Throughout the fall 2022 semester, my classmates and I were led by Gary Kayye to create and pitch a campaign rebranding Carolina Performing Arts to increase its relevancy in the lives of UNC students. I worked to help develop activation ideas, a creative direction, and a pitch deck.
After pitching the "We Are CPA" campaign to the client, I was hired along with three of my classmates to bring our class' vision to life the following semester.
Click the graphic to the right to view the pitch deck we presented to the client and click here to read the press release that we sent to The Daily Tar Heel, the University of North Carolina at Chapel Hill's independent student newspaper, resulting in this coverage.
Carolina Performing Arts - We Are CPA
The ask: Create a campaign for Carolina Performing Arts that increases student awareness and engagement.
The insight: CPA’s brand awareness is minimal across the student population and most communications are aimed at older audiences and community members.
The strategy/solution: Build awareness for CPA by increasing social media presence and collaborating with other popular UNC organizations.
BIG IDEA: UNC is a world-class campus, full of world-class talent. Whether you excel in arts, athletics, or academics, CPA is a community built for you.