Working with aspirational brands is what makes Team One an aspirational brand. Team One is a full service agency that provides amazing marketing services for its clients. I had the honor of visiting their Legacy Lab and Headquarters last semester during my M-School classes. And luckily enough I was able to come back and visit again.
We got to listen to Chris Graves, the Chief Creative Officer at Team One, talk about campaign activations and the different methods you can go about it. As the chief creative officer, he talked about how to turn our briefs into creative activations. Through many examples, he talked about various campaigns that were successful and different in their own way. You may have different goals on who you want to reach, or where you want to reach - which is all determined in how you present your idea to your audience.
Create a movement
Define the Problem
What do we tell them
How do we tell them
Where do we tell them
Did it work
One of my favorite segments was when he showed the gun control campaigns. The Gun Shop campaign was a physical store where people in New York could go in to buy a gun. But instead of finding a new gun, each one has a story. People would go into the shop and learn about each gun that killed someone. What was the message of the campaign? To spread awareness and change peoples perceptions of buying guns. Instead of a traditional marketing campaign, the Gun Shop decided to create a physical experience where people could come and go. Their reactions were filmed and it was created into a major viral campaign. Even an online shop was created.
We then got to talk to creatives about our briefs and the type of activations we could consider. I think the most important thing that my group got out of this meeting was to hear from actual creatives themselves. How do we create a movement that will affect 100 people in our community? We got to thinking more about what our topic, mental health, meant to people in our community. How can we engage our campus in a way that will be both moving and unique? We took inspiration from "Fearless Girl" and the FU Campaign. It was a great session to create a cohesive brief and to think about our activations in a more creative and thoughtful way.