Ancestry.com is an online resource that aggregates public records, photographs, and documents. By piecing together the blocks of our existence, it creates a more comprehensive picture of our pasts. STRATEGY // Take ancestry.com out of the digital space and into the physical world to create a more emotional connection with personal history. Copywriter // Brian Naujelis
New Ancestry.com Application Icon
Upon entering your personal information into the application, Ancestry.com will determine your family’s lineage and create several different paths to follow organized by surname.
After you choose the lineage you’d like to follow, the Ancestry.com application will generate the path of your family’s history geographically, allowing you to literally trace your past on foot.
At every stop along the way the Ancestry.com app will uncover all the photographs, public documents, and historical family information filling in the story as you go.
YooHoo is a chocolate drink. It’s not milk based, but there’s a little bit of dairy in it. It has 7 vitamins and minerals, which was impressive back when Converse was the most innovative shoe for the NBA. It doesn’t give you energy, it’s not going to make you lose weight, and it doesn’t make you look cool when you drink it. STRATEGY // Turn the fact that it has no benefits into a virtue, and target an audience of people who believe that not trying is OK. Team // Kyla Wagman (CBM) Danny Shepelwich (CS) Claire Wyckoff (CW) Jeremy Williams (CT)
BLOG // EasiestJobsEver.com is a blog that posts pictures and videos of people doing the laziest jobs in the world. Users can browse through the library of YooHoo content or submit their own.
Leviâ€™s Waterless Jeans use 20% less water in the finishing process which makes a significant contribution to conserving natural resources. And, although most people would say they care about the environment, theyâ€™re not willing to make dramatic changes. STRATEGY // Do good by looking good. Team // Katharine Torgerson (CBM) Amit Gurnani (CS) Richard Langhorne (CW) Virginia Ivey (CT)
LAUNCH EVENT // Leviâ€™s would invite top fashion designers, stylist, and fashion magazine editors to a dinner cruise at a hydroelectric dam, such as this one just outside Buffalo, NY. The fashion show would then be projected onto the dam throughout the evening.
From the casual runner to the performance runner, New Balance makes shoes for all ages. And, those who run do it for a lifetime. STRATEGY // Salute the veterans of running. Copywriter // Adam Wolinsky
EVENT // The New Balance Geriathlon would feature age 65+ athletes from 65+ counties.
SHWAG BAG // Contestants running the Geriathalon would receive bags containing water bottles, visors, Centrum Silver, medical bracelets outfitted with a timing chip, tshirts, and bumper stickers.
Tombstone is an inexpensive frozen pizza that gets lost in the crowded freezer case among other brands offering the exact same thing. STRATEGY // Create a new line of frozen pizza that capitalizes on the brandâ€™s non-italian sounding name. Copywriter // Simon Philion
WEIGHT WATCHERS // POP-UP STOREFRONT DESIGN
WEIGHT WATCHERS // FOOD TRUCK DESIGN
MILLER LITE // LA DODGERS STADIUM PARTY DECK DESIGN
MILLER LITE // TURN ONE DECK DESIGN AT CHICAGOLAND SPEEDWAY
see more at www.sarah-thomas.com
portfolio of Sarah Thomas, VCU Brandcenter 2011