creation station
FLORIDA DEPARTMENT OF HEALTH
THE FACTS NOW CAMPAIGN
Talking to teens is no easy task. Talking to teens during a music festival about tobacco facts? Close to impossible. So we led the activation do the talking. I led my team in art direction and creative strategy for THE FACTS NOW experiential marketing.
Creative challenge: Intercept Gen Z at exciting events to educate them on the facts about nicotine and tobacco
We identified niche events where teens and young adults feel most in their element - think music festivals, skateboarding competitions, alternative proms.
At events we collaborate with emerging Florida artists to create coloring-book styled murals that served as a Creation Station at events. Tobacco facts and youth culture illustrations were embedded into the mural. While the audience colored in the mural, they would read and discuss the facts among themselves and with the campaign's street team.
merch
When our audience wears our merch, they become brand ambassadors without signing up for it. I worked with my team to design relevant merch for our Gen Z audience - t-shirts, die-cut stickers, sunglasses, custom skate decks and PopSockets. Most of the merch had campaign messaging, reinforcing our mission of educating our audience They're taking our facts home.
Agency: Golin
Creative Direction / Concept Creation: Monique Hernandez
Motion Design: Lucas Mariano
Designer/Illustrator/Motion Design: Ruth Burotte
Mural Artist: Marlon Pruz