RUPAUL'S DRAG RACE FAMILY CAMPAIGN PITCH

CLIENT

RuPaul's Drag Race

TYPE OF CLIENT

Television

BRIEF

This was my final project for CM 700 Creative Development. I was tasked with choosing an advertising campaign to refresh, develop a creative brief and campaign strategy, and create a campaign pitch for ads across multiple mediums.

WHAT I DID

I chose the advertising campaign for season 16 of RuPaul's Drag Race. Although this campaign was well-executed, it was only targeted towards the existing audience of the show. I felt that the campaign could be improved by changing the strategy, message, and target segement to attract a wider audience to the show

RESULT

My campaign strategy was based on a key insight I found during my research and analysis of the client. I found that RuPaul's Drag Race (RPDR) is enjoyed by more than just members of the queer community and young adults. People of all ages can and do enjoy the show, especially those whose friends and family members are a part of the LGBTQ+ community. My research found that RPDR has helped many people understand and relate to their queer friends and family and that Drag Race brings people together.

The campaign pitch below includes concepts for a social media campaign, out-of-home, and TV spot advertisements.