Dafna Planning Portfolio

7/27/2019 Dafna Planning Portfolio

1/13

Project #1 citi bank

Creative


2/13

Dont Talk, Just Act. Dont Say, Just Show. Dont Promise, Just Prove.


3/13

I was born in California, raised in Israel, educated In The Netherlands and left my creative stamp on

the advertising industry all over the world. With two diplomas in hand, I went to work as a web andgraphic designer for AKQA and Kubik in Amsterdam and McCann Ericsson in Tel Aviv among others.

I worked well in team environments to create innovative solutions to design problems on tight

deadlines. Dealing with social and interactive media, as well as usability, and taking projects

from concept to completion in both online and oine environments, Im ready for a new challenge.

Whats next on my to do list? Make my dreams come true in NY.

MY ARRIVALSDafna Linden

Bio


4/13

trust,transparency,infrastructure,leading,investing

forging,constructing,creating,cleaning,revitalizing,future

millennials,crisis,money,community,hope


5/13

Research Highlights

36% of all Millennials depend on nancial support from theirfamilies, including 14% of all young adults who are workingfull time. 30% of young workers live at home.

Insight

As a result of all those diculties they aredown to their last drop of optimism.

Strategy

Each individual drop can only do so much.Citi can be the bucket that collects thosedrops and creates a new wave of hope.

The Big Idea

Citi Collective.Giving people a platform to live out their values.

Creative Execution

Insperational video, homepage placement, The citi colectiveproject website.

Digital Component

Citi has 18 million unique visitors every monthon their home page.This free high trac page

is the perfect place to gain exposure and drive participation

in their charitable initiatives.Creative Note: Every time citi customers log in to their online banking accounts, they pass this page.

Problem Creative


Opportunity


Background

Citi is at a crossroads. Having taken the brunt of theblame for the nancial crisis, the institution is seen ascold, aloof, and destructive. In order to re-establish agood reputation with the American public, they haveto nd a way to eectively communicate that they care.

Business Objective

Establish a positive position in the mind of young people,displaying an understanding of the things that they careabout in order to build authentic connections with

consumers for long term.

Core Audience

Citi wants to engage the next generationof upwardly mobile, educated, progressive

millennials. They are motivated to make money andsucceed, but they are also motivated to make adierence in the world around them.

Barrier

Citi represents the 1%. They are Corporate USnancial magnates who care nothing about the

people, just making their bonuses and turning a prot.

Challenge

Convince these young inuentials that Citi is a bankthat understands their values and is a trustworthypartner worthy of trusting with the responsibility ofmanaging their nancial future.

1%

18M

18-34


6/13

Fat

Life

Food

Manly

Pounds

Shame

Honesty

Diculties


7/13

Creative Note: The media strategy brings to life the radical honesty approach.

Problem Opportunity

Project #2 Weight WatchersProject #2 Weight Watchers

Background

Weight Watchers oers the most realistic program for men, yetthey represent only 9% of subscribers.

Business Objective

Increase male subscriber base.

Core Audience8.5 million men in America are obese.60.3% of single men have a BMI >25

30-44 50 pounds overweight Single Middle Class, 40k-75k salary SedentaryDesk Job From the Midwest or south.

Barrier

Obese men dont realize how much easier every daycould be if they were lighter.

Challenge

Drive obese men to make a hard change for an easier life.

easy choices hard life

harder choices easy life

64A

Research Highlights

Doctors should stop mincing their words and tell the over-weight they are fat, the public health minister has said.- Daily Mail.

Insight

Radical honesty pushes men to take action.

Strategy

Beat them down to tone them up.

The Big Idea

Youre Fat. Thats the last time youre gonna hear it.

Creative Execution

Catching the core audience in moments of vulnerability viaa contextual media strategy.

Outdoors:Billboards, Transit advertising, advertising inthe subway environment (posters and stair cases).Online: weightwatchers.com/men,LinkedIn, match.com,Facebook, twitter.

Digital Component

The Fat Lickin is a Radical Honesty Facebookapp. Just take a photo of your beer belly with anywebcam, and brace yourself for some tough love

that will push you to nally take the extra step and joinweight watchers today.

Creative

9%91%


8/13

pressure

,

per

fect

ion

,

ex

pecta

tio

ns

,socie

ty

family,

contr

ol,cle

an,o

rgan

ized,paradox

appear

ance

s,,lo

ve,competition,home,care


9/13

Research Highlights

We commissioned research study with 40 women thatrepresents our target audience and these were the results:Would you use Febreze?

Yes, I love it No, ew.

InsightWomen are their own harshest critics.

Strategy

Febreze helps you keep up appearances

The Big Idea

Every woman has dirty little secrets.

Creative Execution

Billboards, magazine ads, facebook and twitter campigen.

Digital Component

Secrets of the mistisan anonymous Facebook confessionwall and twitter feed where Miss Perfect can let loose andunburden herself of the weight of her own deepestimperfections. Its OK to be a little inappropriate...no one will know its you...

Creative Note: Every woman has dirty little secrets...

OpportunityProblem Creative

Project #3 FebrezeProject #3 Febreze

40 total votes

27A2.04

3.74m

Miss Perfects NightmareUnannounced Guests ShowingUp On Your Doorstep.

Background

Febreze is a brand of household odor eliminatormanufactured by P&G, First introduced in 1993.Febreze enjoys a market share of between 71%in the US. However, market size has softeneddespite competitive entries from Glade & Lysol.

