The Ask (SCAD and MELT)
IHG is launching a new brand of midscale hotels to reach the modern traveler. avid hotels are changing the hotel industry as we know it. IHG CEO, Elie Maalouf, described avid as “championing the everyday traveler at an everyday price.” The first hotel is opening in Oklahoma City in Fall 2018, and other locations will follow around the country in 2019. The brand wants to create national awareness surrounding the launch of the hotels. This includes a 360 campaign and an experiential activation. They need to choose two events in spring 2019 relevant to the target audience to launch the experiential activation.
pre rolls for youtube
The Ask (SCAD)
To come up with a campaignable idea for Dove, empowering women and write pre rolls.
The Idea
#BeautyInStrength is a campaign that empowers little girls to grow up to be strong, independent women. Often times we categorize a task or occupation by gender.
By age 6, gender stereotypes can affect girls’ choices.
(National Science Foundation)
This campaign aims to end that gender assumption and educate the world that girls can do whatever they dream of. Let's all teach our girls to be their own knight in shining armour!
1. Pre Roll for Dove (6 seconds)
Scene 1
(Dove Narrator & text on screen)
Video and VO:
By age 6, gender stereotypes can affect girls’ choices.(National Science Foundation)
It’s time we change that.
Scene 2
Video: Two ladies building their own furniture.
Fades into…
Super
Video & VO:
Be your own prince charming.
Dove logo
#BeautyInStrength
Reference image
2. Pre Roll for Dove (15 seconds)
Open scene
Two 21 year old girls dressed up for a party.
Video: All dressed up, they realize they have a flat tyre. One of the girls starts looking around, assuming someone from the neighborhood or a passerby will stop and offer help.
VO Girl 1: Should we call Carl for help or my dad?
VO Girl 2:(Raises one eyebrow) Umm, no one. Lets do this ourselves and get going.
Video: She opens the trunk and pulls out a tool kit.
VO Girl 1: Okay then. Lets?
Video: They look up a tutorial on youtube and get to work on the tyre.
Super:
Dove logo
#BeautyInStrength
Reference image
3. Pre Roll for Dove (15 seconds)
Open scene
6 year old girl’s birthday party.
Video: Everyones having fun at the party. The mom goes into the kitchen to get out the cake when she notices the sink leaking. Instead of calling someone to fix it she gets to work on it herself.
VO Girl: Is there anything you cannot do mom?
Video: The mother smiles and hugs her daughter.
Scene 2
Video: The little girl is cutting her cake and everyone is singing and clapping.
Super:
Dove logo
#BeautyInStrength
Reference image
4. Pre Roll for Dove (6 seconds)
Opening Scene
(Dove Narrator & text on screen)
Video and VO:
We asked young girls what they think makes them beautiful.
Scene 2
Video: A 10 year old girl giving a speech, addressing a large audience with confident body language.
VO(Girl):Having my own opinion is beautiful.
Super:
Dove logo
#BeautyInStrength
Reference image
5. Pre Roll for Dove (6 seconds)
SFX: Soft music playing
Open scene
Sunny day by a lake.
Video: A 21 year old girl is sitting with her grandma on the porch.
VO Girl: I really wish I knew how to fish.
VO Grandma: What are you waiting for? Its a beautiful day. Lets go.
VO Girl: What? Now? For real?
Video:Grandma grabs rods and basket and is already walking to the lake.
Scene 2
Video:Grandma and granddaughter are sitting by the lake fishing and drinking beer.
VO grandma: Make your own rules.
Super:
Dove logo
#BeautyInStrength
