JULIA REED
Brand Copywriter
E&J BRANDY
HERE'S TO THE CHANGE
July 2020
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In the summer of 2020, E&J Brandy secured a partnership with The Basketball Tournament—the first live sporting event back on ESPN. With the partnership came the opportunity for a national broadcast spot. During this time, protests and calls for change were at the forefront of our consumers' minds, so rather than focusing on product messaging, we took the opportunity to take a stance for change. To establish authenticity and further support the message, we brought E&J’s partnership with the National Urban League, an organization dedicated to empowering minority communities, to the forefront and spotlighted all local minority entrepreneurs for the talent. Within this project, I spearheaded the commercial concept, wrote the script, and worked alongside the creative director to determine the storyboard.
E&J SPOTLIGHTS
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Prior to the creation of our E&J commercial, we launched the E&J Spotlight campaign. Based on the learning that E&J fans are highly motivated around creative side hustles, we sought to recognize minority fans in the E&J Family who are pursuing their passions. With each spotlight, I conducted an interview and wrote a piece celebrating their work, which was shared on the blog, email and social media.
