In April 2019, I competed in the National Student Advertising Competition as a part of Temple University's team. In this competition, schools from all over the country are challenged with creating an advertising campaign for one client. This year, it was Wienerschnitzel, a fast food chain located on the West Coast that is popular for its hot dogs.
While we were given an entire brief, the one main goal this company had was to elevate the perception of the hot dog in general. This created a unique challenge for this competition, because we not only had to make advertisements for the company, but we had to come up with a very unique way to elevate the perception of hot dogs nationally.
COMMERCIAL- FRANKLY DELICIOUS
The challenge: to come up with a creative, bold way to raise the perception of the hot dog. The result: a show that would air on Amazon Prime Video (a popular streaming service with the target demographic) that would showcase the culinary process of creating amazing hot dogs while also uncovering hometown heroes.
Part travel, part docu-series, part culinary adventure. This 10-episode original series cooks up a cross-country expedition filled with hometown stories and delicious food. In each city, we craft a unique hot dog to represent the towns we visit and the extraordinary people who call them home. We give you: Frankly Delicious.
A TASTE OF INSIDE THE PLANS BOOK...
There is no better way to create a cultural shift with the hot dog than by delivering our message on one of the biggest nights on television. A Super Bowl ad generates a massive amount of impressions when consumers actively pay attention to advertisements.
The ad is disruptive in its simplicity, directly contrasting the noise of typical Super Bowl ads. We present something meditative and give the viewer a break. Viewers go somewhere they imagine, instead of us showing them. A special place where there was happiness and a hot dog.
Featuring free samples, free wireless internet and charging stations, travelers are removed from the tedium of waiting for a flight and transported to a worry-free, grass-filled cooking experience. Scented luggage tags will also be provided, taking Wienerschnitzel on the flight with the consumer. The scents will bring you back to summer with coconut suntan lotion, fresh cut grass, and a sizzling grill.