strategy + design + copywriting hybrid currently at invōk brands in toronto
Masters in Branding, SVA NYC + Bachelor of Design, OCADU
According to Forbes, 1 million adults attend summer camp each year. Camp isn't just for kids! Ben and Jerry lived for the outdoors! They would go on long biking trips and camping adventures together...so why not make a camp exclusively for those #natureboys? Introducing, Ben & Jerry's Man Camp: a camp for men seeking adventure through peace, love and brotherhood!
Located on a lake in upstate New York surrounded by 100 acres of forest, Man Camp season would be open from May to September lodging guests in oTENTik structures: a tent and cabin hybrid. Cabin interiors would be painted with the Pantone colour "Natural Optimism", which was identified as the most up-lifting hue, combating depression and anxiety.
The ad campaign would draw attention to the camp while highlighting the new product flavour and featuring the same Ben & Jerry's pop culture reference quirks.
Who's down for some manly man camp adventures?
Case study in collaboration with Farida Leheta, Allison Mussoline, Hilal Ozkaya and Memoli Ward. Project was assisted by Ken Carbone, Co-Founder at Carbone Smolan Agency at the School of Visual Arts Masters in Branding Program.