Starburst | All Pink

Campaign, Digital Media

 

A pink Starburst is the most special flavor. We know this because the internet is weird and collectively decided it via a widely circulated meme.

Working with DDB, we recognized this, embraced it, and created an empowerment campaign for the release of the All Pink Starburst packs. As their partner, I provided the social throught the entire campaign.

Our goal: raise awareness for product while making everyone feel as special as a #PinkStarburst.

We did that.

We wrote an authentic meme campaign, created an entire product fashion line (youareapinkstarburst.com) with ‘Project Runway’ winner Erin Robertson and partnered with mega-influencer @beigecardigan on Instagram.

Our campaign was picked up by Adweek, Buzzfeed, Bustle, Cosmo and Teen Vogue.

P.S. It felt good to work on something that just wanted you to feel good. 👏

 
 
Screen Shot 2019-04-11 at 12.29.44 PM.png
 

ANNOUNCEMENT VIDEO | It’s an All Pink party and you’re invited.

 

MEMES | I concepted and wrote a series of memes based off the many different styles available that felt authentic in culture, while still conveying the specialness of what it means to be a Pink Starburst.

Screen Shot 2018-09-22 at 6.02.19 PM.png

MICROSITE | Created an online portal to shop for all of Erin Robertson’s exclusive Pink Starburst merchandise.

Screen Shot 2018-09-22 at 6.22.27 PM.png

TONE OF VOICE | To maintain tonal consistency across medias, I created branding guidelines that identified exactly how a Pink Starburst speaks, acts and engages with its fans.

ART DIRECTOR | Eli Ching, Cat Florea CREATIVE DIRECTOR | Craig Meyer

*I also gained like 10 pounds during this campaign. I was fat the whole time.