WEEKDAY SS24: “SATURDAY” MOVIE TRAILER
Step into a new realm with Weekday’s Spring 2024 campaign SATURDAY – a visually captivating movie trailer that transforms the ordinary into the extraordinary. This cinematic campaign is about a decision that takes someone out of their comfort zone and a brief encounter that elevates a person’s life in just one night. SATURDAY explores the transformative power inherent in a single moment.
As a brand strategy consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends, defined by Rebellion Against Restraints, Neo-Collectivism, Re-Evaluation of Norms and the aspiration to elevate every day. I conducted workshops with stakeholder groups, the creative team, and channel owners. By creating and presenting insights and strategic directions, I supported the creative team to translate insights into concept development and activations. The heart of our strategy resulted in the global concept, "SATURDAY Elevate Everyday” a love story about how creativity help us break through the density of day-to-day reality, to reveal things we didn’t notice before. The elevated vibes hidden within our days.
Objective:
The Seasonal Campaign should build strengths around emotional attributes, recognition, and top of mind brand awareness amongst a wider target audience on a global market. The concept should be insights driven, strengthen the brand identity and position, by furthering the current perception of the brand. The objective is to take market share from high street players and create wide reach in existing audience as well as growing the customer base.
Insights:
My role involved unveiling global macro trends through insights like Rebellion Against Restraints, Neo-Collectivism and Re-Evaluation of Norms. We took a standpoint on the insight that much of the world is facing difficult financial times but that doesn’t mean that happiness is necessarily out of reach. Instead, Gen-Z consumers are determined to find joy in simple, day-to-day moments. The campaign should highlight for the consumer how they could break free from the density of reality and elevate their everyday.
Campaign:
I conducted workshops with stakeholder groups, the creative team, and channel owners. By creating and presenting strategic directions, I supported the creative team to translate insights into concept development and activations. The result materialized in the campaign, SATURDAY Elevate Everyday – a visually captivating movie trailer that transforms the ordinary into the extraordinary. The cinematic campaign is about a decision that takes someone out of their comfort zone and a brief encounter that elevates a person’s life in just one night.
The Campaign: Saturday Movie Trailer
“Creating an actual movie trailer with an amazing cast who embodies the Weekday spirit is an exciting endeavor. There’s an everyday narrative filled with moments that deserve celebration and recognition, and we believe every day should be anything but mundane,”
Kim Holm, Managing Director Weekday.
Strategic Planning and Creative Direction
I have some 20+ years of experience, working with brands, insights, and activations, both from agencies like PrimePR/UnitedMINDS and the brand side – including 6 years as Head of Marketing and Creative Director at Tretorn.
At Above The Clouds, I offer a freelance consulting service that allows you to leverage my in-depth expertise across a range of specialty areas, without having to increase your permanent staff or contract a full-size agency.
