Guerrilla Marketing: The Giving Movement

This project challenged students to work as a full-service agency, creating a strategic communications campaign for The Giving Movement, a socially conscious UAE-based brand expanding into U.S. markets. The team translated brand values, audience insights, and market research into an actionable, ethically aware campaign that combined creativity with measurable impact.

Students developed the campaign with a focus on guerrilla and experiential marketing, planning bold, unconventional activations that engage audiences in public spaces and digital environments. The project emphasized strategic thinking, creative ideation, and cross-channel integration, simulating professional agency workflows and decision-making.

Guerrilla Marketing Campaign — The Giving Movement

The campaign delivers innovative, attention-grabbing activations designed to amplify brand awareness and promote audience engagement. Each tactic—from ambient advertising to ambush and performance marketing—reflects the brand’s core philosophy and global ambitions, balancing creativity with strategic insight. The work demonstrates how bold, context-aware ideas can translate into meaningful consumer interactions and lasting brand impressions.