art director + designer
 
 

The Ask: Tai Pei challenged us to expand the brand's reach to a new market: young millennials, ages 18-25. The campaign should highlight the product's value through its taste, convenience, and price.

The Strategy: With a quick cook time, low calorie count, and single serving size, Tai Pei fits within the eating habits of young millennials. Our audience's lifestyle is not dictated by the standard of eating three meals a day. This change means that quick, convenient, and affordable food is an ideal choice. 

Tai Pei can be the first frozen food product to own this cultural shifts in eating habits. 

Idea: Our idea exhibits eating habits as being controlled by someone else, and empowers our audience to rebel. By creating an underground movement, Tai Pei sheds light on the fraud of "standard" eating habits, acknowledges the change in millennial eating, and positions itself as the rebellious catalyst for food freedom.

 

DRAGONBACKGROUND-01.png

Manifesto

 
 
 

Out of Home/ Experiential

 
 On the way down subway stairs, commuters will see the same authoritarian styles ads as the wallscapes that started the campaign. When traveling back up the stairs, the dragon appears as the Tai Pei force tells commuters to eat when they want.
 
stairsDRAGON.png

On the way down subway stairs, commuters will see authoritarian styles ads. When traveling back up the stairs, the dragon appears as the Tai Pei force tells commuters to eat when they want.

 

To expand the recognition of the Tai Pei dragon, small dragon decals will be placed in commuter cities.

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 Tai Pei Dragon vending machines will be installed on community college campuses. These will dispense hot, ready to eat Tai Pei meals within two minutes of purchase. As the Tai Pei heats up, the dragon symbol slowly appears on the Tai Pei Dragon Vending Machine.
 

Tai Pei Dragon vending machines will dispense hot, ready to eat Tai Pei meals within two minutes of purchase. As the Tai Pei heats up, the dragon symbol slowly appears on the Tai Pei Dragon Vending Machine.

Digital

 
 

We will use popular Twitch influencers to promote Tai Pei to their audiences and chat about it in real time during the show. The Tai Pei Force will stage a lighthearted break in, already known to the influencer, and will empower the gamer to eat when they want. We will also have in-stream ads for when an influencer needs to take a break from gaming.

 

Pandora Script:

(Sirens sound)

“This is a meal time public service announcement. It is now time for dinner. You must stop and use the proper utensils to ensure your third square  meal has been completed. Be sure to-

*Tai Pei Force interrupts abruptly*

Don’t listen to them! The idea of three square meals is nothing but a fraud. Enough is enough. Take control of your life; grab a bowl of Tai Pei and Eat When You Want.”

 

In-Store

Late night pop-up Alley Takeovers are promoted by laser graffiti on buildings and in the sky that invite those who are out late to indulge in Tai Pei. Each person entering the alley receives a dragon stamp on their hand and a coupon for Tai Pei to ensure that they remember this event.

 

Authoritarian style ads will be placed on buildings on commuting routes in the same style as the subway stairs, commanding viewers when to eat. After a week, the Tai Pei Force "tags" the ad with the dragon stamp, dismantling the previous command with an empowering message.

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A large dragon stamp will extend through entire highway tunnels in commuter routes.

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 With 130,000 young millennials attending each comic con convention across the country, we will utilize the official app of comic con and create an in app ordering function. Event goers can order Tai Pei directly to their location delivered to them by a member of the Tai Pei Force.

we will utilize the official app of comic con and create an in app ordering function. Event goers can order Tai Pei directly to their location delivered to them by a member of the Tai Pei Force.

 

The Tai Pei Force infiltrates locations where people may be hungry yet are unable to eat. The Force runs in tossing out ready-made Tai Pei and telling people to eat when they are hungry, not when they are told. Hidden cameras placed throughout the space capture the live events and reactions for online content.

 

Dragon flags will fly above Tai Pei connecting the Force, dragon and the brand. Pressure sensing decals change authoritarian style ads on the door to an image of a cracked screen and the dragon symbol.

 
 

Upstream '17 Team

Strategists: Emma Pindell (Strategy Director), Benson WinkBen NealColleen CassRachel Benner

Creative Directors: Emily Leclerc and Tucker Stosic

Art Directors: Devyn HolbrookJasmine TranKevin Camacho

Writers: Mac MullenTim FarahTalia Bootz 

Videographers: Kyra Bailey and Key Higdon

Media Planners: James McAndrew (Media Director), Hailey GellerEmma HymanEmily SaraleAshley GravesCailin Wolff