BILLBOARD
CONCEPTS
With a need for OOH advertising, I developed and proposed bold billboard campaigns for Steak 'n Shake, encompassing design creation, copywriting, and art direction. These campaigns were designed to capture attention and embody the playful, yet indulgent spirit of the brand, pushing boundaries with striking visuals and memorable, provocative messaging.
Indulge in Flavor
This Steak 'n Shake billboard campaign uses bold, playful taglines paired with striking visuals to promote indulgence. Messages like "Sip, Sip, Hooray!" and "Feeling Saucy?" highlight the fun, flavorful experience, while "Fries to the Occasion!" and "Bunbelievable" add a clever twist to product-focused imagery, reinforcing the brand’s commitment to satisfying cravings.
Alt_A: GO WITH YOUR GUT
This concept focused on steering away from any healthy connotations and fully embracing indulgence. It’s all about giving in to cravings without guilt—trusting your gut and enjoying the moment. The message is clear: "Go with your gut and you'll be happy, nothing to be ashamed about." Indulgence is the star of this campaign, celebrating satisfaction over restraint with bold, unapologetic visuals and messaging.
Alt_B: MEAT WHAT YOU LOVE
This campaign proudly highlights the undeniable truth: nothing tops steak when it comes to burgers. For true meat lovers, our burgers are the ultimate choice. "Nature's best beats all the rest" is the rallying cry, emphasizing that steak is for those who want to win, not blend in. With bold taglines like "Rival the rest, steak is the best" and "True taste never fakes its place," this campaign celebrates the superiority of steak, delivering a message of indulgence and unmatched flavor.
For the initial ideas, I utilized AI to brainstorm and sketch out big, impactful concepts, starting with billboards. These early-stage ideas were expanded into potential social and digital platforms, designed to engage audiences in the middle of their decision-making journey and maximize impact across channels.
