Portfolio Veronika Kistamas (final)

Veronika Kistamas

Student ID# 03765048Academy of Art University

Graduate School of AdvertisingCreative Strategist

Final Review 12/8/2014

ABOUT Veronika...

“It is a pleasure to have you in this class. You have a lot of talent and good energy. Smarts to match...Great participation...Wonderful work ethic.”

Lance AndersonArt Direction, Spring 2013

“It was great having you in this fun class. Your unique perspective was valuable for everyone as was your thoughtful and considered work.”

Matthew JervisVisual Storytelling, Spring 2014

“You are a thoughtful person - you don’t try to “figure out” assignments you interpret and develop them. Thank you for that.”

Cameron MadduxIntro to Account Planning, Fall 2012

“She made great strides in the semes-ter to actively contribute and share in client facing accounts. Her work on our AT&T strategy for education account was a great example of her thoughtful strategy, dedication and attention to detail in deliverables.”

Kandice CotaInternship, Summer 2014

TABLE of CONTENTS

ResumeAutobiographyMy Creative ProcessMy StrategySpot SaverAmazon StudentFarmers’ MarketStarbucksStoryWorth

RESUME

Veronika Kistamas [email protected] Bay Street, San Francisco, CA 94133

EDUCATION 2012 - 2014 Academy of Art University, San Francisco, CA MFA, Advertising: Creative Strategy 2006 - 2009 Budapest College of Communication and Business, Hungary BA,Media & Communication: PR, Advertising, Marketing PROFESSIONAL 2014 Summer AIKO Agency, San Francisco, CA, Brand Strategy Intern

EXPERIENCE - Worked on AT&T strategy for education - Conducted a lot of research - Analyzed data - Built several presentation decks

2009 - 2012 Grey Advertising, Hungary, Account Planner - Worked on the Procter&Gamble and GSK accounts - Successfully managed five Central European countries - Won two Bronze Effie Awards, and two Team P&G Awards - Developed integrated creative strategies for P&G brands - Monitored the competitors, and analyzed the markets 2007 - 2008 Createam Advertising,Hungary, Hostess - Took part in different promotions, events, and festivals - Worked on brands like Phillips, Finlandia Vodka, and Cote d’Or

2004 - 2005 HD Group Communication Agency, Hungary, Hostess - Involved in product sampling and promotions COMPUTER Adobe Suite: Bridge, InDesign, Photoshop, Illustrator, Premier

SKILLS Microsoft Office: Word, Excel, Power Point, Outlook Social Media: Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, LinkedIn Final Cut Pro X

LANGUAGE Hungarian- Native English- Fluent German- Basic

AUTOBIOGRAPHY

“It’s better to be absolutely ridiculous than absolutely boring.” — Marilyn Monroe

I love my life. I lived in Iceland, I was a rhythmic gymnastics champion, and I broke my right ring finger twice. My parents lost me in Italy when I was 2. I am more right-brained than left-brained. My last name means Small Tom in Hungarian. Cooking cheers me up. Laughing can cure. I sleep more than average people do. Sailing gives me freedom. I can’t live without sports. I’m a perfectionist, and I need challenges. Crying makes me feel good sometimes. I pay attention to little details. I love hugging, but with a full heart. I’m a fighter and I’m very competitive. I prefer salty over sweet. I talk in my sleep. I am not perfect, but just enough.

MY CREATIVE PROCESS

Feed my Brain Find Meaning Drop It Create & Play Inspire Others

FEED MY BRAIN

Listen, Observe, Explore.

I watch people. I take notes on what they do, how they behave, and interact with each other. I become an anthropologist, and I go to see people in their own environment. I collect lots of information. I write, draw, take pictures, record, touch, taste, and smell.

FIND MEANING

Research, Connect, Group

I do a lot of research in addition to my observations. Then i look for connections and see how the pieces fit together. I try different orders and combinations. I move things around and find meanings. Because our brains are constantly looking for patterns I group things together.

