campaign overview
This project was a campaign strategy and production excercise done with a partner. The Client was The Elvis Presely Foundation, who has noticed a significant decrease in Elvis' relevance in the younger generations. The goal of the project was to design a "re-launch" of the Elvis brand in order to spark interest in a new audience.
My partner and I decided to create a collaborative charity album where a group of popular contemporary artists cover the top 20 Elvis songs and release them in partnership with Shatterproof, a drug prevention and rehabilitation program.
The two of us indepentantly brain stormed and formed sketches of our own, then came together and found a style that accommodated both styles.
Album Artwork and Main Poster created by Anthony Guidice.
This is not just another album but a reimagining of The King’s music by modern artists, bringing Elvis Presley’s legendary tracks to a new generation. It offers something unique: Not just another “greatest hits” album but an artistic reimagination that adds value. This project also aims to target not just Elvis fans, but also followers of the contributing artists and potential new young fans while also celebrating music as a living art form: By allowing new artists to contribute their voices and diverse styles, it keeps the music and legacy alive and relevant allowing people to united through music. Having a good cause attached to the campaign will also swing some of our target market who are on the fence to purchase or stream the album. Our design aesthetic is monochromatic to keep that old style of photography relevant. while also using a hint of gold to represent royalty as Elvis is referred to as “The King”.
We didn't wan't the campaign to stop at simply promoting a big album because we knew that the album would quickly fade in the memories of the audience after a year. We developed Merch, Social media advertising, and home decor that felt stand alone enough from the album but was sold along side the vinyl in a discounted package. Therefore the shirts and posters would be viewed regularly for a longer period of time.
These assets were created by myself, Andrew Aldrich.
As fine as that campaign was, I wasn't satisfied. I felt like it wasn't enough and it didn't explore the possibilities enough. I later decided to re-open the project and start from scratch.
This initial goal was to introduce elvis to a new generation right? The previous target audience we settled with was too broad, and therefore the product really wasnt for anybody. I decided to launch a series of market researches where I created three vastly different products for different audiences within the millennial and gen z demographics, then surveyed those around me that fit in those worlds to see how they respond to the product. The markets included are 18-27 nomatic adventurers and outdoorsmen, ages 12-19 gamers and music fans, and 21-35 arts and culture connoisseurs. The products are as follows:
Travel sized trivia topically focused on elvis and 50's pop culture. Contained by a 100% recycled tin can that can fit in any pocket or travel bag. targeted to 18-27 nomatically spirited youth who enjoy wandering the outdoors and require little entertainment stimulous.
The lengthy video game series "Guitar hero" was killed officially in 2015 after trying to rebrand after the previous game in 2010. This product is named "Guitar Hero: Resurrected" as a knod to Elvis's repuation being revived as well as a game which is considered dead.
The final product I created was a social board game that compares artistic preference between players. I play off of the idea that art is "subjective" by pitting eachothers opinions against eachother and deeming one players subjective opinion as wrong. This game covers topics revolving around art and culture, targeting more of the slightly older liberal arts students or people who enjoy getting wine drunk with friends.
I surveyed 10 peers in each demographic group to see if they would be interested in purchasing the products.
"Trivia would be a fun impulse buy if it was cheap enough, but would get boring after one or two uses." - majority opinion of the grenola community.
"Guitar Hero would be a dope nostalgic game that I would be obsessed with for a little bit, but not worth it if I needed to pay for all of the controllers and gear that's required for the game. Those are expensive." - gamers.
"That actually sounds like a lot of fun, that would definetely come out for the right gathering, and It would'nt be too expensive to produce" - average response from arts and culture connoisseurs.
What Product would you more likely invest in including the three games, the album, and merch?
