Tai Pei
FSU's National Student Advertising Competition campaign for Tai Pei. I was the Creative Director and proved to myself that it is possible to function without sleeping for 49 hours.
2017 NSAC - 3rd in the Nation
Our team was tasked to help increase brand awareness, generate trial, and create loyalty over other Asian brands throughout the country.
We created a campaign that positions Tai Pei as more than frozen food and different than take-out, because it is, it's take-in.
"Take-in: the new way to take out" shows how Tai Pei is the more convenient, healthy, and affordable way to each Chinese food.
To see the entire campaign check out the full plans book here
Brand Anthem
Our brand anthem introduces Tai Pei to our new audience, depicting the various lifestyles of Newly Independents. This highlights exactly why taking in matters–and how Tai Pei can help them do it.
Pre Rolls
Young millennials are always on the move, and they don't appreciate being interrupted by ads. These 15-second pre-rolls show how Newly Independents can save time and money when they take in Tai Pei, which lets them do more of what they want.
Digital
Snapchat
Users will be able to take in their dream destinations through sponsored SnapAds. They will allow users to choose from various hotspots from our Take-in Tour map. They will be able to experience a take-in moment by viewing 360 degree views directly on their phone. And with the Snap lens lets the user catch chopsticks holding chicken and shrimp flying from every direction. This will let users take-in Tai Pei digitally, share it with their friends, and crave the real thing.
Spotify
With a personalized playlist generator, life's take-in moments can now come along with their own soundtrack. Listeners will be asked about their music taste and what they are taking in. While the playlist is being fine-tuned, a pre-roll will play.
Social Media
Tai Pei's Instagram feed will focus on photos the highlight the quality, bold flavors, and fresh ingredients. Tai Pei will utilize micro influences spanning several niche Instagram communities ranging from food to music and lifestyle. Doing so will subtly and naturally integrate Tai Pei into their everyday lives.
