JAMES MADISON'S MONTPELIER

James Madison's Montpelier

My Role:  Account Manager , Strategy , User Research, Brand Audit, 

THE ASK:

Reposition menopause and highlight how its absence from the mainstream media is detrimental to women, trans-men and non binary people of all ages.

THE CULTURE

Constitutional rights have constantly been questioned today. Between the BLM movement, the speeches, and actions of our former president, and COVID restrictions. Americans have made it clear that their rights are up to their interpretation. An expert non-partisan voice is needed to inform us of our rights within today's context.  

THE CONSTITUTION

Historical homes highlight a beautiful picturesque estate and forget the full context. They may make the past come "alive". but they offer nothing of value to a younger demographic craving a high-order mission or purpose in the world.

THE PROBLEM

We don't see the constitution as a document made for the rest of us in mind. Why should we care about where it was drafted or James Madision?

THE INSIGHT

Lately, we've had the spirit of the Americans of the revolution 

THE

CONSUMER

This demographic is the most diverse and educated audience ever I'm America. 43.5% of them are minorities and 56% are pursuing college degrees. They're highly sensitive to the social inequalities of our world and ready to engage in informed discourse. They are not fooled by superficial brand promises and will use their greatest ally, the internet to find the truth.

THE STRATEGY

Get us to see the consitution as our armor by showing us the constitution protects us when we fight for what is right.

THE

COMPANY

While James Madison penned the famous words "We the people" his 3/5th Compromise and salve-owning past overwhelming obscured this enlightenment-inspired notion of liberty and equality. Montpelier has the opportunity to present Madison's ideals in a way that educates and empowers the people of today. 

THE CONCEPT

Arm the people with the constituion. 

THE CREATIVE

The Creative

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The Dream Team

Adam Dubrueler (Art Director)

Hamza Ali (Art Director)

Sheila Villalobos (Strategist)

Monica Roebuck (Copy Writer)

My Role:  Account Manager , Strategy , User Research, Brand Audit,