The client for this proposal was Red Solo Cup. This proposal was for the class "Advertising, Art Direction, and Copywriting". Our big idea was called "Find Your Solomate" and was executed through a variety of illustrations.

1. Find Your Solomate
Chris Brown + Pete James

2. Who are we talking to?
Our campaign is targeting 21-30 year old
male college students and recent grads.
Why are we communicating?
What is the assignment?
What’s the problem and opportunity?
We are communicating our message to
promote Red Solo Cups over generic red
plastic cups.There are many other generic
brand cups that are competing with the
Red Solo Cup brand. Our idea and slogan
“Find Your Solomate” really brings out the
“solo” trademark of the brand.
What should our communication do?
How will it do this?
Our communication should leave an
impression on viewers to remember the
word “solo” or “solomate.” That way next
time they’re in the store and they see the
giant “SOLO” on the packaging they will
remember our campaign and be more
likely to choose our brand.
What is the strategic idea?
The strategic idea is to show that the red
solo cup and the beer are best friends.
The viewer will associate Red Solo
Cups as the only option (solomate) with
their beer. Most people associate Red
Solo Cups with drinking beer in a social
setting.
Our ads depict activities most commonly
associated with casually drinking with a
good friend. Golfing, playing video games,
and fishing are all activities where people
would use a red solo cup to drink due to
the casualness of the event.
What are the mandatories?
the must-do’s?
We must show the beer and the red solo
cup as “solomates.” This will show that
Red Solo cups are the only option to
accommodate your beer when drinking.
Any generic red cup is an imposter and
your beer would not approve.
What are the creative considerations?
The creative consideration is the fact
that we are bringing to life inanimate
objects. Our slogan, “Find Your Solomate”
is a play on words that illustrates the
“soulmate” aspect of the relationship. It
also utilizes our brand name, “Solo,” into
the slogan.
What are the deliverables?
Where will the messages run?
3 print ads will run magazines that pertain
to our target. We think Sports Illustrated,
Game Informer, and TIME will reach our
target effectively. Our 4th deliverable is
a guerilla marketing technique where we
will have a Red Solo Cup and beer bottle
mascot attend minor league baseball
games around the nation. The event will
be called “Red Solo Cup Dollar Day” and
all draft beers will be one dollar and come
in a Red Solo Cup. This goes along with
our strategy because the two “solomates”
are at a social event bonding over their
love of both baseball and a cold drink in a
Red Solo Cup.
RED SOLO CUP
CREATIVE BRIEF

6. Ad LOCATIONS

7. WILD CARD Execution

8. Process work

9. Trendboard +102 Ideas
1. De-soloize
2. It’s cool to be a square
3. Different grips
4. Handle
5. Tailgating
6. Fancy dinner with cups
7. Cereal in a cup
8. Country music
9. Games
10. Pong
11. Flip cup
12. College party
13. Camping
14. Stacking cups
15. Competitive cup stacking
16. Cups in a fence to spell something
17. Ruler
18. Sand castle
19. Hider of booze
20. Known for alc, use it for everything else
21. IPhone speakers
22. Cup phones
23. Change holder
24. Urban Outfitters
25. Current with pop culture
26. Cheap
27. Bowling with cup pins
28. Corn hole
29. BBQ in the backyard
30. Names on cups
31. Picnic
32. Breast cancer cups / different themes
33. Toby Keith “Red Solo Cup”
34. #Murica
35. Greek life
36. Hangovers
37. Pretending… little kid covered in cups
is pretending to be an alien
38. Drumming – little kid
39. Reusable
40. Toothbrush holder
41. Putting it on your mouth and sucking in
42. Purple mouth ring
43. Baby bath
44. Cracking the lid
45. Not for hot liquids
46. Melt in the microwave
47. See them in the woods
48. Bonfires in the woods
49. Multicolored
50. Tie dye
51. Baseball game sponsored night
52. Cheap
53. Crafts
54. Building a tower
55. Building a rocket ship
56. Sand in your cup
57. Wet on the outside and the sand sticks
to it
58. Condensation
59. Detroit Redwings
60. On top of the keg when it’s tapped
61. Painting
62. Lids
63. Straws
64. Air traffic controller
65. Urn – tape two cups together
66. Empty bag – the worst
67. The worst
68. Marionettes
69. Hat – fez
70. Waterfall cup
71. Car made of solo cups
71. Car made of solo cups
72. Cross country party (bus)
73. Oktoberfest
74. Cup song
75. Balance it on it’s side
76. Water ring – not a ring anymore?
77. Play binoculars
78. Replacement party hat
79. Game of Thrones – iron throne solo cup
80. Furniture made of cups
81. Han Solo
82. Star wars theme
83. Princess Lea hair
84. Darth Vader light saber made out of red
cups
85. Squares v. Circles
86. Square can make it better
87. Square does NOT make it better
88. Gatorade cups on the sidelines are now
red cups
89. Sports teams sponsored (NY Giants
Solo Cups)
90. How do you stack up
91. “Solo” connotation
92. Musicians going solo
93. Guitar solo
94. Solo Band
95. One guy playing everything
96. Eric Church drinking Jack out of a solo
cup
97. Cup TV
98. Cup Air Conditioning
99. Big Solo Cup hot tub
100. Everything tastes better in a solo cup
101. Stoplight red means go
102. Big Pong Jimmy Fallon

10. 53 Thumbnails

11. REJected Comps

12. REJected Comps +
Feedback

13. COMPS
In this exectution, we first recognized how a
cartoon look could be a really fun, different
take on giving life to inanimate objects. We
had applied a filter to the picture to give it
a cartoon feel, but then thought it could be
better executed if we actually drew out our
advertisements by hand.
In our final comp, we hand drew (drew in
Illustrator) an extention of our idea from before.
In this execution the Red Solo Cup and beer
are fishing like best friends would, yet it has a
lighter feel because they are hand drawn. We
then took this comp, revised it, generated more
ideas for situations, and ran with it.