jeff fortune's portfolio
DESCRIPTION
online, portfolioTRANSCRIPT
THE PURSUIT OF THE PERFECT STRATEGY CAN LEAD TO REALLY
SMART AND BREAKTHROUGH CREATIVE WORK
jeffrey N.
fortune II
Creative Strategist
- JNF
It can a
lso be
the
root ca
use of
a
bad case
of
insomnia
I’ve spent the last two years of my collegiate career at the VCU Brandcenter mastering the art of speaking to
people in a way that moves them. Technically I’m studying to become a communication strategist but my curiosity
has helped me to also become a bit of a brand manager, art director, copywriter, and cultural anthropologist. At
the end of the day I’m really a hybrid of all of these disciplines and so I like to think of myself more as a Creative
Strategist.
Throughout this book you’ll find a collection of some of my favorite campaigns and projects that I‘ve worked on in
the last two years. The collection ranges from innovative media based projects to strategic re-branding
campaigns constructed for actual clients. There’s a good representation of both individual and group work
showcased throughout the book. Both of which I’m proud to say have strong strategic direction from the begging
insights and strategy to the creative development and implementation.
My take on the industry, is that good planners are more than just the consumer representative for the agency but
have evolved into more of a jack-of-all trades: a planner, researcher, anthropologist, brand manager, and
everything in-between. For me that’s one of the biggest reasons I became a planner, to let loose this
unquenchable curiosity I have for culture and the world around me.
Which I think has worked out nicely, seeing as planning is really founded on the concept of finding those precious
insights that can catapult a brand to the next level. Now, I am by no means a creative director but I do have a
passion for design and smart creative work, for I know as a planner it’s my insights that help to bring a campaign
to life.
I like to think of myself as being the Agent 99 to the agency’s Maxwell Smart, you know the brilliant sidekick who
cooks up the plans to save the day and then steps to the side to let the hero work their magic! I hope you enjoy
exploring my work as much as I did putting it together.
- Jeff Fortune
JEFFREY NICHOLAS FORTUNE II806.577.9612
EDUCATIONVirginia Commonwealth University, Brandcenter, Richmond, Virginia
Master of Science in Mass Communications with a concentration in Advertising
Texas Tech University, Lubbock, Texas
Bachelor of Business Administration with a concentration in Business MarketingGraduated Fall 2006
Graduated Spring 2009
EMPLOYMENTStarcom Mediavest, Media Intern
Assisted in the development and presentation of the creative briefing for all Disney 2008 summer theatrical releases.
Negotiated and constructed media placement solutions including add-value delivery for all summer 2008 strategic media plans.
Worked closely with the consumer insights group to develop integrated strategic recommendations for the launch of the new Disney XD television channel.
Hill Holliday Connors Cosmopulos, Intern
Worked with the Dunkin Donuts Team to help integrate the America Runs on Dunkin Campaign among young professionals in efforts to cultivate an organic digital community.
Assisted in the conceptualization and implementation of the “Free Iced Tea Day Promotion” among five New England regions. Integrating traditional media placements as well as digital promotions to help drive awareness and participation.
Collaborated on and produced a brand identity analysis for the Dunkin Donuts Brand in regards to young professional’s perception of their new breakfast menu.
EXPERIENCE
Conducted a variety of qualitative and quantitative research in order to identify GEICO’s business opportunity for the 18-30 demographic.
Designed and orchestrated a strategic plan upon the basis of engaging millennial consumers through non- traditional methods.
Established a branding platform based on the insight of celebrating the individual sports cultures within the X-games.
Developed a 360-degree branding campaign that engaged consumers at multiple touch points through a unique selection of media interactions.
Conducted and synthesized over 50 personal interviews in order to uncover hidden stigmas harvested by action sports enthusiast.
Summer 2008
Summer 2007
Geico Strategic Communications Plan
The X- Games Cultural Exploration
JEFFREY
NICHOLAS
FORTUNE II
BY THE THIRD GRADE
i think one of the best consumer insights
I DRAW A COMIC STRIP
A HUGE ARSENAL FAN SOMEWHERE
I had become a whiz kid at fixing mechanical
pencils and somehow that transpired into me
entering college as an engineering major!
the world has ever known can be credited to a little underground bar in Boston. Who somehow stumbled upon the insight that
after a hard days work
Two years ago I sang in a karaoke bar with the one and only Charles Barkley and I have pictures to proof it! Who would have guessed that he was such a big Rod Stewart fan.
I BECAME
BETWEEN MY FRESHMAN AND SOPHOMORE YEAR OF UNDERGRAD... AND IN THE PROCESS I ACQUIRED A SLIGHT ENGLISH ACCENT FOR SOME REASON.
LO
OS
EL
Y B
AS
ED
UP
ON
MY
SL
EF
.
EN
TIT
LE
D T
HE
PR
EC
AR
IOU
S L
IFE
OF
BR
AN
ST
ON
P.
AN
SW
OR
TH
III
IT H
IGH
LIG
HT
S
SO
ME
OF
MY
UN
FO
RT
UN
AT
E
MO
ME
NT
S
I HA
VE
AM
BIT
ION
S
OF
MA
KIN
G IT
INT
O
A B
OO
K W
ITH
IN
TW
O Y
EA
RS
.
TH
E F
IRIS
T
TIM
E I
PR
ES
EN
TE
D
TH
E S
TR
IP
pe
op
le
TH
OU
GH
T IT
WA
S A
N
AN
IMA
TE
D
MIC
RO
PH
ON
E.
BRICK COLLECTION
YEAH I GOT ONE. WHY?
I REALLY DO NOT KNOW!
“YOU WANT TO GO WHERE EVERYONE KNOWS YOUR NAME”
A FEW OF THE THINGS I
Can
HATELOVE
ROLLER-COASTERS
ROACHES
SPONGE CAKECALCULUS
CO
GS
GRAPEFRUIT
LAZINESSBUFFETS
VINYAL
RECORDS
FUTBOLCULTURE
LIV
E M
US
IC
TEXAS TECH
CH
INE
SE
F
OO
D
ART
NC
AA
AN
YTH
ING
I HAVE HAD MY
FACE FEATURED
ON THE SIDE OF A CITY BUS
"When your PASSIONS and PURPOSE are greater than
your FEARS and EXCUSES
YOU WILL find a way."
SOMETHING I LIVE BY:
NOTHING IS BETTER
THAN CHINESE
FOOD AND A GRAPE
SODA AT 2AM
A QUICK LOOK ATA MASH UP OF MY LIFEAND ALL THE LITTLE THINGSTHAT HAVE MADE IT SO GREAT
ENJOY!
III
HONDA RUCKUSCAMPAIGN OBJECTIVEThe honda ruckus had established itself among the scooter category as the tough, gritty, bare bones, urban ride for the
unconventional rider. Due to its immense popularity and a short sighted distribution model retailers couldn’t keep their in-store
supply high enough to meet the demand. Therefore Imposing a 2-3 month waiting period for consumers to receive their scooter.
Our team was asked to alleviate the negative connotation that came with this waiting period and turn it into a positive brand
experience.
Insights and FindingsThe first thing we discovered was that the Honda Ruckus had established a formidable community following within the scooter category and people were looking to own the scooter immediately.
Although buying the scooter new was the general preference , the 2-3 month waiting period was enough of an deterrent to push people to find alternative purchasing options aside from Honda dealerships (Craigslist, Ebay, Newspapers, etc) regardless if that meant purchasing an inferior scooter.
There was no real incentive to buy the Ruckus scooter new! All of the downfalls that normally would make a vehicle less desirable such as dents, scratches, and alterations where seen as badges of honor for the personality of the Ruckus rider.
Buying a used honda ruckus is almost more appealing to the ruckus rider because it presents a since of history with the scooter and shows that it has earned its stripes.
CBM: MEAGAN SACKETT CS: JEFF FORTUNE AD: JEENAL SHAH CW: TONY COLLINS
strategy“Good is worth the wait”
We developed our campaign upon the basis that the honda Ruckus wasn’t just a scooter you buy, but rather it was a “fraternity of Ruckers” you pledge into.
We took the 2-3 month waiting period and used it as a time for future ruckus owners to prepare themselves to join the Rucker fraternity. Allowing them to become more engaged in the process of ordering their scooter and discovering the culture from the time they order until delivery. We developed an interactive campaign that engages the owner on a weekly basis in order to change their perception from
1. Get your own Ruckus, make your own memories.
2. Somethings are just worth the wait
We wanted to address the business problem that Honda was currently facing in the fact that prospective customers were purchasing their Honda Ruckus from third party dealers.
So we appealed to the emotional connection ruckers have with their scooters and showed them the beauty of purchasing their scooter new. Illustrating that every dent and scratch is a part of the story they forge with their scooter. The war wounds on their scooters are memories, their stories, and their uniquely their own.
Waiting for a Ruckus to Preparing to be a Rucker.
In our communication we focused on highlighting two major points:
We knew the personality of the rucker was unconventional and unique. So we wanted to play on those characteristics and relate them back to the scooter itself. Telling the rucker that we’re not just some cookie cutter scooter off the assembly line, we’re as original and authentic as you are... and that level of greatness takes a little time to perfect.
Competitive Situation
Common Themes Among Competitors
1. Enduring The StormScooter manufactures are now capitalizing on the message of fuel efficiency more than ever before. The objective of providing people with a long-term solution to the transportation crisis and quantifying the savings has become a common business goal within the industry.
2. Superiority In SmallThe smaller is better syndrome has flourished within the automobile industry and has attached itself to everything from fuel efficiency to performance reliability. The scooter manufactures have collectively jumped upon the smaller is better bandwagon and have taken the message a step further by championing the concept that scooters above all are economically wiser.
3. Allure Of The Unconventional RiderThe typical profile of someone who uses a scooter as their primary source of transportation looks at life differently and scooter manufactures are celebrating that uniqueness.
Competitive Situation
Piaggio Vespa
Brand EssenceAt the heart of the Vespa brand you’ll find that it was established upon simplicity and enjoyment.
The company shares a rich heritage with Piaggio that dates back to 1884 and over time has become the iconic symbol of the scooter category. Vespa is perhaps best known for its stylish and unmistakable minimalist design.
The Vespa's traits are lovely, but it is essentially made for those who aren't well off. It amuses without forgetting its primary utilitarian function.
It is free and nonconformist, without letting itself go as far as the roars and violence of speed.
Advertising
The legendary "Vespa riders eat the apple" campaign's graphics introduced mature pop art in Italy and pre-announced the mutation of pop art into the hippie and new dada styles. The
Vespa is probably an immortal objet that unites generations and social classes, sexes, tastes and trends. A rapid overview of the themes that have featured in the communication of the Vespa shows us the overall evolution of Italian society (and perhaps all of Western society).
EnertiaBrand Essence
Enertia is without a doubt the “AL Gore” of the scooter industry combining a practical design with a focus on environmental sustainability.
The Enertia electric motorcycle seems to regarded itself as more of an environmental experiment in green technology rather than a legitimate monetized motorcycle manufacture.
Advertising
The Enerita Motorcycle is designed and sold under the Brammo Motorsports banner. There is relatively no advertising for the bike as it has just gone into production late last year. Although , due to its environmental and technological breakthroughs it has garnered press from a number of sites including Fastcompany, Gizmodo, and Wired Magazine
Tagline: “Enertia is momentum for change.”
Competitive Situation
PiaggioBrand Essence
Piaggio is the “Steve Jobs” of the scooter industry; masters at finding ways to reinvent their products to best serve their consumers.
Piaggio started off in 1884 with a rich history of ship outfitting, railway construction, and aviation before giving way to developing practical and accessible means of transportation for post war Italy.
Piaggio is perhaps best known as the current holding company for the Vespa scooter brand. In Europe the Piaggio name is synonymous for innovation, design, and a commitment to superior technology.
The real essence of the Piaggio offering is in the fact that they have championed and proclaimed themselves pioneers of the three-wheel revolution.
Piaggio has set out to differentiate their scooter offering by developing the worlds first high performance three wheel scooter.
Advertising
Piaggio’s strategic direction is clearly aimed at owning the title of being the most technologically advanced and innovative scooter company in the world. The tone and imagery of their campaign is centered around capturing feeling of “Unprecedented Performance”.
BuddyBrand Essence
The Genuine Scooter Company is really the “Mark Cuban Ultra Fan” of the scooter industry, not really exceptional or ground-breaking in any of their product offerings just strong believers in the scooter culture.
From its inception, Buddy has been built simply on the premises of making quality scoters that appeal to the vintage scooter enthusiast.
Advertising
Tagline: “Capturing Unprecedented Performance.”
Tagline: “America’s smallest scooter company.”
The Genuine Scooter Company was established upon its founder’s, Philip MacCaleb, adoration for vintage scooters. Its been that same enthusiast reverence that has been illustrated through their advertising communication. Holding true to the vintage nature of the scooter while celebrating the new modern technology offerings.
creative executions
honda ruckus
digital
honda ruckus
We wanted the ruckers to be able to engage in the ruckus experience 24 hours a day so we created a web-site specifically tailored for future ruckers. Here they were able to:
creative executions
Locate the best rucker hang out spots
Interact with ruckers via message boards
Watch a videos of the best rides in their area
Get tips on how to customize their new wheels
Engage in pre-ruckus warm ups
Check on the status of their ride
Upload photos of bike modifications
Find tips on what not to do as a rucker
honda ruckus
In order to keep the ruckers engaged throughout the preparation period we developed some products that would be sent out to them biweekly. The items include a Ruckers Everything You Need to Know Guide, t-shirt and sweat shirt,
and Ruckus decals.
creative executions
non-traditional
centrumCAMPAIGN OBJECTIVE
Centrum had long been known as the multivitamin thats complete from A to Zinc. But outside of its iconic slogan people held a
very narrow perception of the brand and couldn’t understand how Centrum could differentiate itself from other generic brands.
Our challenge was to re-brand Centrum and establish a new and relevant positioning among consumers.
centrum
Insights and Findings
The first thing we found in our research was the fact that the Centrum brand had incredibly high brand recognition measures among people 18-55 years old. But in terms of brand awareness in their product offering only 20% of our respondents could name a Centrum product besides Centrum Silver.
Centrum had acquired an “elderly medicine” perception among people 18-34 years of age. Most people associating the brand with daytime television shows like the Price is Right.
1.
2.
3.
4.
We found that people were indifferent in taking a multivitamin because they had
established within their minds that it provided no tangible results. This lead to
what we called “Multivitamin Irreverence” among men and women 18-34.
Peoples feelings of indifference in taking a multivitamin were not solely directed
at Centrum but rather were shared of the entire multivitamin category. People
don’t understand the importance of the supplement, can’t see the benefits, and
have no reason in their mind to take it.
CS: JEFF FORTUNE AD: J.D. HUMPHREYS CW: JAKE DUBS
centrumstrategy
“Nutrate”
We used the concept of Nutrate in two ways.
We used Nutrate to combat the belief among 18-34 year olds that good health only requires exercise and dietary balance .
Informing them that only a multivitamin can provide them with 100% of the daily recommended nutrients for complete health.
We used Nutrate to simply tell people the importance of taking a multivitamin. In this aspect of our campaign we focused on just
being educators of the cause and not necessarily a product. We wanted to encourage people to find the multivitamin that would
work best for their needs.
We uncovered in our research that it wasn’t necessarily Centrum that needs a brand boost but its really the whole category of
multivitamins that needs to be elevated. So we leveraged Centrums equity as the current category leader and established them
as the purveyor of total health. Positioning them as the educator within the multivitamin category and authority of total health.
first
second
Ok, so Nutrate is clearly a word we conjured up and we know that our target audience is smart
enough to figure that out. But this target loves this type of simple humor when their interacting
with brands. Nutrate is a clever reminder for them to take their multivitamin and work toward
total complete health.
Nutrate: to cause one to absorb nutrients
The strategy for our campaign was founded upon the concept of Nutrate. what is Nutrate? well its a word that we constructed to
help centrum own the message that taking a multivitamin is a necessity.
centrum
OBJECTIVEOur key challenge is to overcome the current “grandfather supplement” perception and re-position Centrum by adding a new and relevant dimension to the perceived values that Centrum already incorporate.
WHO ARE WE TALKING TO?Our target audience is essentially anybody and everybody but we will focus our message at men and women 18-34. Were talking to people who are looking to improve and maintain their overall health. Our target ranges from people taking an active role in their health to those who simply don’t have the time to life an healthy lifestyle. Regardless of their diet they both desire to get all the nutrients their body needs. What their really looking for is a sense of nutritional insurance in a supplement. Our target is really more of a mindset then a demographic. These are people whom may not be taking active steps to improve their lives but have a desire to make a change. They want the assurance that they are getting everything their body needs but at the same time they don’t want any miscellaneous additives. Our target is looking for the one stop shop in good health. They live busy and complex lives and need a supplement that will provide a variety of benefits.
WHAT DO WE WANT THEM TO DO?We first want people to get in the mindset that a multivitamin is a vital component in maintaining a healthy lifestyle. And with that we want people to change their perception of Centrum and engraft the vitamins into their daily lives. Ultimately we would like our target to see beyond Centrum as just a multivitamin and start associating it as a vital part of unlocking their potential.
HOW DO WE REACH THEM? Our target audience are nothing less than media junkies and they are often suspended in a state of continuous partial attention. Multitasking between television, online, handheld devices and traditional media forms. This target spends on avg. 6.5 hours a day with media but are packing over 8.5 hours of exposure into that time.
target insightAlthough our target understands the purpose of Centrum they have still created a sense of “multivitamin irreverence” in their lives.
SINGLE MOST IMPORTANT THINGS.A multivitamin isn’t optional its a necessity.
CREDIBILITYA multivitamin is a multivitamin. But the thing that sets Centrum apart is the fact that it is the number one doctor recommended multivitamin. With its wide array of vitamins and minerals it offers reassurance that you are obtaining the proper amounts of nutrients needed for good health. Boosting specific benefits such as being the first and only multivitamin to lower cholesterol levels.
LOGO AND LEGAL REQUIREMENTSWe will have to be consistent in our verbiage and nutritional claims with Centrum’s current brand message. There are legal restrictions that refrain Centrum from insinuating that it improves or cures any medial ailments.
Centrum Brand brief
centrumcultural truth
Brand truthconsumer truth
A multivitamin is a multivitamin. Multivitamins are perceived as something you take as they become more relevant to your life
normally as you progress into old age.
What I really want is an insurance policy. A multivitamin that will ensure that I get 100
percent of the nutrients I need no matter how unbalanced my diet maybe.
We’re more than just an multivitamin, were a company that believes in the concept of total
health. The vitamin is just the beginning. At our core were about educating , informing, and
enriching lives through complete health wellness.
Interest
s s s
AwarenessSpread
shareConnect
sconnection planAfter we had solidified our strategy we created a connections plan to help illustrate how our
target would interact with the Centrum message through out the campaign.
interest awareness connect share spreadThe interest stage is
where we want to build a sense of anticipation
and intrigue around Nutrate.
The awareness stage is where we want to be seen as the educators of total and complete
health.
This is where we want our target to start taking Centrum and engaging in our total
health challenge.
The share phase is where we want to see our target pass on the
importance and benefits of Centrum.
The spread phases is really focused on the breath of people we
can reach in our campaign.
centrum
Full time studentPart time jobRamen Noodle soup
centrum
centrum
centrum
centrum
centrum
ORDINARY PEOPLE CHANGE THE WORLDORDINARY PEOPLE CHANGE THE WORLD WAS FOUNDED IN 2008 BY NEW YORK TIMES
BEST SELLING AUTHOR BRAD MELTZER, BASED UPON HIS BELIEF THAT THERE IS GREATNESS INSIDE OF US ALL.
CAMPAIGN OBJECTIVEOrdinary People Change The World had come into existence as a side project for author Brad Meltzer in 2008. He was looking to
establish the web-page as a place of encouragement and community for those who believed in his mantra of “The greatness
within us all”. The problem was that Brad didn’t have a clear purpose as to how he wanted people to interact with the site or what
he wanted them to do once they arrived. Our objective was to build an integrated media campaign to not only give the website a
more focused meaning but also to cultivate a deeper more emotional purpose for his cause.
