@mymoodisthisMy newsletter vanzeller.isabel@gmail.com Projects — Ace & Tate Take Another Look Create new company tagline for Ace & Tate to help establish a consistent brand identity Campaign copy + film script + Editorial campaign + Press release I was given the task of creating a new tagline for Ace & Tate, more in tune with its company values. The campaign included video and photography created in collaboration with agency HALAL, and was promoted through the website, Youtube, social media channels, editorial content and in a selection of Ace & Tate stores.
Newsletter:
wait-til-you-see-this.html
Oh Crap, it’s Christmas.
Sell more gift cards
Concept and copy
Instead of focusing on the wonders of Christmas, we got very real and created a campaign that talked about the stressful side of Christmas, particularly gift giving. The main message being that the Ace & Tate gift card is the ideal gift, because it shows loved ones you care, and requires no big effort at all. The project was adapted to retail as well, and we created a 'Gift hotline' with our CX team tht allowed customers to call in and get gifting advice.
The most thoughtful, thoughtless gift out there.
Newsletter:
oh-crap-its-december.html
Instagram:
https://www.instagram.com/p/Bqw2UQjhMFh/
Christmas editorial project "Super Gezellige"
To engage and connect with our audience through compelling, creative content.
For Christmas 2019, we created an editorial project for the Ace & Tate journal that involved sharing personal, non-conventional stories on conventional recipes. We invited creatives such as artistic food practice Long Prawn to contribute, as well as Amsterdam’s wine connoisseurs Salon Vin Naturel to prepare the wine pairing for each meal.
I wrote a piece about my mother’s chocolate mousse.
International Women's Day 2020
Raise awareness around International Women's Day and connect with our audience for a good cause
Concept + talent research + project management + copy + editorial
To celebrate International Women's Day, we invited male and female artists to create an original print inspired by Equality. Talent included London-based Kelly Anna and Venezuelan artist Carlín Díaz.
The posters went for sale at our stores, and the proceeds went to the Fred Hollows Foundation US: a charity focused on helping visually-challenged girls and women, who have trouble getting access to proper healthcare due to gender-related issues.
Artwork by Carlín Díaz
Editorial
We need to talk about Failure
Write content to build brand identity and connect with audience
Story and copy
The theme Failure has obviously been discussed a lot, especially since the rise of start-ups. I shared a different perspective on it, with the aim of connecting with the brand's audience and further establishing the brand's open-minded character.
Illustration by Lily Kong
Personal Work
Wieden+Kennedy: The Intersection exhibition
I was invited by creative agency Wieden+Kennedy to participate in a group exhibition that brought together female artists living in the Netherlands, to celebrate International Women’s Day. It was hosted in collaboration with The TittyMag, and all proceeds went to non-profit organisation, Neighborhood Feminists. The brief was to create a piece inspired by a woman I admire, and I chose to write about my Mum and her Unhappiness. I find there’s something quite beautiful about sadness. I wanted to express my admiration for my Mother, not because I think she is the perfect mother, but because I’m in awe of her imperfections, her rawness, her realness.
https://www.itsnicethat.com/news/wieden-kennedy-the-intersection-titty-mag-exhibition-090320
Thanks for reading. Take care.