PROJECT OVERVIEW
To promote healthy minds in older adults, Eastmont senior living community came to us with a campaign concept called “Building Better Brains.” They needed our help bringing this idea to life through a variety of deliverables, like newspaper and digital ads, dynamic mailers, a billboard, a radio script, a landing page and an interactive 24-page booklet complete with brain-teasers, games, exercises, healthy meal recipes and more.
THE CHALLENGE
With all-encompassing campaigns like these, the goal is to keep everything cohesive while also ensuring that each individual deliverable stands out on its own. The 24-page booklet in itself was also a challenge, as we had to be quite strategic about the content and layout so each section flowed naturally into the next. Finally, to resonate with older adults, every activity had to be simple and easy to see, yet challenging enough to give their brains a workout.
Campaign Concept
Branding
Design
Copywriting
Illustration
Branding
Shown below are the designated logo, font and brand colors for Building Better Brains. This campaign ran for multiple months, so we wanted to give Eastmont a sound foundation to build upon as they added new events and promotions throughout the year.
24-Page Booklet
This book, jam-packed with fun facts, games, riddles, puzzles, recipes, exercises and more, was one of the most fun and engaging projects we’ve taken on yet. From word searches to yoga techniques, we wanted to give older adults a lighthearted, comprehensive guide to improving their overall brain health. We went beyond the basics to create a piece that would not only promote Eastmont, but also give potential residents fun activities and games to keep them busy as they spent more time at home.
Dynamic Mail
We unraveled our creativity into this one-of-a-kind dynamic mailer that aimed to drive traffic to the landing page, where future residents could register for upcoming events and request a booklet. This fold-out piece slowly unveils more information with engaging copy and fun designs that were consistent with the rest of the campaign.
Digital Ads
We also created an ongoing series of digital ads for the Lincoln Journal Star to increase awareness about the campaign. These ads yielded more traffic to the landing page, where people could register for events and sign up to receive a booklet.
