Pura Buzz, Brand Challenge 2021
The Campaign Video which was created by myself, aims to serve as an introduction to the concept.
Pura is a well-known softdrink company that at the time of this brief was looking into expanding into the alcoholic beverage market with the introduction of their new product "PURA BUZZ" which is new a hard seltzer. Myself along with my group members; Gabriella Capazorio, Jason Crouch, Salem Tsutu, Inge Brits, Tannah Teron and Gabriellla Niewoudt, were tasked with coming up with a campaign that promoted this new seltzer to millennials who were their target audience as PURA BUZZ was being marketed as a healthier alternative to other alcoholic beverages as this is something that is important to the target audience.
We reached our target audience on social media such as Facebook, Instagram and in person activation. Our concept "Pura O'Clock" was set around the idea that unlike other alcohol, PURA BUZZ is heathier and lighter so it can be consumed at anytime/ occasion. Pura O'Clock is the time for the target audience to rejoice and "live a little PURA".
Research and copy done by; Gabriella Niewoudt, Tannah Teron, Jason Crouch and Salem Tsutu. Creative elements done by Myself, Gabriella Capazorio and Inge Brits.
Campaign Mockups
These are the mockups of the social media posts, YouTube Banner Ads and the in person activation that would be used to promote this concept. They are all centered around the motif of the clock and how Pura O'Clock is anytime. When present as the event there would be Pura employees giving out samples with Pura themed backpacks as well as way-findings that would lead the customer to the bar.
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Influencer Posts
In addition to this I created social media post mockups that would be shared with influencer who would be a part of the campaign. Their role specifically would be to share the word about Pura Buzz and let their audience know that it is Pura O'Clock. These influencer would be present at the in-person activation.
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Shaken Up Creative Agency
Last but not least, Shaken Up is a creative agency that my group came up with in order to solve the problem given in the brief. Shaken Up's name can be accredited to Gabriella Capazorio and the visual identity can be accredited to Inge Brits. I was tasked with creating content for our Instagram page @shaken.up and I also created an animated logo based off of the still logo done by Inge Brits.
