Goal & Brief

The CPV campaign is Snapchat’s first fully integrated global marketing campaign. The purpose of the campaign is to explain and clarify Snapchat’s core value prop to the world — that it’s the fastest way to communicate with your real friends. The campaign was developed for all 13 growth priority markets but initial campaign flights to impact 7 select markets. 

As a Sr. Creative working on the campaign, I had the following responsibilities.

Film Graphics
I worked through the graphics used throughout the anchor film. I also worked through the titles made for each friend pair. Both of these executions involved using our in-app caption styles to bring the app to life in these human stories as much as possible.

OOH Billboards
The billboard campaign was a large, sophisticated undertaking. For context, we highlighted friendships around the world and our billboard campaign followed suit by being a global rollout.

For each priority market, we had featured friendships and designated billboard real-estate. So we built custom Bitmoji stickers for each friend pair of them doing activities that are relevant to their relationships.

For example, Cindy & Brian went on a first date getting dinner at a wharf, so we highlighted their foodie tendencies and put up a few billboards at that specific wharf.