For the final project in my graduate Multimedia Content Creation class at DePaul University, I was given a creative brief for The Quaker Oats Company. The brief explained that many Americans skip breakfast and use energy drinks/coffee to make up for the energy loss, despite those being less effective than a balanced meal. The brief gave no specific demographic, but stated the ultimate goal of increasing Quaker sales.
I created an Instagram ad where I wanted to cater toward a younger audience as that is more common there. I feel that a reason many younger people do not eat oatmeal more is because it is seen as boring. To combat this, I made an ad that highlights the versatility of Quaker oats with recipes that can be found on the Quaker website
Since Facebook has an older demographic, I focused this ad on families. It also addresses the misconception that breakfast takes too much time. To do this, created the campaign "Take Time to Save Time". This campaign centers on the idea that taking the time in the morning to have a balanced breakfast will save you time later with few coffee breaks and overall having more energy for the things that matter. A simple concept communicated here through a picture of the Quaker oatmeal breakfast connected to the heartwarming picture of a family bonding.
I build on this campaign with two humorous radio/podcast adds poking fun at some relatable real life situations where having more energy from a Quaker breakfast would be helpful.
