family+of+madness

Meadowdale Madness 2023

STRATEGY: Timia Roberts

ACCOUNT MANAGER: Josie Midas

Winning Team

CW: Rebecca McCann, Nathan Roberts

AD: Kenneth Hang, Carson Brooke

The Brief:

Local Halloween maze Meadowdale Madness is looking to expand it’s reach in the Richmond area to draw in more visitors and donations. Craft a campaign to get the word out. Real client-based brief with feedback.

The :Process

Our class had already been divided into 3 mini “agencies,” consisting of art directors, strategists, copywriters, and client outreach. We already had one client briefing and round of executions, which we unfortunately did not win, although it prepared us to give it our all for the second client. That’s exactly what we did with Meadowdale Madness, and we ultimately beat out the other agencies for their business.

Flora + Iridescent = Floradescent

Floradescent were all gigantic fans of Halloween, which naturally gave us a leg-up to begin with. There were a lot of ideas being thrown around when it came to this project, but I knew that the traditional cookie-cutter view of Halloween wasn’t going to turn any heads (or slice them off), so I voted that we go against the grain. Halloween = scary. Okay, we get it, but what else does Halloween mean, especially given the context of the client? Well, the maze is family-owned and ran, so to me it made sense to approach the campaign from the point of view of the visitor getting to join this freakshow of a family for one hellish night only.