An advertising campaign to bring the country together after the US presidential election in 2016.

1. BRAVE NEW AMERICA
A CAMPAIGN TO BRING THE COUNTRY TOGETHER

2. YOUR CREATIVE TEAM
YIYI LIU FANGZHOU HU
Marketing major from UVa McIntire,
M.A Public Relations candidate at USC.
Music enthusiast and Disney nerd.
Hopes to start a marketing career in a
creative agency and grow into a music
and entertainment branding strategist.
M.A Communication Management
candidate at USC
Strong passion in working in marketing
communications in the music industry. With a
love for electro pop music, visual arts and
urban design.

3. CREATIVE BRIEF
BRAVE NEW AMERICA
▸ Goal: bring the country together
▸ Proposition: Americans need courage to initiate open and
honest dialogue. This campaign envisions a Brave New
America and invites people to build that future together.
▸ Keywords: courage, candid, communication
▸ Engagement: suspend your fear and be an active outsider
▸ Campaign tagline: Brave New America

4. CREATIVE PRODUCTS
STIMULATE EMOTIONS AND THINKING
▸ 5 print ads - physical and digital
▸ 2 radio scripts
▸ 3 TV storyboards
▸ 5 ambient designs
▸ 1 internet hub for engagement project
▸ 5 evaluation metrics

5. PRINT

6. PRINT
Do you have the courage to immerse yourself in places you never visited
and people you never understood?
Do you have the courage to be surrounded by values you didn’t agree
with and customs you can’t imagine?
Do you have the courage to stand alone among strangers whose lives had
been destroyed by the same changes that gave you opportunity, security,
and pride?
The answer is no, you don’t. Because you were appalled, angry, and
agonized when you found out that you already had. Whether your state
settled in red or blue in the Election College map, it is made up of a city of
glamour in the middle and a red blur of miserable nameless
“countryside.”
We have all been fooled, by our surroundings, by the lines we drew, and
by the walls we built. When we select the information we want to intake,
we are isolating ourselves little by little, to the point where we are
ignorant of the completely opposite world outside.
This election is not the end of American civilization; nor is it bringing us
back to the 30s. It is just, an awakening that we needed, and the start of a
brave new America. Being panicked and confused, why don’t we just dive
into the world of unknown, the crowd that we shut out, and the future that
we’ve all been dreading for.
So are you ready, to immerse yourself in a sea of “the others?”

8. PRINT
This world is beautiful.
Skyscrapers, five-star hotels, luxury department stores and the
spectacular highways! I can visit the museum on Monday, go
to the concert on Wednesday and have brunch with friends on
Saturday. Life just can’t be better.
This world sucks.
I live in the middle of nowhere. The closet grocery store in
town is about 30 miles away. I wake up at 6 and work on the
farmland all day long. My kids have to go to college, and the
healthcare payments are skyrocketing. I have nothing left
except for the 230 acres of corns, however, I am losing money
on every acre of them now. What am I gonna do?
What kind of world are you living in today?
New York, Los Angeles, Chicago, fancy metropolitan cities with
dreams, power and fortune. That’s the 100 percent filtered
great America on the monitor, but only 5 percent of America in
reality. Filter is powerful. The impoverished, depressed and
rural facts are ignored, the luxuriant, advanced and beautiful
stories are revealed.
Filter is the best way to avoid the problem, not solve it. We
disagree with the others. We think they are ridiculous, stupid
and insane. Have you ever thought that’s because we
unconsciously filter their world as ours? Unfilter is courageous,
which means you are brave enough to step out of the
imaginary wonderland and face the reality.
Brave new Americans, do you have the courage to unfilter the
world you see?

9. RADIO
ARGUING COUPLE
(Door open)
Women: here you are, finally.
Man: Sorry, honey, I know I missed your calls. I was at a…..
Women: What were you doing then? ! I called you like ten
times! Don’t you tell me you didn’t see any of them?
Man: Listen. I was just --
Women: Oh, I got it. You were having a very important
meeting for 6 hours and had not even a second to look at
your phone.
Man: Yeah,, I was having a meeting, but…
Women: see, like I just said..
Man: but --
Woman: Oh,maybe it's a very important personal meeting
with your hot new client.
Man: it's not --
Woman: Should I not interrupt you guys next time? Should I
wait till you're done?
Man: will you --
Woman: I'm not good enough for you. I know that's what
you've been thinking all the time.
Man: can I --
Woman: don't try to explain. I know you too well.
SFX: door shut.
Man: how did you know me when you never let me talk.
Voiceover: she's just too afraid of what she could hear. It
takes tons of courage to shut up and listen. But that’s how
we become a Brave New America.

