A national HBCU tour connecting P&G's brands with the culture on campus.
Industry
Consumer Goods
Role
Creative Direction, Experiential, TVC
Timeline
3 months
Back-to-school, game days and homecoming were the moments P&G wanted on campus, and a media buy was never going to earn it a place in any of them. The answer was a touring experience built for Historically Black Colleges and Universities, scheduled around their calendar and carried through to the shelf.
Every stop worked as a college event first. I designed custom experiences across P&G's portfolio, built the tour around live performances from Victoria Monét and D-Nice, and directed two national TV spots. I made the creative those programs ran on, from campus creators to sampling, couponing and in-store promotion. I built the system to flex from a campus lawn to a store display.
38K Foot traffic across activations
2 National TV spots directed
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