BRAND STRATEGY | BRAND IDENTITY | NAMING
In collaboration with: Danielle Julian, Rebecca Miller
To re-engage the Twister brand with young Gen Z and create buzz and excitement on social media, Twister Takeover is a guerrilla marketing campaign aimed at helping 16-18-year-olds forget the stress of school and exams and reintroduce fun and excitement back to winter.
Not Just for Summer
For Gen Z, summer means fun — creating memories, and enjoying life. But when the temperatures drop, school stress increases, boredom takes over, and going outside becomes a chore
But why should this be the norm?
Gen Z needs excitement the most during the winter months. It's the perfect time to shake things up and take their energy outdoors.
Using the Twister brand to break the seasonal stereotype, we want to show that the seasons don't have to stop you from having fun and redefine twister as “the icon that lasts forever”
Designing the takeover
For Gen Z seeking an escape from the winter blues, we wanted to create an unconventional OOH campaign that blends the two seasons together and brings the carefree fun of summer into the cold of winter.
Myself and my teammates brainstormed and designed various fun “twisted” seasonal installations, taking over various areas in London, that mash elements of summer and winter in unconventional ways.