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AGENCY: The Martin Agency, Richmond, Va.
Client: The Learning Channel
Brand: TLC
Category: Product brand
Campaign Title: “Life Lessons”
Planners:
• Emily Collier, strategic planner
• Katherine Wintsch, vp, senior strategic planner
• Also worked on this: VCU Adcenter students:
Alexis Brandolini, Barrie Leimer, Joanna Chopski
By thinking outside the traditional demographics of most networks, this paper demonstrated brilliant understanding of its target audience. The idea from planning that re-framed TLC from a network that teaches to a brand that shares life’s lessons with its audience informed groundbreaking creative and engagement ideas.
Judge Cindy Gallop said the campaign “represented an exceptional example of total communications planning: strong strategic thinking that intersected with creative and media throughout the entire process, to inspire and integrate a highly innovative, engaging and forward-thinking communications program, in a sector—automotive—not generally known for any of those things.
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