Why just be a man, when you can be a king?

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WHY JUST BE A MAN,
WHEN YOU CAN BE A KING?

This was a group collaboration: Anne Ren, Jenna Kirkup, Minkoo Kang, Jennifer Ruston, Lisa Song

CLIENT: King's Crown (www.kingscrown1774.com)

TASK: Create a low budget contemporary digital campaign using social media to raise awareness of the “Kings Crown experience”

TARGET: The Millennial modern man - stylish, savvy and authentic.

STRATEGY: (Product + Man) Introducing purchase with purpose. All executions put emphasis on being the first brand to provide men with an philanthropic opportunity through direct donations made to charities from purchases.

INSIGHT: People are quick to judge Not every man wants to directly stand out in the crowd, butevery man desires to be recognized for his strengths.

BIG IDEA: “Why be just a man, when you can be a King.” King’s Crown does not only takes care of men’s appearances, but also inspires them to be better and aim higher. This campaign inspires men to join theKing’s Crown community and choose to be the best version of themselves.

SOLUTION: Speak to the qualities and attributes of a man through introspective inspiration of men. Qualities and attributes are expressed through quotes.