GIVE EMILY AN [A]
[Spec work executed by Emily Corbin [Strategist, Art Director, Copywriter] at Parsons the New School for Design]
HERE’S THE THING //
How do you convince your advertising teacher during your final presentation that you deserve an A in his class? You beg. Because anyone in advertising knows that you gotta play to your audience’s emotions.
But you beg smartly. You beg by showing him that you can, in fact, design + implement a successful advertising campaign [from brief to insights].
All in just one week.
THE INSIGHT //
EVERYONE HAS AN INNER NARCISSIST.
Because who doesn’t love themselves, even just a little bit.
THE STRATEGY //
Use narcissism as the subtle undercurrent of the campaign’s message. Give everyone the false sense that they can help me get an A. [You] got milk? [You] just do it. [You] give Emily an A. Make them believe that they have the power to sway my teacher’s decision. Make it seem like this campaign is, selfishly, just about me…when, really, it’s all about you.
Plot twist.
THE CAMPAIGN //
GIVE EMILY AN [A].
In one week, social media posts about the campaign received a total of 164 likes, shares, and retweets and generated 72 uses of the hashtag #giveemilyanA. The QR code on the print advertisements yielded 10 scans in the 24 hours before the majority of them were taken down by facilities. One scanner commented:
