Fall 2023 Art Direction 1: Concept and Layout
Groups of two were given a creative brief from The One Club For Creativity.
The brief challenged students to create a campaign for Velveeta that Enables Gen Z to live a life of outrageous pleasure with Velveeta as their pleasure wingman.
Our group sought to do this by creating an event that appealed to both Gen Z and Millennials. We called it "Velveeta Gold Rush".
Velveeta Gold Rush is a Charity Chug Run and festival. This is an annual charity, gold rush-themed event. Set to take place in San Francisco, California, the event will consist of a Charity Chug Run, followed by gold rush-themed festivities.
Sponsored by Unicef and Feeding America, the goal of this event is to bring people together and put collective energy towards a cause. To start the run, each participant will drink a can of “Liquid Gold”(alcoholic or non) and then run a 5k, through the streets of San Francisco.
The event would be home to a new, limited edition, Velveeta-flavored beer called “Liquid Gold”. Liquid Gold will be available as alcoholic and non-alcoholic.
We created merch using our event logo and social media advertising to get the attention of our younger audience. We wanted to make it easy to sign up for the event and get people excited about what Velveeta Gold Rush has to offer.
