Fall in Tennessee is unlike anywhere else — with the bright colors overtaking the rolling hills. But we realized not everyone was able to experience it. So in an effort to drive to tourism and make a difference, we installed the first-ever scenic viewers outfitted with the latest color-deficiency technology. See what happened.
Beauty For More To See
VML Welcome Kit
Challenge: To create a one-of-a-kind welcome experience for new hires.
Idea: Give all new VMLers a piece of VML before they even arrive. The experience starts with a send-ahead keychain welcoming new VMLers to the agency and concludes on their first day when they're presented with a custom roll case — a roll case that shows who VML is, what's important and how to get involved. It's our way of making any new VMLer feel right at home because working at VML isn't a job, it's a lifestyle.
Art Direction by Kaitlyn Bryan & Derrick Weishaar
Tennessee Tourism / Kelsea Ballerini
In an effort to attract more millennial tourists, we brought Kelsea Ballerini back to her Knoxville to play a free homecoming concert at her high school. And the only way in was through Snapchat.
Challenge: To create an ad for the 3% Conference, an organization that brings awareness to the fact that just 3 percent of creative directors are women, to highlight VML's sponsored a session.
Idea: To encourage men to fight the fight alongside their female counterparts with a strong call-to-action and playful chairdrop.
Art Direction by Jen Farquharson
At the end of VML's summer internship, the interns are broken into two teams to compete against one another in a client pitch. The process lasts two weeks.
Challenge: Leverage a network of influencers to encourage, engage and expose high-performance living.
Idea: Launch a new social identity using personal trainers from Equinox as influencers. The new approach used four different social categories for platform posts and promoted a new campaign called #OwnYourWorld. This campaign encouraged fitness club members to share how the Equinox lifestyle prepared them for everyday life (travel, work, etc.). We presented our idea to the Executive Leadership Team at VML and the Equinox client. We won the pitch.
Art Direction by Derrick Weishaar
Manifesto for the client pitch
Social Drill Book
A 20-page book that took Equinox through our social campaign broken down into four different categories all pertaining to our pitched campaign.
This is what we call a dagger. It's the above and beyond that makes the client remember your agency.
Challenge: Show our target that our Black Stainless Steel appliance work in any home by partnering with an influencer.
Idea: We partnered with Anna Leisemeyer of In Honor of Design to create an online video showcasing how her smudge-proof kitchen appliances make her life easier as a family of seven.
Frigidaire Your House Rules
Challenge: To increase signup for Rockhurst's Executive MBA program.
Idea: Create a landing page that's both visually appealing and sign-up driven. By placing CTAs throughout the page, we're encouraging people to learn more, sign up for an informational session or apply to the program.