Bay to L.A.


PR 340

Home Sweet Home PDF 2

final home sweet home.-2


Phase Two: Work in Progress

Phase One: Work in Progress

Home Sweet Home Campaign

Madeleine Candioty, Christine Bumatay, Lily Liu, Yuhua Wang, Grant Arakelian

Professor Arriola

340 Final Project

March 27, 2017

Creative Brief:

Name of Organization: United We Eat  

Name of campaign: Home Sweet Home

Tagline: Our Sweet Land of Liberty.

Colors: red, white, blue


Due to the current political distress in our nation, we are creating a PSA using America’s gastronomic culture, specifically multicultural desserts, as a way to symbolize the many different ethnicities and walks of life that can thrive together in the USA. By utilizing all of these different types of desserts eaten and accepted by all types of Americans, we are hoping to prove to ourselves and other nations that our country can tastefully come together.


In the last few years, America has experienced a large amount of distress due to both social and political issues such as police brutality, racial and sexual discrimination, wage gaps, and a violent resurgence in anti-minority culture which arose from the most recent election. Our team has decided to use the many multicultural dessert choices in America to symbolize the bountiful number of races, religions, and lifestyles that can cohesively thrive in America’s melting pot.


We would like to advertise or campaign through magazine ads, social media- facebook, twitter, instagram, youtube ads, billboards, and posters. Also, target Millennial/younger media i.e. Vox, BuzzFeed, etc


The role of  advertising is to raise awareness to the citizens of the United States, as well as other countries, that all types of people- people of different races, religions, gender preferences, sexual preferences, political parties, etc.- are all welcomed and deserve equal treatment in our nation. Our campaign hopes to promote equality and equal opportunities in the U.S. and mend our reputation, too.


  • Target audiences: everyone who eats, who likes to eat (foodies)
  • Newborns-100+
  • Every ethnicity
  • Every skin color
  • Every eye color
  • Every hair color
  • Every gender
  • It doesn’t matter who you are, as long as you eat, you are our target audience.

Currently Think:

Currently, Americans believe that our nation is heading towards a downward spiral. Discrimination of all types is at an all time high and  fiscal, political, and other social issues are turning citizens against each other. The rest of the world sees these problems, too. Other countries that once thought America was the strongest and most powerful nation in the world are beginning to worry for us while others have begun cutting ties.

On the sociopolitical landscape, presidents and prime ministers such as Theresa May and Angela Merkel have met with Mr. Trump and tried to create a bond — some have succeeded while others haven’t. Mr. Trump’s erratic and inconsistent behavior has affected US economic implications.

Compelling Idea:

Our SWEET Land of Liberty. We’re promoting equality through “sweetness” so that everyone could consider America their home. Concurrently, we are expanding on a well known American slogan that fits our campaign and promotes liberty for all types of people.

Will Think:

After being exposed to the advertising, consumers will begin to think with a more open mind. Hopefully, consumers will see that as Americans, we are all in this together and we need to accept each other, no matter what the circumstances are. By seeing the cohesiveness of the different types of desserts together, viewers will realize that multicultural preferences are what make this country great.


Emotional and a bit fun. Plays on our hunger. Food = fun, neutral, ubiquitous



“To break bread together,” a phrase as old as the Bible, captures the power of a meal to forge relationships, bury anger, provoke laughter.”


Breaking bread together is a way to remove barriers and helps us explore new cultures and build stronger relationships when we socialise. The Mediterranean lifestyle, for example, focuses on sharing meals with the people you love, whether it’s just to catch-up over a simple dinner or partaking in a massive celebration. It’s believed to lead to a much happier, healthier life.


It brings people of all ages, conditions and social classes together, aiming not only to eat but to share knowledge, culture and mutual respect. This is a chance to have your elders pass on their stories to your children, and for your family to meet people outside the nucleus, such as friends and neighbours.


Your Future Starts Now. pr-340

Art + Copy: True-to-life Mad Men

The 1960s Creative Revolution was the start to the metamorphosis of the advertising world. Prior to this event, the advertising business was more often associated with manipulation, perhaps less known to audiences if compared with classic subjects like law, medicine or business. Writers and artists were rebellious with their approach to advertisements and spearheaded their ideas with confidence. Inevitably, successful advertising campaigns increased ROI and persuaded audiences to buy, buy, buy — and for the business world, these impressive figures were more than enough.

Art & Copy is a documentary film released in 2009 by director Doug Pray. It is about the U.S. advertising industry and the real-life Mad Men characters in the advertising world. Watching it allowed me to consider becoming an Art Director, even though I come from a Public Relations background — the content creation and strategy behind creating an ad campaign was truly remarkable and appealing. I had not realized how advertising changed and was influenced by culture’s growing acceptance of creativity as being part of the authentic American fabric.

