(STUDENT BRIEF)

Client

STANLEY

Year

10/28/2024

Copywriter

Juhwan Yun

BACKGROUND

Stanley surged in popularity through UGC — The video of Stanley surviving in a burnt car while still keeping ice frozen inside.

But quick fame fades fast, like past tumbler trends such as Yeti. We don’t want Stanley to be a passing fade.

It should transcend being just an accessory and embody our audience's lifestyle.

INSIGHT

Stanley's USP (keeping drinks cool) and the cultural trend (looking cool) connect through the keyword "cool".

This creates a dual message to "stay cool" in every situation.

IDEA

Those who most need to keep both their look and their drinks cool are office workers.

We’ll present challenging situations they face and visualize them staying cool with Stanley by their side.