Brandcenter Project : Creative Problem Solving

THE ASK

Conduct research and choose a brand that is facing a problem. Solve it creatively through a campaign. Build a Creative Brief.

CLIENT

iRobot’s machines have solved mysteries of the great pyramid of Giza, inspired the first micro rovers used by Nasa, and created the home robot cleaning category with the introduction of Roomba in 2002.

PROBLEM

Sales of Roomba are declining after the recent Amazon aquisition. There is decreased consumer trust concerning their data.

FINDINGS & STRATEGY

The most common name for a Roomba is “Rosie”. People love to name their robots and interact with them as if they are pets. With more positive emotion comes a sense of deeper trust between Man & Machine.

Personify Roomba to foster a deeper sense of Trust.

IDEA

Black Sabbath, Van Hallen, Mötley Crüe and the countless other bands
notorious for rocking out on stage and wreaking havoc off of it.

And behind every havoc wreaking band there is a
Tour Manager willing to spill their secrets and scandals.

but unlike a bad Tour Manager...

“A ROOMBA NEVER TELLS”

LAUNCH FILM

Stereotypical Mötley Crüe-esque Rock Band (V-SLAM) getting interviewed by a snobby journalist,

“I’m sitting here with the notoriously wild band V-SLAM, who aside from their music are more known
for trashing hotel rooms, high profile sex scandals, and even bringing circus animals on tour.
Miraculously you have seemed to stay out of the papers over the last year, so I wanted to congratulate you for
finally turning the corner into a more mature, sensible, subdued band.”

“We appreciate that man, but actually we’ve been doing exactly the same stuff…
We just got rid of our chatty tour manager Steve and replaced him with a Roomba.”

“And even when Roomba stumbles on something that could blow up in the media,
it simply turns around, because it never tells…

(unlike the old tour manager Steve).”

SOCIAL POSTS & ACTIVATIONS

OOH/PRINT

TEAM

STRATEGY: EMMA KERENCHEVA, AMANDA LAPIN
CW: CALLUM LEITENBERG
ART DIRECTION & EXPERIENCE DESIGN: NITHYA CHARLES, CLAIRE SNYDER

emma kerencheva brand strategist

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emma kerencheva
brand strategist