The Marcus Graham Project
2013 Icr8 Bootcamp: y5 Agency

I spent May through August living, laughing, arguing, and creating with 13 other millennial advertising geniuses. The video below gives you a look into how I spent my summer.

Meet my agency:

- http://yfive.co/
- http://y5agency.tumblr.com/

Our Work was Presented at Adweek!

Through a partnership with Microsoft Advertising, and our summer client LISNR, we are evolving the way brands approach the millennial generation. Representatives from our agency presented our strategy at a panel during AdWeek 2013 in New York City.

Clients:

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LISNR is a mobile app that rewards user engagement. By downloading and participating, event-goers and other consumers can unlock a whole new experience.

LISNR

Case: LISNR is just exiting a successful funding stage. The good news: Money. The bad news: all of their communications are skewed towards attracting B2B attention.

They haven't addressed consumers directly with any of their communications, or identified a core brand benefit.

Solution: Amplify and enhance their brand's foundation by re-tooling their messaging to appeal to smartphone users. We also developed brand activations for college campuses and retail locations, expanding LISNR's tech use outside of just musical events.

Role: Account Manager, Strategist, Copywriter
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Glamour Rx is a local Dallas-area makeup brand. They provide makeup services and products to consumers through a network of professional makeup artists.

Glamour Rx

Case: Talking with the owner/CEO about the philosophy, values, and goals behind her brand, we saw a discontinuity. The way she described her passion, and the way her customers talked about their experience, were not present in her original branding.

Solution: A complete re-branding, taking into consideration the values the client described and her customer's reflections. We developed a new logo and color palette that were used on a re-designed website and packaging.

Role: Account Manager
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Uber is a mobile-app that provides on-demand car service to your exact GPS location. Payment is handled directly through the app and allows users to leave driver reviews.

Uber

Case: Uber came to us looking for creative ways to get new users by targeting specific market segments including:
  • bars and restaurants
  • health care
  • hotels
  • recreation
Solution: We took a step back and tried to identify the common ground between these verticals. Where were new users going to be in the city, before partaking in any of these activities?

The Airport. The airport is the gateway to a city, and we took full advantage by placing Uber's brand in front of travelers looking to explore the city they just landed in.

Role: Strategist, Copywriter
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A campaign for peace in Congo. Falling Whistles is a non-profit organization providing support in search for a solution to the conflicts in Congo.

Falling Whistles

Case: Falling Whistles is inspired by the revolutionary spirit and human potential for creating positive change. They tasked us with creating messaging conveying these ideals and building interest in joining their cause.

Solution: Propaganda-esque posters and web videos inspiring viewers with the history of social movements. We empowered viewers to harness their potential and make a positive change in their community.

Role: Copywriter
Find out more about The Marcus Graham Project: marcusgrahamproject.org