Mary Wells Lawrence, Dan Wieden, Hal Riney, George Lois, and Lee Clow are only a few names taken out of a long list of advertising giants.

Here is a list of their notable accomplishments:

George Lois: Lois is best known for designing 92+ Esquire magazine covers (1962-1972), Tommy Hilfiger

Mary Wells Lawrence: Known for her ad campaign for Braniff International Airways: The End of the Plain Plane. She also founded Wells Rich Greene, ad agency with clients including Proctor & Gamble, Pan American World Airways, Sheraton Hotel and Resorts, etc.

Dan Wieden: Co-founded Wieden + Kennedy, coined Nike tagline “Just Do It.”

Lee Clow: Co-created Apple Computer’s 1984  commercial for Apple Macintosh launch. “Think Different” slogan, 60-second TV spot, considered a masterpiece in advertising. Also worked on Playstation, Energizer Bunny, etc.

Hal Riney: Voiceover for “Morning in America” and “Bear in the Woods” TV commercials for Ronald Reagan Presidential re-election 1984 campaign. Founded Hal Riney & Partners in 1977, ad agency known for HP and Saturn.

Assignment # 2: Personal Brand


My brand mission is:

Ladies and gentlemen, it is time to empower ourselves by doing things that we love. We are passionate, we are dreamers and doers, we are the believers. We do not back down to any obstacle. We are strong and fierce. My brand mission to empower you, me, and the world through our passions and the sheer will to accomplish our dreams.

My audience is:

16+, Baby Boomers, Great Generation, Gen X, Gen Y, Gen Z  

What makes my personal brand unique:

My past experiences and life story. Adapting to a different environment quickly and efficiently is a second language to me.

What makes my personal brand compelling:

 My personal brand is compelling because it is derived from resilience and holds a place in the museum of stories reflecting upon achieving the American Dream.

My brand story is:

I grew up in a lower to middle-class suburb in Mandaluyong City, Philippines. I immigrated to England and the U.S. shortly after due to my parents working overseas in order for my brother and I to have a better life. Adapting to different cultures and culture shocks became minutiae to my every day life. My family then settled down in Northern California, having to be immigrants at first and eventually becoming naturalized U.S. citizens. I moved out at 18 to move to Paris — only having to come back home to California. I am currently studying Public Relations at the University of Southern California. 

My brand is authentic to me because:

It is relatable to every immigrant who has ever dreamt of not only achieving the American Dream but breaking down boundaries and clichés on the way to becoming my brand. 

My brand is based on these personal strengths:

Resilience, Inclusivity, Fearlessness, Faith, Compassion. 

I want my brand to help me achieve:

Helping others to find, create, and solidify their personal voices and strengths through their experiences in hopes of becoming the person or brand they were always supposed to be. 




Assignment # 1: An Impactful Ad


Expedia UK

Ad/PR Agency: Ogilvy & Mather

What is your personal reaction to the ad?

  • This advertisement caught my eye immediately. I laughed at its wittiness and enjoyed the simplicity of the message behind it. Personally, I thought this print ad was very funny, smart and sexy. It exuded a feeling of enjoyment, fun and sexiness — all three components of a fantastic vacation. The ad made me want to buy a plane ticket from Expedia and enjoy some sun, sea, sand and (if I get lucky) sex.

What do you think the main message is?

  • The main message of the advertisement is to draw in audiences to buy vacation tickets using Expedia UK. It appeals to pathos and the audiences’ drive to go on vacation. It takes sex as a bridge between the audience and the company. Sex is the common ground here, and the ad holds it accountable as it is the last word of the four words.

Identify the target audience/demographic.

  • The audience is vast: vacationers within the following generations: The Great Generation, Baby Boomers, Gen X, Gen Y, millennials. Perhaps the most targeted audience are the millennials due to the “sex” and “beach” factor within the ad. Many millennials often associate “sexy” vacations with the beach and the deed which comes with it.

What you think the persuasion objective is?

  • The persuasion objective is, again, the “sex” factor. Many people want to feel good and look good during a vacation and sex is the “feel good” factor. It is quite persuasive to buy a plane ticket in order to enjoy sun, sea, sand and sex — four components to the advertisement.

Why do you believe it was effective in achieving the objective?

  • I believe it was effective in achieving the objective due to the fact that it appealed to pathos and sex. Also, it was fun, smart and witty, which raises credibility with the company (that they can provide these types of services). Furthermore, it was effective due to its brevity; we live in a scrolling generation, and advertisements need stark visuals in order to reel in the viewer. In this case, the words were part of the visual, a successful relationship between two medium.

Create a free website or blog at

Up ↑

%d bloggers like this: