southern living

 
 
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creative campaign


problem

Southern Living continues to perpetuate Southern stereotypes

opportunity

the South has a divisive past, but today, Southern culture is changing for the better

solution

start creating an inclusive Southern legacy


strategic thinking


1. Southern Living is stuck in the times. Their content isn’t an accurate reflection of what Southern culture is in 2018. Oh and print is dying.

2. Today, the South is changing for the better. More and more people are moving to the South for the vibrant culture and low cost of living.

“Dowdy suburbanism is out, replaced by a vision of vernacular architecture, artisanal everything, the wabi-sabi chic of the rural hunting lodge and an informed embrace of regional cooking.” - The New York Times

3. Southern culture in 2018 doesn’t reflect its polarizing past. But the good music, flavorful cooking and homegrown hospitality are still the same.

4. We want to contextualize this unique sense of Southern heritage today.

5. At first, we landed on the thought that “the South has changed”. But the South is changing and will continue to in the future.

6. strategy

Stop championing perpetuating stereotypes, start creating an inclusive Southern legacy.


creative work

print

full page spreads in competing magazines, featuring a rotating title.


out-of-home

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digital & social

moving the Mason-Dixon Line

A new South needs a new Mason-Dixon Line. As part of our relaunch campaign, we’re expanding the ‘South’ to encompass the entirety of America. Southern Living takes to the country’s street with a traveling Southern Culture festival called the Moving Mason-Dixon. Our goal for this event is to show the country it could benefit from a little southern living.

Here guests can track the Mason-Dixon line’s progress, see featured social from previous stops, and learn more about the New South.

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my roles

wrote creative brief
conducted consumer interviews
created competitive audit
conducted social listening
fielded survey

I worked on this project with my teammates:

Catie Frech (strategist)
Ainsworth Kerr (copywriter)
Kymberli Fraiser (art director)