portfolio/promotions/arby's
Title
Arby’s
Names
Space Camp Promotion
Challenge
Incorporate “Dream Big” theme into Arby’s Space Camp promotion targeting kids aged 6 to 12.
Concept / Copy
I was hired to write the copy for an existing concept.
Solution
Read up on Mars, the Space Shuttle and the Moon landing.
Wrote fun and engaging space articles for each kid’s meal.
Testimonial
Emily Capps came in for an interview on referral and I knew right away that we clicked. Emily is easy to talk to and she had a way of describing her work that brought it to life. You know, the feeling you have when someone gets it.
I needed someone that could understand the values-based tone that our client had embraced as their new mantra and voice. This was hard enough for me to describe, let alone give clear direction for an execution.
We gave Emily all of the pieces – a handful of websites, a stack of books and bits and pieces of technical stuff from the Space Camp licensor. Her challenge was to craft all of it into an entertaining summary of the US Space program for kids between 6 and 9 years old.
Before it would get to the kids though, there were several very critical screens.
1) The client – this would be the first piece that instilled the new “values” voice for Arby’s
2) The licensor – sticklers for fact and historical accuracy
3) The agency – who considered themselves the expert on what was appropriate for kids and their art directors that had clearly defined templates, word counts and image choices.
Emily was gracious enough to take input and direction from all of these screens and accept multiple rounds of revisions. In the end, we had four unique stories that each tracked an important event or series of events that would shape the US Space Program. There was a good bit of research done to make this happen.
The job was as much about generating the content, as it was shaping the content for the screens.
— Eric Duncan, Senior Art Director, formerly with Strottman
