During a 45 hour competition, we were tasked with the challenge of coming up with a complete concept for an insulation company. I was a part of a team that came up with "Shield" - a big campaign that want to keep you warm in a cold weather.
I was in charge of the branding and leading the interactive side of the project.
The campaign was to solidify that our insulation is so warm, even animals take their coats off. Along with being in charge of the branding and leading the interactive aspect of the project, I was also the art director, making sure that all elements fit and matched perfectly. It was essential that the characters were inviting as the campaign was more family oriented.
Also with this project, It was created an iPad game that would be available to users. The idea was engage them more with the branding and characters. The game functionality is simple. Users tap on the bottom left, centre, and right of the iPad to move the characters, Gumdrops the Penguin or Rupert the Polar Bear, to collect coins. That coins can be used to buy powerups in the Igloo shop.
Being that our target audience were couples and families who want to renovate their homes, our marketing campaign included giving out free hot chocolate to families with exclusive cozies on game days and other family events.