Assignment & brand
The starting point.
Develop an advertising campaign for Fischersund in a new market. The paper describes a family fragrance brand whose world brings together Icelandic nature, music, art and multisensory retail.
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Fischersund
Nature, scent and a new market.
A team strategy paper proposing an introduction to a Gen-Z audience in Hong Kong.
Assignment context
Global Marketing & Advertising · Florida International University
Credits
Justin Alcala, Ximena Ferro, Anton Istya and Morgen Nudel. Individual responsibilities are not divided in the paper.
Work presented
Team campaign strategy paper. Direct commission and market launch are not established.
Insight & approach
The thought behind it.
The team connects the brand’s relationship with nature to an audience’s desire for calm and personal identity. This is the documented positioning premise. It is not presented as evidence that a fragrance treats anxiety or other health conditions.
Concept & execution
How it takes shape.
The final paper works through brand and audience context before proposing a media plan spanning social channels, commerce, billboards and public transport. The retained visual is the original channel diagram within the paper. No finished advertisements or measured campaign outcomes are shown in this source.
Development / The thinking in motion
Finding shared ground through nature
The team began by looking for a connection between Fischersund's sensory world and a young Hong Kong audience. The final paper describes an initial interest in the pressures facing that audience, then a further research step that identified a more specific connection: the relationship to nature in both the brand's Icelandic identity and the proposed market.
That connection shaped a nature-centered positioning and the proposed combination of social, outdoor and public-transport media. The paper links the brand's scents, imagery and atmosphere with places where the audience would encounter the campaign.
This development is recorded in the team's final strategy paper. The work presents a campaign proposal and its rationale; it does not establish a launch or measured audience response.
A collaborative project credited to Justin Alcala, Ximena Ferro, Anton Istya and Morgen Nudel. The retained paper does not identify which team member originated each insight or execution.
The original work.
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