Krispy Kreme - ‘All Nighter’ Campaign

Creative Executions (2021)

Task:

To create a campaign mock-up of creative executions, in response to a prompt provided by Krispy Kreme. This prompt was to create a high-level creative concept for a limited-time range of new doughnuts, the target market being young, university-aged adults. My team and I ultimately decided to use my idea for the campaign - the ‘All Nighter’ range.

The campaign framework I developed executions for throughout this assessment was Local Activation - inclusive of posters, street activation and mobile marketing. This project enabled me to further develop my skills in graphic design, all posters constructed myself through the use of PIXLR, a digital design platform.

Street Posters:

Exection 1

Execution 2

Scanning the QR code included within street posters directs users to a webpage, directing the user to metropolitan van locations in their city.

Includes live directions to nearest van location through ethical location tracking

Rationale

Our limited-edition range is based on a celebration of Australian night-life and drinking culture and includes an exciting range of flavours based on the most popular alcoholic beverages within our Australian target market – Aperol Spritz, Espresso Martini, Victoria Bitters and Somersby’s Apple Cider. A central tenet to our campaign and strategy is the notion of tapping into the strong post-Covid buzz present within culture today which encourages an increased engagement with night-life, ‘going out’, and socialising. A series of late-night vans will facilitate an immersive experience which also seek to address the gap in the Sydney after-dinner market whilst building a positive relationship between the target market and the brand and increasing community engagement with the brand. 

Given the emphasis placed on fun and play present throughout my team’s campaign, any iteration of media-based advertising throughout the campaign will need to remain consistent with this tone and quality. Visual forms of advertising will adopt a playful, elevated retro aesthetic to play off Krispy Kreme’s pre-existing embodiment of playfulness and nostalgia. 

 The role of each execution within the campaign is to stimulate brand awareness and interest both in the lead-up to launching the flavour collection and throughout the time the doughnuts are available for purchase. Community activation facilitated through the night-van events provides an immersive counter-point to the digital advertising that will occur within different facets of the ecosystem, facilitating a more personal connected between the brand and the target market. The posters allow for the encapsulation of intent and theme of the campaign within a single image and an opportunity to grab the viewer’s attention within a real-world context. The incorporation of a QR code with van locations adds an ease of access and interactive element different to that of the digital marketing in our campaign. 

Execution 3: Late Night Vans

The campaign featured the idea of branded ‘late night vans’, offering the All-Nighter limited edition doughnut range for purchase.

Features included:

• Availability in Australian major cities – Perth, Sydney, Adelaide, Melbourne.

• Open from 6pm – 11pm in metropolitan locations.

• Locations available online, advertised through social media and on posters through QR codes.

All three creative assets included prior are localised, Sydney-based iterations of our Australia-wide campaign. The visual construction of posters will remain the same regardless of location, yet specific visual elements will be altered to match the location or city the poster is located within. Citty skylines, for example, will change depending on geographical context. Poster 1 is a mock-up of printed posters located in urban areas within Australian cities that focus on building intrigue and interest in the doughnut flavours themselves, Execution 1 being based on our ‘espresso martini’ flavour. Poster 2’s focus is advertising the locally-based Krispy Kreme night-vans events.

There are various visual elements that work to maintain coherence throughout Executions 1 and 2. Their shared visual quality with vintage travel posters was inspired by the cultural similarities between the post-covid travel, night-life boom, and a similarly heightened access to travel throughout the early 20th century. Through their shared design, the posters communicate the same enthusiasm for adventure and exploration, particularly through their visual composition and bright, attractive colours. I also made sure to mimic the design of posters used in prior Krispy Kreme ad campaigns communicate attachment to the brand.

This was achieved through using similar text and cartoon visuals to prior Krispy Kreme posters. The heightened visual salience placed on the Krispy Kreme product or logo in posters 1 and 2 is also similar to old campaign posters. By centring the logo and product, illuminated against the backdrop of the city skyline, the product and brand become a lit beacon of playfulness and intrigue in the city within the viewer’s mind. Increased memorability is achieved through contrasting colours and exaggerated visuals. The language used within both is furtively Australian, the adoption of Australian slang like “all-nighter” and “kick-ons” establishing immediate familiarity between the brand with the target market. 

Whilst Executions 1 and 2 focus on building awareness and generating intrigue through static street-based visual marketing, Execution 3 depicts the community activation event aspect of the campaign.  

 As included within the overhead plan for the event, a Red Cross Flood Relief donation box will be available for customer donations, alongside a Young Henry’s mobile bar from which customers can purchase a limited number of drinks. 

The vans will be located in parks and laneways in each major city, separate from major pedestrian thoroughfares but visible and accessible. This encourages a sense of adventure and discovery within the act of finding the vans and participating in the event. Attempts were made to communicate this sense of intrigue and discovery in Poster 2 through the heightened depiction of the van against the night sky, relatively isolated from the noise of the city. 

The vans’ designs will also possess a sophisticated retro feel, modelled on vintage 1960’s-style ‘Airstream’ silver-bullet caravans. Given the universal association between Airstream vans and retro nostalgia, the campaign remains consistent with the brand’s fun and nostalgic character, whilst communicating the same sense of playful adventure present throughout the campaign. The addition of the late-night element and presence of alcohol within the flavour range and van experience elevates the brand to meet the desires of its target market.