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Mascot Search
Objective
Establish a recognizable, consistent canine mascot for the dealership to align with Subaru's national pet-friendly branding, while driving local engagement, social growth, and database building
My Role
Creative Direction & Design, Campaign Strategy, Copywriting & Messaging
The Team
Graphic Designer, Copywriter
Deliverables
Multi-channel Pitch Deck, Campaign Identity, Social/Digital Contest Assets, Billboard Layouts, and Website Landing Page
Upon auditing the client’s existing creative, I identified a major vulnerability: They were trying to leverage Subaru’s national affinity for dogs, but were relying heavily on inconsistent stock photography. One month featured a Golden Retriever, the next a French Bulldog. This rotating door of assets destroyed visual continuity and brand recognition.
I realized that instead of buying generic assets, we should source them directly from the client's most passionate demographic: The local community. I conceptualized a recurring mascot search contest to solve their asset problem permanently, turning a passive audience into active brand advocates.
