:The Cathy Exhibit:
ROLE: Art Director
THE BRIEF BRIEF: Turn boring annual personas presentations into an exciting interactive educational experience.
DoubleDown Casino approached us with perhaps one of the most unexciting briefs I've ever encountered: an internal personas project to familiarize their employees with their target audience. Instead of resorting to the typical slide show accompanied by craft beers and free pizzas, we conceived the Cathy Exhibit. This exhibit recreated the living room of their most dedicated fan, Cathy, right in the heart of the DoubleDown Casino corporate office. Office posters encouraged employees to spend time in the exhibit, allowing them to learn more about Cathy and her family. We strategically placed Easter eggs about her life throughout the room for employees to discover.
Later in the month, employees were quizzed on details such as "On which days of the week does Cathy pick up her grandson, Mason, from soccer practice?", "What heart medications does Cathy's husband take?", and "Which Tom Petty CDs does Cathy own?" Cash prizes and complimentary cocktails were awarded to employees during a Cathy-themed trivia night.
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