Meg Indurti | Comedian ; Writer

MUSEUM OF SCIENCE AND INDUSTRY - "KNOW FURTHER"

Millennials have all the information they need at their fingertips. Or so they think. But they're forgetting how cool it is to experience the world firsthand. Let’s show them that the MSI is the place where they can build on what they already know in a more tangible and compelling way. 

Print (Bus)

Rolling Print (Subway)

The 1st image tells a small part of the story. As the image scrolls up, we see the bigger picture.

 

OOH (Subway and Sidewalk)

HEADLINE: It takes the average person 5 minutes to walk the length of this rocket. It'll take you 14 years to walk to the moon. Know Further.

OOH (Train takeover)

Take over all the banner space inside the train.

HEADLINE: 4 people lived in a German U-Boat submarine room the size of this bus shelter. See the entire U-Boat Submarine under one roof at the MSI.

OOH/Augmented reality

Use the augmented reality app on the tablet to see the submarine fill the hall.

TWEETNADO (Experiential/PR)

When people tweet using #MSItweetnado, their message is automatically printed on a small strip of paper, a wind tunnel turns on and blows their tweet into a vortex with 100mph+ winds. The more tweets received, the faster the tweetnado.

The Hardest Quiz You Will Ever Take (Social)

10 Question FB Quiz challenge on the MSI. Plot twist? The more questions you answer incorrectly, the bigger the discount you get on an MSI ticket.

OOH (Bars!!)

Sponsor local bars' trivial nights. Reward the losing team with discounted MSI tickets.


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YOUR SEXIST JOKE? "#THATSNOTFUNNY"  

SOCIAL: We asked key people around campus to tell us the "funny" sexist things they hear and posted them on a FB page we created.

1000+ LIKES , 6K+ POST REACH IN JUST 5 WEEKS.

1000+ LIKES | 6K+ POST REACH IN 1 WEEK

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We asked students to send us tweets using #THATSNOTFUNNY

We shared quotes from female comedians and figures in the media on the FB page to drive more engagement.

EXPERIENTIAL: We asked female comedians on campus to do 4-5 min stand-up sets or improv performances on how sexism affects their life. And they did. 164 people attended*.

*164 people is actually a lot if you consider all the meaningless distractions college students have, including but not limited to: netflix, drinking, homework, binge eating, and doing absolutely nothing. So yeah, we beat all those activities for 1.5 hours. 

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HBO GIRLS ON SNAPCHAT

HBO was one of the first brands to use Snapchat. And that was a big deal. 

Examples of comps from the deck

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CitiBike - "#BikeWithBenefits"

CitiBike is the one-night stand NYers don't have to worry about.

Print

 

OOH

Coasters at bars have stopping power, prompting people to flip it over and see what the hell this is about. 

And if they ask the bartender about it, they get a nice 10% discount for the membership.

Right next to the condom dispenser...we'll install a sticker dispenser. Bikers can get a neon sticker to ride home safely in the dark.

DIGITAL  

TINDER. How could we not put this baby on Tinder?

Twitter

Respond to angry NYC commuters complaining about the subway and/or traffic by suggesting a ride on CitiBike.

 

Paid Media

Presenting: the Bikeasutra. Taking over the sites where millennials (secretly) get sex advice. For now Cosmo and Buzzfeed. Tomorrow: the world.

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MENTAL HEALTH AWARENESS "ART OF MENTAL HEALTH"

We created a website where students could submit their stories anonymously and artists could paint/draw/etc their interpretation.

RECOGNITION - ALL PUBLICITY IS GOOD PUBLICITY RIGHT?
The campaign augmented a dialogue on mental health and received press in the newspaper,'The Virginia Informer' for bringing light to controversial practices by the university when it came to students' mental health. It sparked a debate on Facebook & Reddit.

People started opening up. As time went on, many used their names to tell their friends for the first time. 

EXPERIENTIAL: We opened an exhibit in the library to showcase the art inspired by their stories 

We sensed a need for a platform for students to show support for those who were speaking out. We launched an instagram page called "A Hundred Voices of Hope" - which the President of W&M helped us spread. 

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SKYPE - "LEARN THE WAY YOU LIVE"

Future Lions Brief: connect an audience to a product or service from a global brand in a way that wasn't possible five years ago.

SkypeScholar is a software teachers can use to connect with another classroom around the world and help each other learn language through relationships rather than memorization.

Clips courtesy of Skype advertising

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FIFTH THIRD BANK - BANK BUD

IT'S SIRI MEETS "HER" - AN APP THAT GIVES REAL-TIME, HONEST HELP WITH SAVING MONEY

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WE ONLY TAKE ADVICE FROM OUR FRIENDS

NOT PARENTS, AND DEFINITELY NOT BANKS.

BUT OUR FRIENDS ARE IN THE SAME BOAT...

WHAT IF YOUR MONEY WAS YOUR FRIEND? AND LIKE YOUR FRIEND, IT TALKED TO YOU?

IF YOUR MONEY COULD TALK, WHAT WOULD IT SAY? 

  • Syncs with user's check-ins, past purchases, and likes.

  • Uses geotargeting technology.

  • Partners with brands to offer cheaper deals,

  • Based on budgets, deadlines & personal limits you can set and edit yourself. 

DIGITAL VIDEO: Instagram, Hulu, Youtube

DIGITAL: Partner with sites to suggest frugal options for millennials.

GUERRILLA: Distribute 100 during orientation week and encourage students to create their own to share via social media with #MYMONEYSAYS

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How could we develop a new campaign to grow Chips Ahoy! sales for their "Original blue bag" cookies?

Based on the insight that the cookie eaters, ages 13-20, are unique people who still find it very important to fit in and be accepted...

Our idea was to then allow the cookie eaters to celebrate their originality. Because it was about their own personal, private victory.

RECOGNITION: Selected as 1 of 20 students in nationwide application process to work on the new Chips Ahoy campaign at the Martin Agency, Richmond.

We received an honorable mention for the manifesto, which I wrote.

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In order to heighten the brand image of the NYC Subway for NYC residents, I thought about how the Subway is representative of the New York experience. No other tourist attraction offers the same diversity of experience.

I made the Subway an icon of New York life. The following is the sketchboard for a campaign that would live digitally and OOH.

RECOGNITION: I wrote this copy on my blog while I was living in New York the summer of 2013. It received 150+ notes on Tumblr within the week.

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