seth mitchell copy portfolio
DESCRIPTION
A sample of Seth's copywriting.TRANSCRIPT
Henry Miller
“The moment one gives close attention to anything, even a blade of grass, it becomes a mysterious, awesome, indescribably magnificent world in itself.”
1
Back of packaging for N
okia 7088
Retail display for Nokia’s Experience CentersRetail display forNokia’s Experience Centers
2Aldous Huxley
“Experience is not what happens to you. It’s what you do with what happens to you.”
©2008 Nokia. All rights reserved. Nokia is a registered trademark of Nokia Corporation. Other company and product names may be trademarks or trade names of their respective owners.
He thrives on being in the know. Nothing gets past him as long as it’s there for him. And he is looking more and more to the mobile internet for what he wants to know, when he needs to know it.
Mobile advertising solutions from Nokia Media Network can put you where he is looking, where he can interact with your brand. On virtually any internet capable mobile device.
Visit us at Palais des Festivals, space 16.01 and get noticed.
Nokia Media Networkwww.adservice.nokia.com
He doesn’t miss a thing.Unless it’s not there to begin with.
Print ad published in a special additon of Ad Week during Cannes.
3
“I know you believe you understand what you think I said, but I’m sure you don’t realize that what I said is probably not what I meant. ”
My Grandpa
Mood boards for Shell sales teams to present to present programs to retailers
4Vilfredo Pareto
“Give me a fruitful error any time, full of seeds, bursting with its own corrections. You can keep your sterile truth for yourself.”
Pallet display in Walmart
:60 radio spot for Jiffy Lube / American Heart Association Promotion
5Theodore Levitt
“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.”
their potential.
CORE PROPOSITION
Encouraging
Imaginative
Energetic
CHARACTERISTICS
today and tomorrow.
Higher performanceper
Uncompromising
to enable them
IDEA
BELIEFS & VALUES
IDEAParents want their children to have a fulfilling childhood that prepares them for a fulfilling life. If Essilor Junior can help parents toward that ideal of enjoyment and success for their kids in the present and the future, we can align with their interests. Our Idea gives us something to live up to with the action we want to take in our core proposition.
ESSILOR JUNIOR BRAND BUILDING BLOCKS
CORE PROPOSITION
The core proposition is the fundamental position Essilor Junior should stake out in the market-place. It reflects the characteristics and beliefs and answers the broad ideals our idea represents in a specific manner. It is the reason we believe that parents and ECPs should and will choose or recommend Essilor Junior for kids.
CHARACTERISTICS
Essilor Junior can be ingrained with many worth-while attributes, but they can be grouped into five basic headings. Essilor brings in the core ideals of the parent brand and reflects many of the aspects of ECPs and parents like depend-able, genuine, trustworthy, responsible, fair and caring. Encouraging also could describe ECPs and parents with qualities like nurturing, wise, and protective. Empowered is about the parents, describing them with terms like smart, experienced, confident and strong. Imaginative lets us start to reflect the kids that will wear Essilor Junior along with the parents as curious, interesting, inspiring and creative. And finally, Energetic speaks to kids’ youthful spirit as fun, active and youthful.
BELIEFS & VALUESOur beliefs are based on the benefits patients and parents get from the features Essilor Junior gives them. Less scratches and glare make it easier to see and give them enhanced clarity of vision. The lightweight and reduced eyestrain make them more comfortable. Less glare and a thinner lens make them better looking. The combination of quality features on a small blank at a good price make it a good value, and the shatterproof poly lens and UV protection make them safe.
Brand identity exercise for Essilor Junior and print creative designed thereafter
6Me - an over-reaching platitude written for a presentation
“Vision is more than the ability to see what is. It’s the ability to see what could be.”
In-store display promoting Sprite and Fanta to moms as healthier alternatives for “chill time”
