Indeed uses in its digital applications.
Guerilla Marketing Interface Planning
AR Door Blender Render
