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Morning Mug Campaign

Project Type

Morning News Campaign

Role

Creative Lead and designer

Get morning people
Who want friendly company in the morning
To watch 13 ON YOUR SIDE Mornings
By connecting them to the friendly, positive people on TV.

The idea:
Needing to POP out of typical cliche news advertising, I used striking colors and positioning to grab people's attention and reinforce the friendly nature of the team. These are not stoic, aloof news anchors, they are close friends who can be your friends. I focused on our red coffee cups which the anchors used on set and worked to make it an icon.

Results:
Morning Audience Share A25-54: up 10% over campaign
Requests for mugs from viewers on social: dozens, up from none

Wanted a design that stood out and caught people's eye. Simple. Bright. Unique. This stands out on the side of the road. Wanted to turn these faces into recognizable ones, and convey the simple information: to see these fun people, tune in at this time.

Using the same design as the billboard, I translated it to pop whenever it's in your field of view. Seeing this coming down the road caught your attention any time.

This is a simple example of the animated end slate which closed out our tv commercials.

The morning mug idea translated for digital, this time hitting the two main differentiators of our morning show.

The horizontal nature of the mug shot did not translate well to the vertical format, so I used one of the many other shots we took to stay in the same style as well as hitting the two differentiators again.

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