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Rockabilly Chili Fundraiser
Advertiseing Design - Spring 2026
Concepting a Poster, Billboards, and Guerilla marketing campaign for MWSE's annual chili competition
This campaign was created for WMSE’s Rockabilly Chili Fundraiser and included a poster series, three billboards, and a guerrilla marketing concept designed to increase attendance and build long-term audience engagement. The goal was to reconnect with past attendees while introducing the event to a new demographic that would continue supporting it in the future.
My concept centered around the persona of “Cindy,” inspired by conversations with my grandmother during the early ideation stage. Cindy became the heart of the campaign, representing warmth, nostalgia, craftsmanship, and community. I chose to target older women, an audience often overlooked in event marketing, because I believed they would strongly connect with both the homemade quality of the chili and the wide range of music culture that WMSE is known for celebrating.
Visually, the campaign uses embroidered borders, vintage-inspired imagery, and recurring references to Cindy to create a familiar and inviting tone. The guerrilla marketing concept expanded this idea into a branded knitting circle, where yarn packaging promoted the Chili Fest while past chili champions served samples to participants. This project allowed me to blend strategy, storytelling, and audience insight into a playful campaign rooted in connection, comfort, and community.
Billboard Design #1
Billboard Design #2
Billboard Design #3
Guerilla Marketing Campaign Concept
The guerrilla marketing concept centered around a community knitting circle designed to engage older women in an unexpected and memorable way. Branded yarn and event materials promoting the Chili Fest, while past competition winners serve chili samples to create a warm, interactive experience that encourages attendance and builds community connection.
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