Kodak
Art Direction, Re-branding, Strategy
Aim: Kodak has always believed in creating memories and uniting people together. Hence, this campaign aims to link peoples past to their present by creating awareness and appreciate cultural values of migrants in USA.
The Insight: As America is generally recognized as a nation of immigrants, the issue of striving to feel connected and validated in our culture while being a part of “American culture” can feel like a balancing act.
Target Audience: International immigrants (18-26) who travel to the United States for opportunities (work, school, war, etc.) - Still holding onto memories from back home and longing to live every part of their cutlure.
Key Message: Don’t fit in the frame. Stand out.
Team: Mahek Talaviya, Joshua Jamili, Melissa Mazur, Menaka Deepak
Winner of American Advertising Awards - Augusta
Silver ADDY - Cross-Platform - Integrated Advertising
Campaign - Consumer Campaign
Silver ADDY- Cross-Platform - Integrated Brand Identity
Campaign
Shortlisted for "Advertising :Branding Campaign"
for the Young Ones ADC Awards 2023
Instagram - Posts
Instagram - Stories
Instagram - New Features
This feature would leads users to gain knowledge about a cultural heritage, festival, celebration, etc. It would enable users to be educated about the different origins and cultural background of people they are constantly surrounded by, and can respect them.
These will be placed in major cities like NYC, Boston & Chicago and other cities with a major population of immigrants who have moved for school & work opportunities.
OOH - Posters
Images for these OOH ads will be taken from users who post their images with the hashtag #BreakTheFrame
People will get a chance to customize the postcard with a photo of their memory of home. They can then share this with their friends or relatives. An initiative that will act as a conversation started and allow people to share their cultural backgrounds to educate others.
Post Cards
OOH Posters
Some of the users will be eligible to win a chance to visit their home country as a sponsored tip by Kodak. Their stories and experiences from that trip, captured on Kodak will be translated on to OOH Posters in major cities in the US.
National Geographic x Kodak
Kodak takes over one month production for National Geography. A collectable photo zine will be created to showcase stories of selected contestants chosen by Kodak. Users are encouraged to send photos from their culture and caption them innovatively - to get a chance to get featured on National Geography magazine.
Each spread will be a different cultural respresentation with extended stories from the poster ads.
Zine
This microsite serves as a one stop information point, where users can upload their photos to custom order their post cards and purchase their copy of the zine for the duration of this campaign.