Wienerschnitzel was the 2019 National School Advertising Competition client. Tasked with the need to change the perception of the hot dog, our team came up with the strategy that hot dogs make any day a celebration. Our big idea: Go beyond. Go Schnitz.
A term’s worth of work went into (literally) elevating the hot dog through a revamped retro color palette and clever design. I spent many sleepless nights contributing to the art direction and design of this campaign with an incredible team.
We placed first in the District XI regional competition and overall placed 11th out of 120 teams nationally for our campaign.
View our plans book and executions below.
Intended to target our “Trendmaker” audience
Intended to target the Hybrid - “Connectors” audience
Instagram stories, programmatic Instagram posts, and Facebook posts
A photo op to feel the Schnitz!
Wienerschnitzel swag for dog influencers and neon logo sign to be displayed in the background of Twitch streams
Elevating the hot dog through light and airy design and witty taglines. Additionally, we offered some lines in Spanish to account for the over or close to 50% hispanic population within the Southwest U.S. audience (see plans book above).
A convenient all-inclusive app complete with hot dog loading page, daily rewards, and other features like a store locator.
Appealing to “Trendmaker” beach goers with a high recall rate (see plans book above)