Harriett's Bookshop

Account Director: Riley Gilbert

Account Planner: Jacob Capaldo

Media Planner: Dejah Martin

Art Director; Copy Writer: Rachel Rehrig

Art Director: Kimberly Estime

This campaign was produced for a real client out of Philadelphia. The concepts were pitched to Harriett’s Bookshop after the semester-long process.

RFP: To build Harriett’s Bookshops’ brand awareness for women aged 24 to 48 in the Philadelphia area.

Budget: $100,000

Key Insight: People want to be connected to their community and be a part of it. They value supporting local small businesses.

Big Idea: “We have prepared a place for you.”— Inspired by Harriet Tubmans’ last words in 1913, “I go to prepare a place for you” from John 14:3. Harriett’s Bookshop is where people can achieve community, belonging, and the feeling that they are a part of something bigger than themselves.

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Social Media

We designed Instagram stories to interact with our audience and truly connect them to the campaign. Each story asks a question to the audience specific to the design: How do you celebrate community? What do you love to learn about? How do you push to better yourself every day?

Web Page

A web page was added onto Harriett’s website that can foster even more dialogue and conversation. Community submissions will contribute to our abstract performative events that will take place around Philadelphia.

Event

Harriett’s Bookshop performed a civic intervention this past year in response to the racial injustice in our country and the tragic events that took place over the summer relating to police brutality. The community came together to perform and share stories and experiences. Inspired by this event and other notable performance artists of the past, we want to continue this tradition by coordinating performances around Philadelphia.

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Promotion

To promote these events we will use a projector tactic. The projector visual can be placed virtually anywhere around the performance area and will display the “Prepare for…”, the date, time, and Harriett’s logo.