DROP IT

Leave, Sleep, Forget

At this stage I just get away from the problem that I am trying to solve and do something completely different. Jogging, cooking or yoga helps me to not think about the project. I try to put everything as far from my conscious mind as possible.

CREATE & PLAY

Build, Share, Pick

When I return with a clear mind it’s time to create some ideas. I find context, where my story can live in. I play with my ideas. Share them with others and ask for feedback. Throw some of them away and keep working on them until I get at least one of them right.

INSPIRE OTHERS

Serve, Convey, Give

As a strategist it’s really important to not just get my idea across but also inspire others with it. I always make sure that I give my audience something that they will remember. I want them to actually feel and experience what my idea really is.

MY STRATEGY

“Making the simple complicated is commonplace; making the complicated simple is creativity.” — Charlie Mingus

PROJECT Spot Saver

CLASS Creative Thinking & Problem Solving

INSTRUCTOR Cameron Maddux

Guest Speaker: Amy Lanigen, Fluid

SEMESTER Summer 2014

CREDIT Art Direction: Valentine Coget

Video editing: Veronika Kistamas

Strategy, Copywriting: Valentine and Veronika

The ASSIGNMENTGet 5 people to buy what you are selling. Keep it safe & legal.

What did we sell?

We waited at the brunch line 5 times at Mama’s and sold our spot.

WHY?

INSIGHT #1 Cultural San Francisco loves waiting in line.

INSIGHT #2 Psychological

INSIGHT #3 Social

First come, first served.

Waiting in line sucks.

“The biggest inf luence on our feelings about lines has to do with our perception of fairness.

When it comes to lines, the universally ac-knowledged standard is first come first served:

any deviation is, to most, a mark of inequity and can lead to violent queue rage.”PSYCHOLOGICAL

“Is that a line? Let’s go wait in it!”SF Loves Waiting in Lines is a Tumblr blog that is ded-icated posting photos of r idiculously long lines that people are willing to wait in just to get a little piece of SF novelty.

CULTURAL

“An American spends roughly 117 hours, which is almost 5 days each year waiting in line. The dom-inant cost of waiting is an emotional one: stress, boredom, that nagging sensation that one’s life is slipping away.”

SOCIAL

How much would you be willing to pay to skip a line? During our selling experiment we conducted a few interviews. Out of 30 people:

87% is willing to pay 47% is willing to pay$5 - $10 to skip a 2 hour long line

40% is willing to pay$10 - $20 to skip a 2 hour long line

13% is not willing to pay anything to skip a 2 hour long line

The PROOF

http://vimeo.com/100769932

The SOLUTION

Spot Saver is an App that allows you to skip a line by reserving a spot.

What is it?

This App meets two needs. On one hand it lets you get to the front of a line. On the other hand it gives opportunity to make money for those who are in need of easy money. (Peer-to-peer)

When it comes to going to a place where there is a line you just reserve a spot from home. Payment is done through the App. By reserving a spot, the system connects to a registered spot saver who will do the waiting for you. Once he gets to the front of the line you get a heads up. Once you get there you just take over the spot.

How does it work?

Background checked registered people who want to make easy money in their free time. They are connected to system by their smart phones. They are wearing a Spot Saver cap while standing in line to indicate that they are reserving a spot for somebody else.

Who are our spot savers?

Why an App?

SPOT SAVER APP

After downloading the App this page allows you to register in our system.

This is the home page where you can reserve a

spot in a line.

For those who are willing to make some money this

is the page to start.

The green pin shows you on the map, and the yel-low one represents your

spot saver and his location at the time when the or-

der is being placed.

At this step you select the details about the line you

want to skip.

When your spot is ready to take over you’ll get the

green notification.

The yellow notification pops up to those registered spot savers who are close to the location where somebody

wants to reserve a spot.

PROJECT Amazon Student

CLASS The One Club Creative Boot Camp

INSTRUCTOR MUH-TAY-ZIK HOF-FER Agency and The One Club

SEMESTER Fall 2014

CREDIT Art Directors: Thomas Murphy, Vanessa Li, Yolanda Tang

Copywriter/Web Designer: Alexis Britt

Strategists: Jou-man Wu, Veronika Kistamas

The BRIEF

What is the challenge? Create a concept that introduces Amazon Student to college students during the Back-to-School season and get new sign-ups for Amazon Student over the course of one calendar year.

