At Least Its On Brand | Frontify

✒ I conceptualized and executed Frontify's first major brand activation campaign, "At Least Its On Brand," which featured intentionally generic billboards with Lorem Ipsum placeholder text in prime locations across London and New York City. The campaign made a bold statement about brand consistency by playfully highlighting what appears to be a mistake while demonstrating Frontify's brand management capabilities.

The strategic multi-channel campaign included:

• Strategically-placed OOH billboards in two global creative hubs; one during New York's Advertising Week
• A viral social media component, partnering with One Minute Briefs to drive user engagement with submitted content. We trended on Twitter (X) with the hashtag #AtLeastItsOnBrand
• A philosophical long-form article examining the rise of "empty branding" and how brand cosistency can be a double-edged sword
• An integrated online campaign, together with partnerships with Creative Boom, Creative Review and Its Nice That, where we continued the Latin copy with a "mistake" newsletter and social post.

The campaign resonated strongly with our target audience of brand builders, simultaneously demonstrating how Frontify's brand platform helps companies maintain brand coherence, and acknowledging that creativity can exist within the confines of consistency.

As the ideator and creative lead, this activation exemplified my ability to develop conceptual campaigns that generate meaningful conversation while delivering the brand message with a refreshing twist. As the copywriter, this was one of the easist projects I ever wrote!

Client: Frontify
Design Lead: Hugo Timm
Project Manager: Alba Torregrossa
Social Media Manager: Mike Horton