NSAC

For the 2018-2019 National Student Advertising Competition, Wienerschnitzel challenged students across the nation to elevate the hot dog and dispel three common misconceptions: that the hot dog is mysterious, unhealthy, and bland. Our University of Illinois team decided to accomplish this by reminding America why we love hot dogs: because they’re fun.

The hot dog isn’t mysterious – it’s a key part of American culture. The hot dog isn’t unhealthy – it actually is pretty similar nutritionally to deli meat, but that’s besides the point. What’s important is that it’s healthy for the soul. And finally, hot dogs aren’t bland – have you ever seen a Coney Island dog smothered in chili, or a Seattle dog with cream cheese? On these three points, we set out not to show people what a hot dog isn’t, but what a hot dog is: pure, unadulterated fun.

Here was our plan: create a traveling experiential marketing event called the Wiener County Fair that would start in the most boring town in America (Bridgeport, Connecticut) and continue on through 21 major US cities to end in Leavenworth, Washington, AKA the Bavaria of America, for their Oktoberfest celebration. The W.C.F. is accompanied by the launch of an app called Funusual, a program loaded with daily challenges to inject a little (or, more likely, a lot) of fun into a mundane day.

I worked as an Art Director on this project, and designed the campaign “For Fun’s Sake” logo as well as the Funusual app logo, Karaoke Palace and Wiener Nationals W.C.F. mockups, and the media plan. So, go ahead, take a look through our plans book, just For Fun’s Sake!