Who are we talking to?College Freshman students.

Current BeliefWhat do these people think about the brand/product/service?I know Amazon for their low prices, especially on books. Sometimes I go there to com-pare prices when I am shopping for textbooks at the beginning of the semester.

Future BeliefWhat do we want these people to think, feel and do after seeing our communication?I never realized that with an Amazon Student membership I can get millions of things delivered to my door with free two-day shipping; this is going to be awesome.

Emotional ReasoningHow do we want to make this change? Why are they going to care about it? By giving them freedom. College students can do anything they want and get any-thing they want or need through Amazon Student.

Rational ReasoningWhy should they believe this? Why does it matter to them? Amazon Student gives free-two day shipping on millions of things

The BRAINSTORM

The THINKING

NEW ROOMMATE LIVING ON HER OWNNOT FITTING IN FAILING IN GENERALFINDING FRIENDS TIME MANAGEMENTHOMESICK

“What if my roommate is awful?” “How am I going to deal with cooking, laundry, etc.?”“What if nobody gets me?”“What if I fail?”“What if I can’t find any good friends?”“I don’t know how to balance so many thing?”“I’ll be missing my friends/ boyfriend/ girlfriend/ family from back home.”

What are the biggest fears that a freshman student faces when she goes to college?

What are the emotions that a freshman student has?

College means leaving the nest for many students, which entails mixed feelings. She’s happy that she got accepted and excited to start a new life, meet new people and have crazy parties. However, at the same time she feels a little nervous, has a lot of fears about the unknown and might also feel confused whether she’s on the right track.

Fears are all based on assumptions, (what if) and people tend to expect the worst.

What can Amazon as a brand do to help freshman students conquer their fears?

The CHALLENGE

The INSIGHT College can be unpredictable, maybe even scary. But it doesn’t have to be. Everybody needs something to rely on.

The BIG IDEA Go beyond the books and find your beginning.Start with Amazon Student.

The EXECUTION

Meet Your Roommate.

Air Freshener Spray.

Stain Remover.

Noise Canceling Headphones.

Aspirin.

Heads Up: Free 2-Day Shipping.Start with Amazon Student.

Conquer The Freshman 15.

Reusable Water Bottle.

Yoga Mat.

Running Shoes.

Protein Bars.

Treat Yo Self: Free 2-Day Shipping.Start with Amazon Student.

Try Again.

Laundry Detergent.

Bleach.

Dryer Sheets.

6-Pack Of Underwear.

FYI: Free 2-Day Shipping.Start with Amazon Student.

Make A Memory.

Plastic Cups.

12 Pack Of Soda.

Party Streamers.

Ping Pong Balls.

Turn Down For: Free 2-Day Shipping.Start with Amazon Student.

SOCIAL ASPECT - #BeyondTheBooks

Amazon encourages Freshman students to try, make mistakes, experience and even fail. Amazon has them covered, no matter what happens.

Share how you went #beyondthebooks social campaign.

PROJECT Farmers’ Market

CLASS Digital Strategy

INSTRUCTOR Khaia Brogan, Jonathan Ward

SEMESTER Fall 2014

The ASSIGNMENTPick something that you like, find a problem and create a digital strategy that solves the problem.

RESEARCH

“You get to talk to people who grew your food. You get the real story behind it.”

“All kinds of people shop at the farmers’ market. They all just want really good produce.”

“People really wanna know where their food comes from.”

“You work hard, and are not making any money.”

“It’s something you choose or it chooses you.”

“When I’m not at the market selling the produce, I help my parents at the farm.”

“I had to get up at 2 o’clock this morning to be here. And I go home, it will be 11 o’clock before I get to bed tonight.”

I have built re-lations with the farmers the past 10 years. I know what they do.”

“I look at price and overall quality.”

