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For this campaign, my partner and I were tasked with choosing a consumer product and targeting it towards a specific subgroup. We chose to advertise Essie Quick-e Drying Drops (a product we felt lacked awareness in the category) to busy moms, a subgroup we thought could truly benefit from the product.

Insight and strategic concept: Moms with young children are extremely busy; sometimes they have only minutes a day for themselves. But whether they are waiting for the cookies to finish baking or watching their children playing, Essie Quick-e Drying Drops allow moms to treat themselves to a professional, mess-free manicure in no time.

Strategy and creative work by Veronika Hanson and Alyssa Harvey

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