The Brief —
Mailchimp came to R/GA for help introducing their all new All-in-One Marketing Platform to the world. The challenge was to communicate in-depth product benefits to non-marketers in a way that was engaging, clear, and overflowing with Mailchimp’s signature quirk.

The Outcome —
We told the story of the platform in a way that only Mailchimp could – through the lens of their own incredible customers: Adventure Cats, Sock Fancy, Brightmind, Freshtix, and Shhhowercap. Visually, the campaign was full of life with bright, fun, and bold colors. The customer’s product became the hero and Mailchimp the key to their success. Most importantly, we made the product approachable and simple. “Hey, maybe I can do marketing.”

My Role —
As visual designer, I helped define the art direction and executed the visual design for the campaign. We made everything from subway station takeovers, highway billboards, print ads, bus shelters, and social and digital ads. But the coolest part of all was designing a full subway wrap in NYC for the S-Train that ran between Times Square 42nd Street and Grand Central and then being able to ride it.

In all, we delivered a campaign that spanned across 3 cities (ATL, SF, & NYC) that contained 383 OOH units, countless digital ads, and did it all in just under 3 months.

Details

2019
Designer
R/GA New York

Tasks

Art Direction
Design Systems
Campaign Ideation

Core Team

Rich Smith
Chris Yun
Megan Trinidad
Bethany Kennedy
Rachel Wright
Sam Jossen
Nick Lim
Youngbum Kim

Photographer

Juco