“We have a very long waiting list. Lot of farmers are not that technically advanced in this industry we are working. A lot of people don’t have email, so we make sure that we have accessible paper appli-cation for them.”

“I was walking by and saw it, so I decided to stop by.”

FINDINGS

Farmers’ Markets are just so NOT DIGITAL.

The farmer’s market experience is tangible, off-line, and non-digital. Where can I digitally connect people who shop at farmers’ market? What can I do for them that is relevant and meaningful?

The CHALLENGE

It all started with a recipe...

What is Swiss chard?

“Excuse me, is this Swiss chard?”

How to...?

Share

1

2 3

4

5

DIGITAL TREND

#farmersmarket 772,967 posts#organic 4,281,225 posts#localgrown 6,985 posts#fruitsandveggies 37,767 posts#healthyeating 39,259 posts#cleaneating 11,645,425 posts#eattherainbow 177,478 posts#nourishyourbody 56,769 posts#healthyrecipes 190,681 posts #locallygrown 29,531 posts#produce 197,251 posts#veggies 2,470,893 posts#healthyfood 3,966,472 posts

How much does it cost?

What to do with it?

How does it look?

How to clean it?

What is it?

When is its season?

VEGGIE & FRUIT HASHTAGS

The INSIGHT Hashtags can be confusing and they don’t give too much information about the veggie or fruit.

The IDEA Veggies and Fruits as Instagram users. Create Instagram ac-count for produce that are in season and provide information.

Beetroothttp://instagram.com/sffm_beetroot

Persimmonhttp://instagram.com/sffm_persimmon

Swiss Chardhttp://instagram.com/sffm_swisschard

The EXECUTIONMeet SFFM_Beetroot (San Francisco Farmers’ Market Beetroot)

Information about the produceHow to videosAvailability on Farmers’ MarketsPrice comparison on different SF FMsRecipes

Content IdeasContent StrategySame naming structure for every accountOnly active when they’re in seasonHave a voice: Talking veggiesPost 1-2 times a week

Promotion PlanTags on food pictures. Encourage people to tag veggie users on their food pictures.

Comments on hashtags

Appear on the Farmers’ Market next to/on the produce

PROJECT Starbucks Branded Content

CLASS Creative Communication Strategy

INSTRUCTOR Andrew Matthews

SEMESTER Fall 2014

The ASSIGNMENTPick a brand and create a branded content strategy.

What does STARBUCKS stand for?

“From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.

Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

Starbucks is the premier roaster and retailer of specialty coffee in the world. And with every cup, we strive to bring both our heritage and an exceptional experience to life.”

The PROBLEM

Starbucks is part of people’s morning routine. Starbucks coffee tastes the same every-day and every morning looks the same. Starbucks has lost its uniqueness.

Morning routines are creativity killers

“As several recent studies highlight, the way most of us spend our mornings is exactly counter to the conditions that neuroscientists and cognitive psychologists tell us pro-mote f lexible, open-minded thinking.”

“When we fall into routines we forget that there’s a whole other World just wait-ing for us to discover it.”

The CHALLENGEWhat kind of content can Starbucks provide that stands out from the morning routine, is unique and have some sort of value?

The IDEA Every coffee cup is unique and has a ‘break the routine’ tip on it. #breaktheroutine

Don’t check your phone until you hit the office

Tell a fr iend how much you love her in a text

Sing along to your music on the street

Change your computer’s wallpaper

Compliment a stranger

Get fresh flower for yourself

Have ice cream on the way to work

Take a funny face selfie

Give change to a homeless

Call your mom

Take a picture of a stranger

Tell your favorite joke to a coworker

Tweet your break the routine tip

Question everything today

Draw something on a piece of paper

Go for a short walk in your lunch break

Take another way to work than the way you usually take

Dance in the elevator if you’re alone, or even if you’re not

Talk to your coworkers today instead of calling or emailing them

Ask somebody out for lunch that you have never had lunch with before

Break the Routine Tips

#breaktheroutine

Everybody’s morning routine looks more or

less the same.

