These two comps were rough drafts of a creative direction we were following for a time while making our Wienershnitzel campaign for the National Student Advertising Competition.
The idea was based on a survey we conducted that proved most respondents considered hot dogs as a snack rather than a meal. We were exploring the idea that too often snacks are underrated and drowned out by society’s focus on meals. Our argument was that snacks are just as important as meals and that “snacks need their own lane.”
We did not follow through with this idea because in the end we could not condense the message enough to be understood by the general public at a glance, or without any explanation.