10. RADIO
TRANSFER STUDENT
Mom: Sweetheart, how’s your first day? Must be
exciting, huh?
Son: …. Not really….They don’t like me. Nobody likes
transfer student.
Mom: How do you know?
Son: They made fun of me.
Mom: Awww, did anyone say anything?
Son: ...No, but they kept looking at me while I was
eating.
Mom: Maybe they just wanted to sit with you.
Son: No, nobody wants to sit with me, they didn't
even talk to me.
Mom: but did you talk to them?
Son: ….no, they look at me as if I'm weird.
Mom: maybe it's because they don't know you yet.
Son: What do they need to know? My name is Austin
Smith. I'm from New York. I'm new. I'm good at math.
What else do they need to know!!!
Mom: Honey, they need to know way more than that.
Son: nobody asked for more.
Mom: don't wait for someone to ask. Be brave and
walk up to them. I know it’s tough. But that’s how you
start making friends at a new school.
Voiceover: in a world where everybody is waiting to
be understood and accepted, courage makes the
whole difference. And that's how we become the
Brave New America.

11. TV COMMERCIAL
GIRL IN THE PROTEST
(In front of Trump Tower)
SFX: Crowded protesters
Mother: Hold my hands tight, honey.
SFX: Flag burning sound
Girl: Mom, why do we burn our flag to protest against him?
(A man walks out of Trump tower)
Man: You worked for Trump! You racist!
Crowd: Only bigots work for Trump! Get out of this country!
Girl: Mom, why do we punish a stranger, is he bad?
SFX: Car horn noise, traffic
Girl: Mom, do we have to stop leaving our lives? You said it's okay to
not always get what we wanted.
SFX: protest background noise
(tagline emerging on screen, Brave New America)

12. TV COMMERCIAL
INTER-CONNECTED LIFE
Idea: Even though we hold different
views, we’re connected as one. Use
split-scenes to demonstrate how we
depend on each other. No single
group of people lives in America by
itself.
BGM: light and relaxing song
Voiceover at the end: we are all
connected. (with tagline emerging on
screen, Brave New America)

13. TV COMMERCIAL
JUDGING BY THE SHOES
SFX: noisy shopping mall.
Woman mind voice: oh, those shoes cost at least a grand. Who does
she sleep with to get these?
Young woman chatting with friend: Should I buy these? They are
expensive!! I’d look spoiled or like a Kardashian!
Friend: You deserve them okay!! You paid off your student loan and you
just got promoted!! You kicked butt in the all-men IT world okay?
Woman mind voice: So ugly. Where do you come from? 1990s? Must
be one of those nerds who don't even watch tv.
Young girl talking to boyfriend: I know, but my dad sent me these last
month! He got them on sale! They are so warm and comfy!
Boyfriend: they must miss you a lot. Let’s get something for them, too.
Salesperson: do you need help finding anything? These just came in
and I think they'll look great on you!
Woman: They are gorgeous but not my type.
Mind voice: oh no does she think I’m bossy or something?
SFX: chattering in the store.
Voiceover : we are more than what we seem.(with tagline emerging on
screen, Brave New America)

14. AMBIENT
BILLBOARD

15. AMBIENT
LENTICULAR WALL
red AND blue

16. AMBIENT
ELEVATOR DOOR
Outside Inside

17. AMBIENT
WATER-SENSITIVE BILLBOARD
Shiny Rainy

18. AMBIENT
AR / MIRROR AD Imagine yourself in a different world in this ad.
QR code directs to Outsider website

19. OUTSIDER PROJECT
ENGAGEMENT HUB LANDING PAGE

20. ENGAGEMENT PROJECT

21. ENGAGEMENT PROJECT
ABOUT OUTSIDER
We are all insiders in our own little worlds. We strive to be.
We publicly denounce whoever isn’t one of us, and secretly shiver at the thought of being an outsider.
We turn our back to different opinions and disapprove all the disapprovals.
We draw lines. We act blind.
This is how, we as a people, became divided.
Outsider has chosen five YouTuber influencers, each of whom enjoys a following of millions who share
and aspire his/her way of living. These symbols of fame and popularity are thrown into a crowd where no
one knows their names. Becoming outsiders, the YouTubers will keep video diaries for their fans and the
internet to see a different America.
They are your avatars to bear the discomfort, suspend the fear and immerse into the unknown and the
misunderstood. Are you ready to embrace a new point of view, a new world and a new life?
Visitors are encouraged to comment and contribute ideas in the Participate page. Sharing of the
Webisodes, as well as original Outsider stories are more than welcome.

22. ENGAGEMENT PROJECT
PARTICIPATE PAGE

23. EVALUATION METRICS
FROM OUTPUT TO OUTCOME
▸ Impression, recall, share, and comment of ads calculated
through tracking and post-campaign marketing research
▸ # of views and comments on the Outsider project: # of
shares, # of participation, sentiment analysis
▸ Earned media of the campaign: # of coverage, # of
impression, sentiment and quality of coverage
▸ Change of public attitude on social media
▸ Change of # of protests in the country

24. THANK YOU.