Ben Miftari
Creative

Blog

Bucket List

Insights

Memories are better when made in Summer; The experience of making memories. Whether past memories, new memories or memories yet to be made.; Unforgettable moments that happen in summer.; You only do certain things in Summer and they’re great.; We all have a feeling about Summer.; Summer never lasts long enough. Wanting it to last longer.; Summer is anything you want it to be.; Nothing beats Summer.

Top Insight

You only do certain things in Summer and they’re great.

10 Executions

  1. Installation- Its the middle of winter and people walk in to a coffee shop to get a warm drink they find palm trees, warm air a tiki style place serving up the best things of summer.
  2. Experience- Typical food truck but serving up Summer foods- BBQ, lobster, hamburgers, hot dogs “A Taste of Summer”.
  3. Onion Headline- Climate experts rejoice. The never-ending summer is here.
  4. Tweet- Anyone complaining about the the heat now? (Tweet in midst of massive cold front in Jan-Feb).
  5. Comedy Stand-up- When summer begins everyone break’s up and is single going out with as much people as you can. When summer ends everyone is trying to get back together again.
  6. Joke- Summer would be the best, if not for the tourists.
  7. Event- Roof top pool party in the middle of winter. (Heated pool).
  8. Product- A sun tan lotion bottle of Summer tan. Now its Summer all year-round with a tanning lotion that gives you the look of a tan. Take Summer with you.
  9. SNL Sketch- Dead of winter everyone is bundled up and father time walks through the door in the form of George Hamilton nice and tanned making fun of everyone, heckling them. Dressed in Florida-style clothes, drinking alcohol with an umbrella in it and hitting on women.
  10. Print- A shot of a Summer drink with an Umbrella in it and snow melted away around it. HL: Like we needed more reasons to love Summer.

New Insight

Most people love summer because of the friends, adventure, experiences and memories they make that last forever/lifetime.

Client

Miami Beach

Strategy

People love Miami Beach because it reminds them of summer because of the friends, adventures, experiences and memories they made that last forever.

Executions

Print - Billboard

Print - Subway

TV/Video Spot - The Call

A guy gets a call and is answering the person on the other end with "yeah, I know" "I can't wait either", etc. Girlfriend in the background becomes curious as to who is on the phone and asks. At first he doesn't answer, but replies to person on the phone "hold on a sec". Turns to girlfriend and reluctantly says "it's Summer calling again".  Girlfriend says "again?" Man says "yeah" and turns to phone. Cut to a shot of George Hamilton on other end laughing and drinking in warm climate, party scene. Cut to super of Miami Beach.

Ben Miftari