Pediasure - Social Media Led Pitch Work
This was a pitch project for a multi-national independent agency that I led from a creative strategy and art direction
point of view, while working closely with my copy-partner and a freelance art director at Serviceplan, Dubai. The pitch was for the Abbott business and the project was Pediasure. The brief was a social media led Hero, Hub, Hygiene based creative communications platform that the brand could employ over a period of one year. We worked on 2 routes, taking one of them all the way through. The project was conceptualized and executed in just six days.
The proposition was to target mothers of children who are fussy eaters as that was identified as one of the key reasons for slow growth amongst 50% of the target population. The key market for this campaign was Saudi Arabia. The creative work was developed to help young mothers to identify, assist and overcome this problem through the various types of ideas.
The pitch apparently went really well for the agency although the client decided to remain with the incumbent agency at the end of the process.
NOTE: All images and videos used in the creative work below are from YouTube, gettyimages and/or shutterstock and have not been released or produced in anyway beyond the purpose of the pitch. If there is a copy-right infringement of any kind do let me know and I will remove the said piece.
ROUTE 1 - RECOMMENDED BY PICKY EATERS
HERO CONTENT - Mood film, Story-board and Concept Key Visuals
HUB CONTENT - Engagement and edutainment ideas for the mother and child
HYGIENE CONTENT - Snackable informative and educational content for regular enagagement
ROUTE 2 - GROW WITH CONFIDENCE
