CAMPAIGN PLANBOOK

for WIEDEN & KENNEDY

Prepared by:
Ashley Heyward
Daijah Freeman
Uyen Hill
11/17/2015

MKTG 4175
Adverting and Promotion
Dr. Anshu Arora

W&K
We are an independent, creatively driven
advertising agency that creates strong and
provocative relationships between good
companies and their customers. We believe that it
doesn't matter where, how or in what medium an
idea is expressed, you still have to start with a
good one.
Offices in:
- Portland
- New York
- So Paulo
- London
- Amsterdam
- Delhi
- Shanghai
- Tokyo

http://www.wk.com/

W&Ks Clients

Clients in Best Global Brands 2015

Nike

(So Paulo, Portland, New York, London,

Amsterdam, Shanghai, and Tokyo offices)

Coca-Cola

(Portland and So Paulo offices)

Tiffany & Co. (Shanghai office)

Smirnoff

(So Paulo office)

(London office)

Audi

(Amsterdam and Delhi offices)

Print Ad 1 Critique

Print Ad 2 Critique

Print Ad 3 Critique
Gold Rush Campaign for
Its not fitness. Its life.
http://www.equinox.com/

Teaser advertising
Emotional appeal/Socialbased feelings: cant buy
Cultivated the need for
status, involvement,
recognition, and acceptance
http://www.wk.com/campaign/gold_rush/from/equinox

TV Commercial 1 Story Board

NO BAG LEFT BEHIND by W&K for Delta

1. Action: Little girl and her

parents are checking their bags

2. Action: The bear bag is being

transferred on the plane

3. Action: Bag suddenly gets

separated by the rest of the bags
Audio: Travelling can feel like
one big mystery. Youre never
quite sure what is coming your
way.

TV Commercial 1 Story Board (continued)

NO BAG LEFT BEHIND by W&K for Delta
4. Action: Bag gets put
on a cart to transfer to
their airplane, just
unclear of which plane
Audio: But when you
got an entire company,
who knows the fewest
of cancelations and the
most upon time
flights (to be cont.)

6. Action: One of
the crew members
comes back to get
the bear bag.

5. Action: The bear

bag watches the
crew loading the
baggage on the
plane without it
Audio: are
nothing if we cant
get your things
there too.

7. Action: The little

girl sees her bag
and is happy
Audio: Its no
wonder more
people choose Delta
than any other
airline.

TV Commercial 1 Critique
Advertising Appeal
Informational / Rational Appeals
Emotional Appeals

Execution Style
Demonstration
Dramatization

The message came across fluidly

TV Commercial 2 Story Board

 *Heyward, Hill, and Freeman

Established in 2015
Started as a group project, the three came
together and built HH&F based on their passion for
marketing and advertising
As a young, energetic, and diverse firm, HH&F
is committed to bringing value and excellence
and working with our clients to deliver
innovative and authentic messages.

The Client
What started as a humble, little aerial crop dusting
operation called Huff Daland Dusters in 1924 has now
grown into one of the worlds largest global airlines,
helping more than 160 million travelers get to the places
they want to go to each year.
"WeDelta's employees, customers, and community
partnerstogether form a force for positive local and
global change, dedicated to bettering standards of living
and the environment where we and our customers live
and work. We are Delta's Force for Global Good.

http://www.delta.com/

APPROVALS

F15 Delta Airlines Communication Brief

Title
General
Manager/Business
Vice President
Director, Brand
Equity &
Communications
Vice President /
Director, Business
Senior Marketing
Manager
Senior Marketing
Manager

Name

Signature

Date

Comments

Brand/Product: DELTA AIRLINE CORPORATION

EDI/Campaign: Ensure customers that their luggage is in good hands
Brand Character: Airlines
Date: November 16, 2015

Creative Brief

BEHAVIOR (Whose behavior are we influencing and how?)

To influence or persuade customers that they can Delta Airlines with their most valuable possessions.
BARRIER (What is the key barrier standing in our way?)
While traveling baggage can often be misplaced, delayed, and sometimes damaged. At times there is an assumption that airline employees do not
care about customers baggage's.

TRUTH (Whats the consumer or cultural concept that will fuel the key idea?)
There are customers that have had very bad experiences with baggage misplacements and delays that now the customer has very
low expectations for baggage accuracy and that is a key problem for Delta Airlines.

MESSAGE (What is the key idea we want to convey?)

We want customers to trust us with their luggage . We want customers to know that when their luggage is untrusted with us that
we will take special care of their possessions and that it will arrive on time with no delays or misplacements.
SUPPORT (What are the reasons to believe?)
Delta offers sky miles for business customers
Will stop allowing pets fly as checked baggage
Ensure baggage accuracy
PRACTICALS (What are must dos as well as the might explores?)
To increase customers trust by ensuring that airline employees are caring for baggage with care
Create an incentive for employees when there is an allotted amount of time that baggage is not misplaced, delayed, or
damaged.

Creative Brief (continued)

APPROVALS: Title
VP, Brand Strategy, Marketing Services, International
________________________________________
VP, General Mgr.,
_________________________________________
Business Director,

__________________________________________
Business Director,
__________________________________________
Director,
__________________________________________

Print Ad 1 Creation

*WARNING PLEASE DRINK RESPONSIBLY

Print Ad 2 Creation

Print Ad 3 Creation

The image of the woman working out emphasizes the fact that You
Cant Buy fitness and healthy living, but by signing up with Equinox
In the new ad, THE NEW EQUINOX GOLD MEMBERSHIP tagline stands
out and looks truly elegant and golden

NO DOG LEFT BEHIND My Creation 1 Story Board

1. Action: A
couple checking
their dog to a
competing
airline (not
Delta)
Audio: Sad goodbye music

2. Action: The dog

owners worry about
what would happy to
their dog

3. Action: Dog in
the other
airlines bunk is
sad and
miserable

4. Action: The dog

owners were waiting
for a longtime before
uniting with their dog,
their dog looked so sad

Audio: Sad music

Audio: We will never

fly this airline again

Audio: Worrying
music

NO DOG LEFT BEHIND My Creation 1 Story Board

(continued)
5. Action: A couple
checking their dog
to Delta Airlines
Audio: Meanwhile
at Delta Airlines
Check-in

6. Action: The
female owner kisses
good-bye

7. Action: Dog in
Deltas bunk is
happy and enjoying
himself, eyeing
other dogs in the
bunk

7. Action: The dog

owners reunites with
their dog right away
at the animal checkout station, the dog is
happy and cheerful,
the couple is happy

Audio: Cheerful
instrumental music

Audio: See-youagain happy music

Audio: Happy Music

TV Commercial 2 Creation

TV Commercial 2 Creation
(cont.)