Personal Project
Dead Happy

09/14

Graphic Design

Social Media

Illustration

Campaign

The Life Insurance Company, DeadHappy set a brief with the task of creating a campaign that targets a younger audience of ages between 20 and 30. Given that life insurance isn't a massive conversation point with this audience, this project was difficult to undertake. My initial response to this brief was to take a strategical look at the audience. The demographic I had immediate access to was students. In addition to this, I thought that if you were to advertise on a university campus, the amount of people in the desired demographic that would see that advertisement would be far higher than if you were to advertise anywhere else as a university campus is far more saturated with the desired age range. Having identified a clearer audience, I moved on to identifying 3 main points of interest for the average student. Social Media, Drinking and Fun. These 3 variables are a big part of the average student life. I created 3 separate campaigns for each of these variables, in order to showcase a wide variety of ideas for the client.

Eventually I decided to focus on the Drinking and Social Media campaign. Social media is a really powerful tool, and when I did research into DeadHappy's social mediums they had next to no awareness. So I mocked up a few app interface ideas, that focused on making the process of taking out life insurance simple. In addition to this, I also reinvented their Instagram, to add some more social media awareness. Following this, I created an event called 'Pick your Poison' that would be a DeadHappy sponsored Fresher's Event. The function of the event would be that the audience would have to interact with elements of the website in order to get cheaper drinks. Along with this, I created some context for both the Pick your Poison Event and the DeadHappy brand, with a pattern print on a Tote Bag, which are very common at universities.