Jolene Kuna
COPYWRITER PORTFOLIO
BHLDN
SET UP
BHLDN puts out a wonderful a sense of exclusivity that shines
through with each one-of-a-kind gown they curate for their
collection. Every bride wants to feel special on their day, even if
just for their chosen partner in crime. Joining an exclusive club with
truly unique designs is just icing on the [wedding] cake.
As the brand grows, expanding its market to
women of all body types and races would be a great
opportunity to strengthen their unique identity.
TAGLINES
On one of the most important days of your life, take the time to try
BHLDN on for size. Seize your dress and seize your day.
Seize your day.
Alternate
Only on your day can you wear your dress so seize your day and the
dress that will leave no room for mistaking who the bride is and the
flawless, unique style she is about.
Only your day. Only your dress.
PRINT
SPRING
SUMMER
A man wearing gray pants and red suspenders chases after his bride,
hair speckled with flowers, whose gown flows with her every movement
as she runs through an orchard with freshly blossomed apple trees.
A woman with warm dark skin stands on a platform with fireworks
blasting off behind her, painting the night sky with a fan of a thousand
tiny lights.
PRINT
FALL
WINTER
Two women, very much in love, stare contentedly into each other’s
eyes. Both in exquisite white BHLDN gowns, nothing but yellow leaves
fall around them onto a yellow draped forest floor. White birch trees
mirror their stance, firmly rooted next to one another for eternity.
An elegant old woman faces front with her equally elegant husband,
holding hands. Him in a three piece suit, her wearing a mother-of-thebride dress. Snow falling all around them.
UNDER ARMOUR
SET UP
Olympians and ballerinas and NFL stars have accomplished
something amazing. They have taken their bodies to it’s limits;
displaying for the world how truly incredible the human form can be.
True examples of extraordinary physical accomplishment, many times
completed with the help of Under Armour.
The thing is, they aren’t the only ones doing this.
SET UP
A single Dad, taking care of his kids,
working a full time job, all while finding
the time to lose 150 pounds and keeping
it off.
An 18 year old kid joins the military to
pay for his education, gets shipped off to
Iraq, comes back without his left leg and
figures out how to get himself in and out
of a pool five times a week.
A 60 year old woman, after her husband
passes away and her children start living
life on their own, takes up running as a
hobby and ends up completing a halfmarathon and then a full marathon,
consecutively.
SET UP
ORDINARY people accomplishing the
[EXTRA] ORDINARY with Under Armour at their side.
SOCIAL
Real people share their extraordinary stories of accomplishment via Youtube, Facebook, Twitter and
Instagram with the hashtag (#UAextraordinary).
They are directed to the UAextraordinary website and advised to stay tuned.
WEBSITE
Stories of the extraordinary accomplishments that everyday people across the country are
requested to be submitted in long form, via video. Best stories will be rewarded with one on one
training sessions with athletes and/or professionals sponsored by Under Armour.
Runner ups and top winners all receive UA swag. Twitter and Facebook will delve out swag to
those who share their stories and invite others to share; making use of the hashtag and website.
COMPLETION OF CAMPAIGN
The top stories that were chosen, along with video vignettes of
their training sessions are featured in commercial ads, promoting
the idea that with the help of Under Armour, anything can be
accomplished.
IKEA
SET UP
Imagine a scenario where IKEA has noticed a gap between where
their product started out and where it has ended up. With this
realization, they want to find a way to bridge that gap allowing their
market to grow with their product.
One of the best things about Ikea, is their low
prices and elegantly simple product, allowing for
the “Ikea Hack” to become a thing. Any person
can buy anything in their store, apply their own
modifications and make it truly unique.
TAGLINES
HOW’S IT HACKING?
HOW DO YOU HACK?
WHAT’S YOUR HACK?
HACK IKEA AND SEE WHAT YOU CAN WIN.
IN STORE
Set up kiosks where customers can view the already submitted Hacks and submit their own.
Flyers provided with directions on how to enter.
TV - WINTER AD
Example of Winter ad, featuring family, implicit acceptance of differences and individual creativity.
A 1-minute commercial with the “Old World” and the “New World” of Ikea embracing each other with warmth.
INT. – LIVING ROOM – DAY
Through the PRICE TAGS, a couple speak to each
The couple, still HAPPILY speaking in Dutch,
A simple modern living room with up-to-date IKEA
other in Dutch as they pack suitcases.
interweaving behind and in front of all the IKEA
furniture filling every available space. Typical IKEA
catalog prices start to pop up everywhere.
PRICETAGS exit their home.
TV - WINTER AD
EXT- DRIVEWAY- DAY
EXT – FRONT DOOR – DAY
A young woman with a very apparent eclectic look,
The couple walk down their driveway, suitcases
A bright RED DOOR with a large silver KNOCKER on
answers the door with a huge warm SMILE.
rolling behind them with the IKEA PRICE TAG on their
it. A hand reaches out to it and knocks forcefully and
suitcase trailing behind. They hop in cab with a logo
methodically three times.
WOMAN: [American accent] HELLO!!!!
on it, in Dutch, but something signifying an AIRPORT is
clearly visible as they shut the door. Speaking swiftly in
The Dutch couple from before greet her in ENGLISH
Dutch to one another the entire time.
with equal enthusiasm.
TV - WINTER AD
DUTCH MAN: HELLO!!!!
NT- LIVING ROOM - DAY
As they walk in similar to before TEXT starts to pop up all around them. This time,
He hugs the young woman and walks in, his wife behind him. She greets the young
however, instead of Ikea price tags the TEXT hovering over each piece of furniture
woman and puts her arm around her waist as they walk in together.
says, “Hack #1983, Hack #31 Hack#205 Hack#73 Hack#364, Hack#44…” Each piece
of furniture not immediately recognized as IKEA furniture can start to be recognized
DUTCH WOMAN: Hello, Cousin!
as they place their suitcases down next to a similar case that has been modified. The
IKEA PRICE TAG hovers over the Dutch couple’s suitcases, while the IKEA HACK tag
hovers over their American cousin’s counterpart.
TV - WINTER AD
The couple and their young cousin continue to talk in AMERICAN ENGLISH as they
walk back to the KITCHEN, visible from the LIVING ROOM. They walk through IKEA
PRICE TAGS and IKEA HACK TAGS that intermingle with one another creating a
perfect fusion of original and modified, recognizable as a whole in the Ikea Family.
Text appears over the scene:
Visit ikea.com/hack to see what you can win.
#ikeahack
SEASONAL TV EXTENSIONS
SPRING CLEANING
A family cleans out their garage, decide to get creative with Ikea shelves to maximize their
storage space. Roller skating can now happen because an Ikea Hack saved the day.
SEASONAL TV EXTENSIONS
SUMMER BBQ
A group of college students are throwing a Summer evening cookout and have suddenly
realized they don’t have enough outdoor seating. They gather all of their mismatched chairs
from all over the house, borrow some from the neighbors, stop their car on the side of the road
to pick up an abandoned chair and buy some from their local thrift store.
Next, they use fabric purchased from Ikea as chair covers. Voila! Everything matches, the party
is a success and the night is filed under best/fanciest gatherings EVER!
SEASONAL TV EXTENSIONS
FALL BACK TO SCHOOL
A child notices her new first year teacher is nervous and disorganized. She decides
to bring a desk organizer to school for her teacher, made out of decorative Ikea
flower pots. Organization ensues. Learning quickly follows.