The context

TBWA\ interns were given two millennial-centric briefs to crack:

1. How a creative company can appeal to and retain loyal and motivated millennials. 

2. Craft a campaign that markets Nando's to millennials. 

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The Disruption Project is a TBWA\ initiative that gives interns the opportunity to work on creative briefs by applying what they have learnt in school and on the job. It also encourages interns to work and ideate with the company's ethos of Disruption in mind. 

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Our solution​

Brief 1: 

(1) Validation; helping millennials feel like they are an indispensable part of the team, (2) Voice; valuing their opinions and recognising the impact they make, and (3) Culture; cultivating an environment that is not solely about work, but also about social interaction and shared learning can help creative companies foster loyalty and appeal to millennials. ​

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Brief 2:

Grounded in our key insight that millennials live on the currency of affirmation, i.e. millennials are willing to invest in shareable experiences because it feeds their need for affirmation, we decided to challenge the market convention – undifferentiated fast casual dining experiences, and make every Nando's experience a story worth sharing.

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My role

Beyond contributing actively in research, ideation, designing collaterals, and creating the presentation deck, I was selected by team vote to deliver our pitch to the senior management and staff of TBWA\.