Kelsey Abbate

Restore the Coast. Protect their Future.

Restore the Coast. Protect their Future. Book
Client
Restore The Mississippi River Delta
Agency
Deep Fried Advertising
Years Active
2019
Role
Lead Design
Work
Report, Print/Digital Advertising

Restore the Coast. Protect their Future. was a commercial and digital campaign that ran during Superbowl LIII in early 2019. I designed this book as a report of that campaign that tells the story behind the work and the audience's reception. This book serves as an awareness and promotional piece that was given to policymakers and legislators.

Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book

The report begins with Louisiana's land loss crisis and explains the importance of the coast as a vital source for the people, wildlife, and economy of the state. The core message implores that the current rate of land loss threatens the future of Louisiana's coast for its children and grandchildren who call this place home.

Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book

Next, the report dives into the commercial production of the campaign inluding the script, filming locations, and the kids who starred in the ad. Audience feedback and pullquotes are sprinkled throughout the report. The comments were received from people in all areas of Louisiana who responded to the campaign at RestoreTheCoast.org

Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book
Restore the Coast. Protect their Future. Book

The report ends with a hopeful message: there are several restoration projects and programs occuring across the coast - with a call to action to advocate for these continuing efforts.

Addy Logo2020 Bronze Addy, New Orleans Ad Club

Restore the Coast. Protect their Future. Book

In early 2019, we ran a digital campaign through news outlets and Google display advertising. The creative was split into two target audiences: Parents and Voters. The Parent creative focused on children while the Voter creative focused on land loss. Both end with a CTA to submit a response on the campaign website.

Creative A:
Parents and Family

Restore the Coast. Protect their Future. Digital Ads Restore the Coast. Protect their Future. Digital Ads

Creative B:
Voters and General Public

Restore the Coast. Protect their Future. Digital Ads Restore the Coast. Protect their Future. Digital Ads

Lastly, I created a half-page advertisement was placed in the 2019 New Orleans Film Festival program booklet.

Restore the Coast. Protect their Future. Film Festival Advertisement
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