Make sure yours is different.

Pre-roll videos

PROJECT StoryWorth Marketing Plan

CLASS Creative Thinking & Problem Solving

INSTRUCTOR Cameron Maddux

Guest Speaker: Nick Baum, StoryWorth

SEMESTER Summer 2014

The ASSIGNMENTDevelop a Marketing Plan that generates awareness to StoryWorth.com, drives traffic to the website and makes people subscribe for it.

The PRODUCT

StoryWorth is a private online platform where family members can share their stories.It automatically sends out a random question every week to its subscribers. The ques-tions can be answered on the site, via email or phone. Stories that are saved on Story-Worth are private and only accessible for those who have been signed up for the site.

Why does this product exist?

Family stories bring us closer together. They help children understand where they come from and what their family values are, and let grandparents connect with their grand-children. StoryWorth is the easiest way to record family stories for generations to come.

”I am thrilled that my son got this ball rolling. This is a wonderful and priceless site. Just awesome!”

— Kim from Phoenix, AZ

“The first story from my dad brought tears to my eyes. It was about what Christmas was like for him as a kid. Great work!”

— Chris from Harrisonburg, VA

“My dad is having a blast responding to his grandkids and nieces’ com-ments on his stories. It’s a brilliant idea!”

— Janet from Naperville, IL

“I have truly found answering the StoryWorth questions to be a delightful experience. I feel as though I’m passing on treasures to my children and their future families.”

— Trisha from Rochester, NY

Who are we talking to?

Jan: 63 year oldRachel: 34 year oldZach: 2 year old

We want Rachel to subscribe her mom Jan to StoryWorth, but we want Jan to write stories to her grandson Zach.

Grandparents are the best storytellers. They have experienced so much that they have tons of stories to share. Their stories are filled with love and good intentions. They want their grandchildren to learn as much as possible about life and to succeed in the world. However, they might not be the right target to talk to about StoryWorth subscription.

Who’s the link between grandparents and grandchildren? We want to talk to them!

The INSIGHT

Thanks to technological advances, social media, smart phones and the Internet keep-ing in touch with loved ones has never been so easy. But that has also effected the way we tell stories.

How meaningful are those stories that have been told by using these platforms? Does your grandpa know how to use any of them?

Reaching the target on InstagramTo generate awareness and drive traffic to StoryWorth.com

FACEBOOK ADTo generate awareness and drive traffic to StoryWorth.com

GOOGLE ADWORDSTo generate awareness and drive traffic to StoryWorth.com

Mailing handwritten lettersTo generate awareness and drive traffic to StoryWorth.com

StoryWorth is like one big family diary. Writing a diary is as old-fashioned (in a good way) as writing letters. Each letter includes a quote from a StoryWorth user and the link where the receiver can sign up.

StoryWorth as a tool for keeping in touch

Get people to sign up when their yearbook picture is being taken and encourage them to keep in touch with the class through StoryWorth.

StoryWorth could generate questions for a specific group of people, such as a class. Example: “Did you have a crush on some-body during high school?” or “What’s your favorite memory of Class 2013?”Also the group could write its own questions.

YEARBOOK/GRADUATIONTo get people to sign up for StoryWorth.com

REUNIONSTo get people to sign up for StoryWorth.com

Reunions tend to be places where people are sharing memories and stories. StoryWorth could go to high school reunions, talk about the product and help people sign up on the spot.

PHOTO = MEMORY = STORYStoryWorth could pair up with professional pho-tographers, who take pictures at memorable events, such as weddings, proms, etc. and help people sign up as part of the photo shooting.

Once in a while instead of sending a weekly question, StoryWorth would send a picture and ask them to describe how they felt at the mo-ment when the picture was taken or what was the best part of that event, etc.

WRITING CHALLENGE

#writeeveryday Just like #100happydays, the first free month trial at StoryWorth.com could also be a chal-lenge. Can you write a story everyday for a month in a row? Whoever accomplishes the challenge could get X% off of the first year subscription and/or a voucher for a free printed book.