This is the capstone class for Chapman's Public Relations and Advertising program. Students are put into groups to form agencies and real clients give briefs and judge the final campaigns. This semester's client was Mazda and the challenge was to promote the Mazda3 from September-November 2018 to first-time car buyers in LA and Orange Counties with a $3.5 media budget and $500,000 production budget.
My group's campaign, "Live Your First," appealed to people ages 23-27 through a variety of experiential components. I mainly worked on pre-campaign research, writing the book copy and designing the book. Joe Haley, Mazda North America's Manager of Retail Marketing, watched two teams present campaigns and he chose our campaign as the winner.