Annie's Mac and Cheese Campaign:
Capstone Project for Annie's Homegrown, Targeting Athletes

The Client.

This was my final Capstone project for my Media Arts and Design major. Students were assigned groups of five, and each of these groups could choose a brand to create a campaign for, over the rest of the semester. Additionally, the target market for each group's campaign was not allowed to be the company's current target market. Our group chose Annie's Mac and Cheese, because we liked their branding and thought they had a fun product.

Deliverables.

Every group had to create:

1 agency logo
1 product placement idea & mockup
1 guerilla ad
2 out-of-home ads
3 print ads
4 social media posts/ads
4 social media posts/ads for a lesser known social site/app
1 tv script & ad
1 "viral video" script & ad
1 campaign book encompassing everything.

To see the entirety of our work, scroll to the bottom of this page for the campaign book. My review here will focus mostly on my contributions.

Research.

Our research contained both a survey and a content analysis. First, we decided that our target market was going to be "people who exercise." From there, we went to local gyms and asked people questions about their exercise habits to help define the target a bit more. Then, we did a content analysis of Annie's reviews to learn more about the brand and people's perceptions of the brand.

More information on both research methods can be found in the campaign book at the end of this page.

This is a chart derrived from our survey. It shows people's perceptions of three different mac and cheese brands. Dark purple is Annie's, light purple is Kraft, and pink is Velveeta. The size of each word indicates the frequency of people who used that word to describe the given brand.

My Contribution.

While we tackled different parts of this large project, my main responsibility was creating bunnies for us to use in the advertisements. I created bunnies for print ads and social ads, I made patterns for us to use throughout the different deliverables, and I drew animations for the videos. This was the most time-consuming part of the effort.

Here are some of the other things I did:

Created, designed, and managed the campaign book. At the end, I edited everyone's contribution for consistency.
Administered surveys, did part of the content analysis, and created graphs, charts, and other methods of analysis for the research.
Sketches (as required from each member).
Took the majority of photos used in all of our media.
Wrote the storyboard for the tv commercial, and led filming for this commercial.
Put together the guerilla ad mockups.
Created our agency logo.
Put together one of the out-of-home ads.
Animated for the tv and viral video ads.
Provided everyone else with bunnies, and updated those bunnies as needed to fit the project.

In the end, I drew a grand total of

in three weeks.

555 bunnies

Sketches.

Sketching was a huge part of this project. These are just a few of the sketches I completed for this project. Combined, we drew over 100 sketches for the various deliverables.

Photos.

These photos, plus TONS others, provided a lot of content and inspiration for this project.

Animations.

This was by far, one of the most difficult things I've ever done. Although these animations are a bit crude, I've included them on this site because I'm incredibly proud of them. I had little to no animation experience going into this project. I had an interest in practicing animation to expand my skillset, and I dove in headfirst to this part of the project, equipped only with the confidence that I could do it.

In a little less than three weeks, I hand drew these bunnies (the majority of the 555), put together these videos from start-to-finish and then overlayed the bunnies into the animation. It required intense dedication, patience, optimism, and excitement, and I'm honestly very happy with how they turned out.