ABOUT

Brief
Create a campaign to raise awareness and position Graffigna as the choice for young “urban adventurers,” while capitalizing on the brand’s Argentine heritage for summer grilling season.

Approach
Building on a key brand equity, the “G Effect,” we developed a 360 campaign centered not just on the narrow idea of grilling, but on a broader, more emotional story — good friends gathering on a perfect, unforgettable summer night. And, of course, the chance to win a Big Green Egg grill and an Argentine asado dinner for 8 from Goldbelly.

Campaign Components
Digital advertising, custom video and photography, campaign microsite, sweepstakes, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)

Results
4,182 sweeps entries; 2,368 new email signups; 15,763 unique microsite visits; 297% increase in reach on Instagram

My Role: Creative Director
campaign concept, video and photography concept and shoot direction, motion design, graphic design, team leadership