Sue O’Who

UPSTARTS

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WHAT IS UPSTARTS?

The Institute of Creative Advertising & Design (ICAD) Upstarts is a short intensive course in which participants answer six briefs in six weeks. The programme culminates in an exhibition to showcase the work.

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CLIENT
Allianz

THE ASK
Allianz has launched the ‘Allianz Safe Driver’ app that promotes young driver safety by tracking trips. Create a campaign to show that Allianz wants to insure young drivers. However, not on their own cars but their parent’s cars.

MY RESPONSE
A surreal campaign of a mum who hides in the family car in the lining of the car seats, in the boot or on the top of the car. This shows how worried she is without having eyes on her child, driving alone.

While explaining these worries/ fears she is doing this by singing a remix of “I will survive”.

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CLIENT
Strong Roots

THE ASK
Develop a campaign to position Strong Roots at the forefront of the movement to minimise food wastage, while consuming healthy, sustainable frozen food.

MY RESPONSE
Strong Roots will change their packaging to beeswax. So when you are finished with your strong roots food you can then reuse the packaging to hold fruit and vegetable or really anything in your fridge. You can use it as an alternative to tin foil, cling film etc...

This will be used as guerrilla marketing and to hopefully start a conversation with colleagues, friends etc...

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CLIENT
ICAD Upstarts entry Brief

THE ASK
Artificial intelligence companies are delving further in the replication of real people, AI dolls as companions are growing in popularity. Create a campaign aimed at single people who are looking to settle down, convincing them that an AI doll is the perfect life companion.

MY RESPONSE
A back to basics campaign which nods to the irony as this service is from the tech industry
Which is precise and clinical so having something tactile and human is a playful twist on the fancy ad you would expect to get with an AI Doll.

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CLENT
EPIC. The Irish Emigration Museum

THE ASK
We want to create a visible outdoor campaign to attract people who live in Dublin to visit EPIC.

MY RESPONSE
Giving a new twist to Dublin's famous statues by making the statues they see every day a new twist. To make them stop and look and cause some disruption into their everyday lives and to explore their city with new eyes.