Wienerschnitzel - NSAC 2019
President | Adwave at UCSD (American Advertising Federation) | 2018-2019
The Challenge
As part of the 2019 National Student Advertising Competition, Wienerschnitzel wanted to improve the perception of the hot dog across the entire hot dog industry. With hot dogs being seen as a boring and conventional food, Wienerschnitzel needed a radical solution to launch an industry-wide paradigm shift.
The Campaign
Our campaign would elevate the hot dog from an impersonal crowd-server to an exciting foray into culinary possibility. By combining business innovations with engaging advertising, our campaign sought to reinvigorate the image of the hot dog in America’s food culture. Our slogan, “Make This Meal Yours,” would encourage consumers to be inspired by the hot dog as a blank canvas for culinary exploration and personalization.
My Role
As President, I was responsible for coordinating a group of 40 students and managing strict timelines across different teams. In this role, I guided strategy research, media planning, creative ideation, graphic design, and more. My largest responsibility was to plan, write, and execute the campaign plansbook, presentation slide deck, and presenters’ script.
The Results
Given a media budget of $25 Million, our campaign would have garnered an estimated 4 billion impressions.
UCSD Adwave placed 4th at the district-level competition, with the client commending our creative vision and professional execution.
