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Advertising Capstone: Route 66
Location
University of Oklahoma
Norman, OK
Date
May 6, 2024
Role
Strategist
Project Type
Full Advertising Campaign and Pitch
After a semester long project, my team, McQueen Media, set out to increase sales tax revenue through a sentimentally driven campaign proposal to the Oklahoma Route 66 Centennial Commission. Our tagline was "Good to See You" following the tension that Gen X parents are looking to spend more "unplugged" time with their Gen Z children who are starting to have their own adventures. A core finding of our research was that Gen Z knows they are loosing time, while Gen X doesn't realize they are.
Our campaign competed against five other teams, wherein our campaign and initiative won the senior capstone competition. The client noted the project nailed the brand voice without sacrificing the younger Gen Z audience, while also communicating a unique the tension point.
