Hawkeye EDS

For my Advertising and Media Campaign Development class, students were asked to split into groups and develop an Integrated Marketing Campaign for our collective client, Hawkeye Early Defence System (EDS). Hawkeye EDS is a security system in its startup stage from Atlanta, GA. The system uses Artificial Intelligence to detect threats that many other systems would not be able to catch, then puts the power in the school staff’s hands by sending them all alerts of the threat, for them to decide on whether or not any further actions may be needed. This helps ensure that the final decision making is done by the very people of the institution, who will ultimately possess more context and nuance to ensure any reports that are not immediate threats do not send the school into lockdown. Provided with a brief from the client, my group and I got to work on a campaign centralized on one key tagline:

Don’t become another statistic; trust our AI logistics.

This was our foundation in which all the marketing material was created under. There were steps before arriving to this part, but I was the one in charge of the creative concept, so my main focus has been on the messaging throughout the project. Armed with this idea, I got to work on building a comprehensive brand identity, and a bunch of Proofs (as showcased above) to put together with the rest of group’s work. And we knocked it out of the park, because after every group presented within our classroom, we were chosen as one of the top 2 groups to present our campaigns to the owner of Hawkeye EDS herself. She too was very satisfied with our work, and ultimately we did very well in the class, to say the least. This was a fantastic experience, especially because almost all of us were already well prepared with our work done in the Ontario Colleges Marketing Competition preparatory course we were also in.