My Role: creative ideation + copywriting + talent and content strategy

Campaign Objective: Tap into the social buzz around #NationalRootBeerFloatDay to help build brand affinity for Walmart and A&W Root Beet.

Creative Insight/Strategy: Father and daughter time is priceless. To help Walmart and A&W Root Beer celebrate the social trending day #NationalRootBeerFloatDay, we cast lovable dad athlete, DeAngelo Williams and is daughter in a memorable father-daughter day concept that highlighted their favorite pastime together: making root beer floats.

Talent Strategy Insight: Previous brand campaigns featuring DeAngelo Williams generated high engagement on social media. Using this insight, we casted the athlete because we knew that he would feel authentic and relatable to the target.

Delivered Assets: Hero video (:60), video cut downs (:06, :15, :30), photos, and Root Beer Float recipe video.