MAKE EVERY MOMENT COUNT 2020

REDBALLOON & ADRENALINE BRAND MOVEMENT

Creative Strategy, Concept Development, Creative Direction, Cross-Functional Stakeholder Engagement, Campaign Development and Internal Activation

BRIEF In the early stages of the COVID-19 pandemic, RedBalloon and Adrenaline sought to create a unifying brand movement that would inspire optimism, strengthen connection, and reinforce the role experiences play in enriching people's lives. The initiative needed to engage customers and employees while also supporting experience partners whose businesses had been significantly impacted by restrictions and uncertainty.

CREATIVE STRATEGY Built on the insight that periods of uncertainty heighten our appreciation for life's meaningful moments, I developed the "Make Every Moment Count" platform to inspire people to reconnect with what matters most. The movement positioned RedBalloon and Adrenaline as brands that help people create lasting memories while encouraging customers to support local experience providers and plan future adventures. The platform provided a flexible framework that could be activated across customer communications, partner initiatives, and internal engagement programs.

CREATIVE DIRECTION I developed the movement concept, campaign narrative, mission statements, value propositions, and creative framework across both brands. The creative approach centred on uplifting storytelling, ensuring a consistent message and visual identity could be adapted across multiple audiences, formats, and channels.

CONTENT DEVELOPMENT & ACTIVATIONS To bring the movement to life, I led the development of a suite of customer and employee-facing initiatives, including:

CUSTOMER-FACING ACTIVATIONS

  • Campaign videos for RedBalloon and Adrenaline

  • Bespoke digital gifting assets

  • Custom Instagram filters inspired by memorable experiences

  • Campaign communications and content across owned channels

INTERNAL ACTIVATIONS

  • "Moments That Count" employee recognition program

  • Experiences@Work initiative, bringing employees together through shared experiences

  • Custom Microsoft Teams backgrounds and branded communications assets

  • Internal engagement materials designed to embed the movement across the business

CREATIVE LEADERSHIP The project required collaboration across multiple teams and stakeholders to ensure a consistent rollout across two brands, customer communications, and internal channels. By establishing a clear creative framework, I enabled the movement to scale across numerous executions while maintaining strategic alignment and brand consistency.

OUTCOME Make Every Moment Count provided a shared platform that connected customers, employees, and experience partners during a challenging period. The movement strengthened engagement, reinforced brand purpose, and encouraged support for local operators while demonstrating how a single creative idea could scale across multiple audiences, channels, and business objectives.

REDBALLOON CREATIVE EXAMPLES

RedBalloon “Make Every Moment Count” Campaign Video

RedBalloon Digital Gift Card Design

RedBalloon Website Banners

ADRNEALINE creative examples

Adrenaline “Make Every Moment Count” Campaign Video

Adrenaline Website Banner