NYC UNDERGROUNDS

Personal // Branding & Creative Direction & Design // 1 Month

BRIEF

To create a campaign event to help reverse the negative reputation of a well-known brand or company. For this brief, we had to choose a brand which was currently experiencing some bad rap. Our goal was to create a campaign event that would mitigate and reverse the negative image/public opinion. Being a native New Yorker, I chose the MTA (Metropolitan Transportation Authority) to save. 

The Urban Marketing Campaign

Anyone who's ever lived in NYC knows the pain and frustrations of the unpredictability, and at times, unreliability, of the big apple's public transportation system. To turn things around for the MTA, I decided to embrace the perception of arrogance and exclusivity of the brand.

By associating them with a culture where this is common, and often celebrated, the famed NYC nightlife, the MTA would find an avenue to start to turn things around.

The Turnkey

Bouncers, DJ's, expensive drinks, dress codes, covers, speakeasies, are all part of the exclusivity associated with the nightlife where people normally overlook attitude and instead focus on the details that provide an unforgettable experience. To this end, I designed an event where New Yorkers really need to pay attention during their daily commute in order to find clues for the event location. 

Once those clues are gathered, various touchpoints on their website, social media feeds, etc. lead to the event app which eventually reveals the mystery location and gets you an invite to the exclusive event.

The Invitation

The event, to take place at night, will be located in an ultimate venue, one that ONLY the MTA could provide: NYC UNDERGROUNDS.

As such, the invitation would have to feel premium, nostalgic, and exclusive. The packaging would consist of a personalized invitation, with directions to the exclusive event and a "Token", an early 90's commemorative object that serves both as your "Fare" to enter the event, and as a gift. 

The Spoils

Marketing opportunities created by turning everyday metrocards into clues as to where the event would take place. An opportunity to create buzz and get the public excited to participate and spark curiousity within anyone who would not normally be interested. Lastly, some merchandizing opportunities to commemorate the experience.