Insights and Findings
Young professionals aged 21-30 spend on average two hours a day
surfing the web primarily due to the fact that they are bored. Eleven
percent of the young professionals interviewed contributed their wasted
time to the fact that their jobs weren't challenging enough.
As young professionals progress in their time waisted online their range of
miscellaneous websites increases dramatically. Indicating that they are more
inclined to visit websites that would be considered outside of their normal
interest when bored.
This group is self-aware of their time wasting and actively looks for opportunities to do good. Their is an
underlining since of guilt in the quantity of time wasted by this group that drives this search for active good.
The young professional is much more inclined to contribute to a cause in the name of social good then they are to
organize an event for the same. A popular example among this target we came across was the overwhelming
support for the mission of TOMS shoes who donates a pair of shoes for every pair purchased.
1.
2.
3.4.
CS: JEFF FORTUNE CS: BRITTANY BROWN CS: MOLLIE PARTESOTTI CS: ED MCCLURE CS: BEN ALTER
ORDINARY PEOPLE CHANGE THE WORLD
strategy
Positioning
Ordinary People Change The World is the only web-site that provides a hub of inspiration and ideas
for like minded young professionals to harness their potential capacity for heroism.
“WHAT ARE YOU DOING?”
We developed the strategy of our campaign around asking the question of “What are you doing” to young professionals.
Calling them out when they are wasting time online instead of doing something productive for mankind. We wanted to play
on that little bit of guilt people harbor when they wast time online and make them realize that they could have been doing
so much more with their time.
Because we knew our young professionals spend a considerable amount of their online time on entertainment and humor
based content we decided to take a light hearted approach to our campaign. We decided to use completely random,
exuberant, and sometimes flamboyant messages pertaining to pop culture in order to lure our target into engaging with
our content. As their curiosity got the best of them and they proceeded to explore our outlandish content we then abruptly
hit them with the question “What Are You Doing?”. Questioning the logic in why they would waste time to see such futile
information before re-directing them to the OPCTW website. The real beauty of our strategy was the fact that we were able
to illustrate our message through the medium itself.
ORDINARY PEOPLE CHANGE THE WORLD
What are you actually getting done
when you are on the internet? Sure, it is
convenient to use email, and check the
weather, but do we really need to know what
paris hilton had for lunch? Social networking
sites keep us in touch, but why do we spend an hour
looking at pictures of people we barely know? Welcome
to a website you can spend time on and actually change
something for the better. Our site is dedicated to a belief that the
world can be a good place. We want to inspire people through our message
that ordinary people can change the world. Use our site to read about something
positive, get connected to a charity, or share your own story of inspiration.
Welcome to a new movement. A movement that believes our lives can be about
something larger. A movement that believes ordinary people change the world.
Brand manifesto
ORDINARY PEOPLE CHANGE THE WORLDCreative executions
What are you doing?These are a couple of examples of the fake content we would
plant within our media placements in order to attract people
who are wasting time. As you can see below we will be seeding
the executions in places our target has been known to waste
time such as the Perez Hilton web-page. We also seeded
content on Youtube in the form of fake videos that redirected
people to the OPCTW site and Ebay in the form of ridiculous
items people should never bid on.
Digital
This is the page that is pulled up when our time wasters click on
one of the outrageous ads. Its a splash page with our “What
Are You Doing” manifesto. Directly after our unsuspecting guest
click on our content their confronted with this message and the
redirected to the OPCTW website.
Splash Page
ORDINARY PEOPLE CHANGE THE WORLDCreative executions
Somee Cards
In order to help drive people to the OPCTW website we created a limited edition of Somee cards with our
humorous message. We encouraged people to personalize and share these cards with friends they know
are wasting time online and help us spread the message about the the OPCTW movement.
Type to enter text
Digital
ORDINARY PEOPLE CHANGE THE WORLDCreative executions
OOH
These are a couple of OOH examples we placed around
selected cities with high percentages of young professionals.
Each execution ultimately drives people back to the Ordinary
People Change The World web-page where our message of
changing the world and doing good is revealed.
Out Of Home