Business Objective

Get people to use more Febreze in orderto reach the benchmarks of 2.04 millionand 3.74 million additional units.

Core AudienceMothers 35-54 with kids 6-17 in the house.Superwoman with one mission in mind: Perfection.Type A - Uber Organizers AKA Miss Perfect.

Barrier

Miss Perfect perceives Febreze users as dirty.

Challenge

Get Miss Perfect to overcome her prejudice againstFebreze, and show her how Febreze simplies her life.

Problem Opportunity Creative


10/13


Creative

RE


11/13

Research Highlights

The average Instagram user is female, aged25-35. According to Quantcast, 29% ofvisitors to RedEnvelope.com are 25-35, but

the average purchaser trends older. There is a missedopportunity with the 25-35 demographic. Instagramis REs way of reaching them.

Insight

Great gifts trigger nostalgia.

Strategy

Giving a gift is an opportunity to make a memory.

The Big Idea

Creative Execution

Homepage redesign, facebook page, twitter page.Pinterst, Facebook & Instagram campaigns.Facebook, Twitter & google+ treasure hunt game.

Digital Component

The ll your frame app allow users to createPin Boards, Facebook & Instagram albums &order photo frames from redenvelpe.com lled

with their photos from their social media platforms

Creative Note: Users can bring their boards to life by using The ll your frame app.

OpportunityProblem Creative

Project #4 Red EnvelopeProject #4 Red Envelope

Background

Red Envelope is an online retailer oering uni queand personalized gifts for lifes special occasions.Currently RE is lacking a clear strategic direction.

Business Objective

Our task was to create a comprehensive integrated socialmedia strategy that engages their customers (& prospectivecustomers) across social networks and drives trac to theRE website, ahead of the upcoming holiday shopping season.

Core Audience

Female (74%) 30-50 years old (38%) High index for children in HH Highly Educated (33% Post Graduate)

Resides in: CA, CO, CT, VA, DC, IL,MD, MA, NJ, NY

High HH income (58% >$100K)

Barrier

RE is languishing in relative obscurity as a brand that isstruggling to emotionally connect with their target audience.

Challenge

Reposition the brand to better connect with its auentfemale core audience, making necessary changes alongthe way, while at the same time maintaini ng the brandscore values and highlighting what they already do well.

REminisce with RECAMPA IGN

Instructions

Step 1:Sign into your Facebook account and "Like" RedEnvelope,or sign into your Pinterest ac count and follow RedEnvelope.Step 2:Build your album (on Facebook or Pinterest) and title itREminisce with Red Envelope."Step 3:Order your frame on redenvelope.com and submit youralbum URL at checkout.Step 4:After checkout,you'll receive a digital copy of the f rame.Step 5:Receive frame in the mail complete with printed photos(printed and framed as a courtesy from RedEnvelope).

Follow these simple instructions to create a unique gift with helpfrom RedEnvelope! #redenvelope #fillyourframe

Step 1: Sign into your Facebook account and LikeRedEnvelope,or sign into your Pinterest account and followRedEnvelope.

Step 2: Build your album (on Facebook or Pinterest) and pinit REminisce with Red Envelope.Step 3: Order your frame on redenvelope.com and submit

your album URL at checkout.Step 4: After checkout,youll receive a digital copy of the frame.Step 5: Receive frame in the mail complete with printed

photos (printed and framed as a courtesy from RedEnvelope).

Problem Opportunity Creative

member

connect

minisceRE100K


12/13

Education

2012-2012 Miami Ad School, New York

Account Planning Program

MA - 2003-2004 European Media Master of the Arts,

Digital Media Design at the school of the arts Utrecht

(HKU). Faculty of Art Media and Technology (KMT),

the Netherlands

BA - 1997-2001 Wizo Design Academy

Graphic design & visual communication degreeTeaching Diploma - Design Teacher qualication

Haifa, Israel.

Applications

Adobe CS4/5/6: Photoshop | Illustrator | InDesign

Flash | Fireworks | DreamWeaver | Premiere | AE

MS Oce: Word | PowerPoint | Excel | Keynote

Site statistics: Google Analytics | SiteCatalyst |

Skills & Languages

Account Planing | Branding | Concept DevelopmentCreative Strategy | Web & Graphic Design | Web 2.0e-commerce | Digital Media &...I can drive a Tractor

English | Fluent Hebrew | Native Dutch | Spoken

Work Experience

Freelance, Amsterdam /Tel Aviv June, 09 June, 12

Digital Creative consultant at AKQA Amsterdam, BIA NL,

McCann Erickson Tel Aviv and many more.

Brand it or break it!

Mamtakbags.com, Amsterdam /Guangzhou Oct, 09 June, 12

Co-founder & Creative Director of mamtakbags.com

The thinking that fused fashion & function

Blinck, Amsterdam

Aug 2007 April 2009

Web & TV Designer

Selling digital ice to eskimos

Kubik, Amsterdam

Aug 2005 - June 2007

Graphic and Digital Media Designer

Just doing it with Nike

ZiLtd, Amsterdam

May 2004 - Feb 2005

Jr. web designer

Learning how to walk

Your agency here

Previous Clients:

OpportunityProblem

Project #1 citi bankDafna Linden

Resume


13/13

Dafna Linden | Plannercheck me out | dafnalinden.com

email me | [email protected] call me. maybe | 917.59.38.531

Dafna Planning Portfolio

Documents

Transcript of Dafna Planning Portfolio