Brand Campaign

More Than Mail

2018/9




Awards

ADC Awards  [Design + Illustration]
Clio Awards [Design]
One Show [Design + Digital Craft - Merit]
↳ AICP Awards [Shortlist]










Role:

Creative Direction



Select Press

Association of Illustrators Interview
The Drum
Adage



Results

28% lower bounce rate
4 million+ new sign-ups
25% lift in paid customers


Agency:

R/GA

Overview



        The biggest roadblock to convincing customers that Mailchimp does more than mail? The word “mail” is right there in the name. We tackled this inconvenient reality head on—and turned outgrowing your name into the ultimate sign of success.

The output was 34 targeted billboards across NY, SF, LA, Atlanta, Chicago, and Boston. Plus customized print that appeared in the The New Yorker, The Atlantic, and other publications; a series of 12 videos; and countless digital placements.

My role was Creative Direction across the Customer Experience and Brand Campaign, leading a team of designers, writers, art directors, XDs, illustrators, and animators.






















Spot the big yellow billboard (photographed from One World Trade)








Team
Customer Experience :

Bethany Kennedy—Design Director
Richard Smith—Design Director
Megan Trinidad—Creative Director
Rachel Wright—Senior Copywriter
Kit Coyne—Experience Designer
Brigit Hickey—Associate Designer
Youngbum Kim—Designer


Campaign :

Simon Gibson—Associate Creative Director
Dan White—Associate Creative Director
Megan Trinidad—Creative Director
Richard Smith—Design Director
Chris Parker—Senior Copywriter
James Schumacher—Senior Art Director
Aidan Guitarri—Associate Creative Director
Illustrators:

Franz Lang
Alice Meteignier
Molly Fairhurst
Amber Vittoria
Stephanie Wunderlich
JooHee Yoon


Animation:

Animade 
Giant ant
Mark