Don't Hide Your Pride

CHALLENGE: Elevate the national perception of the hot dog utilizing the Wienerschnitzel brand.

SOLUTION: Through research, our team understood that perceptions were indeed hurting hot dogs and that to strategically improve their perception, we would have to create a trend that would last rather than a fad. Through establishing trend followers as our target audience, we learned that authenticity is very important to them and that they are often vocal discoverers whose authenticity drives their pride. This led us to our strategy of normalizing hot dogs in a way that pushed this audience to feel comfortable being themselves and proudly indulging in a hot dog. Simply put, we led with "Don't Hide Your Pride."

To connect with a primarily young female audience, we selected warm, feminine colors. Additionally, the paint strokes embodied the audience's desire for expression through creativity (and possibly through condiments) and the hot dog pattern was created to set a playful tone and keep hot dogs at the forefront. Ultimately, each creative execution took into consideration trend followers' hunger for experiences and the ability to be authentically themselves. See for yourself, and learn more about the research and strategy behind this campaign by viewing the full plans book.

COLLABORATORS (DESIGN + PHOTOGRAPHY): TYLER LOEBIG, JOSH HOEPNER, SAM CEJDA, ALYSSA HINES & ABIGAIL NICHOLAS. Other peers were involved in regards to copy, concept, strategy, and research for this campaign and are listed in the plans book.