CONNECTION IS PRICELESS.
Trader Joe’s Social Impact
BRIEF: Design a campaign responding to the loneliness epidemic by transforming an activity traditionally done alone into a shared experience through one initiative
CAMPAIGN OVERVIEW: This project transforms the Trader Joe’s shopping experience through a social stunt that replaces transactional moments with human interaction. By removing price tags and requiring shoppers to connect with one another to reveal prices, the campaign redefines value as something discovered through people, not systems.
ROLE: ART DIRECTOR - STRATEGIST COPYWRITER & GRAPHIC DESIGNER
COURSE: CREATING THE BRAND SOLUTION
ADOBE ILLUSTRATOR, ADOBE INDESIGN, ADOBE PHOTOSHOP, PROCREATE, FIGMA
Print Direct Mailers: Mailed to current customers
Upon entering the store, customers receive a magnet used to unlock hidden discounts and price tags, paired with an information card guiding them through the experience.
OOH Guerrilla Marketing
Two figures next to the Trader Joe’s logo, hinting that some things should come in pairs.
The In-store Experience
Hidden NFC technology embedded throughout the aisles beside customers’ favorite products triggers phone pop-ups with recipe ideas that guide them directly to the website.
