In my Creative Campaign Messages class, my teammates and I were tasked with devising a creative campaign for Caribou Coffee, our agency's account. Through conducting background research, we discovered that Caribou's recent merger with Einstein Bros. Bagels (to form Coffee & Bagels) uniquely positioned Caribou in the market as a place where customers could enjoy a meal courtesy of the coffee experts and the bagel experts.

 

Customers already loved each brand's food and drinks individually, but now they could enjoy what these two brands had to offer in a convenient one-stop shop they would love!

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As the agency's Creative Director and Copywriter developing this campaign in early February, I kept it simple and went with a universal (and timely) motif: love! Specifically, that heartwarming middle-school-style " CC + EB = <3 " type of love, showing the love shared between these two brands and the love customers would have for their new partnership. 

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Our agency created four "love equation" magazine concept designs: a carved tree, whiteboard, notebook sketch, and a foggy bus window - conveying that two really is better than one.