Work FRom JT Mega Internship
The task at hand was to create a campaign speaking to gen z women ages 22-27, highlighting the soft texture and bold flavor of albanese gummy bears, while also finding a way to get gen z involved! We came up with the POKE THE BEAR campaign, which highlights the different ways in which this target audience can take a chance and own their newfound independence! My Role in this project was copywriter!
Collab w/ Mia Wang – Art Director
Manifesto
Social
Out of Home
Because Albanese has 12 distinct flavors, we decided to assign each of them a quality, since there are so many different ways to Poke The Bear, and we wanted it to apply to all types of people in the target audience. For example, you could be poking the brave bear when going cliff jumping, or the brainy bear when graduating. We made a poster for each flavor and scenario.
Experiential
We also wanted to position Albanese right by our audience’s side while they Poke the Bear, so we decided to actually produce the events shown on the posters. Here, our audience can literally poke our giant, squishy bear, and also take a chance, with free Albanese Gummi Bears afterwards!
Bonnie Young 