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Hytham Hassan | Creative Strategist

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HYTHAM HASSAN

Creative Strategist

Creating
Memories
Structures
OR, STRATEGIC PLANING

I was super lucky to attend the “Strategic Planning” boot camp at Miami Ad School. It was an incredible opportunity to learn and collaborate with talented strategists who inspire me to sculpt a new figure: 

The Creative Strategist

It was a journey to explore a new world where the “Insight” is the biggest idea. 

The journey begins with crafting a comprehensive learning plan that serves as a roadmap for our educational pursuits. This involves utilizing various strategic frameworks to gain a deeper understanding of the challenges at hand, allowing for a more nuanced identification and analysis of the issues we aim to address.

The Ask: Skittles is Launching the new sugar-free Skittles, how might we develop a campaign to launch it, in a way that doesn’t hurt its brand equity or alienate its core consumer?

Observation

Kids are irresistibly drawn to candy, always asking for a sweet treat no matter how, where, when or what?!

Insight

As we grow, we miss to enjoy all the little things that bring us joy! We all need moments of irresistible, childlike joy.

Truth

Joy is a fundamental human experience. Children are born seeking joy everywhere, from the tiny things around them, and candy is their basic form of pleasure.

The Creative strategy

Sugar-filled or Sugar-Free...

DON'T RESIST JOY.

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People aren’t eating enough seafood. Seafood is considered the most desirable food to eat outside the home. But, over the past decade, total seafood consumption in the US has fallen further behind other proteins such as poultry and beef. Furthermore, recent data suggests that seafood is the only casual dining restaurant category experiencing negative growth (versus Italian, Asian, Steak, Eclectic, etc.)

The American Seafood Council, a consortium of restaurants and fishing companies, must stimulate interest and preference in seafood once again to sustain growth in the category.

Observation

76% of Americans Aged 6 and older engaged in some form of physical activity in 2023, with activities like cycling and running.

Insight

Being an athlete requires nothing but figuring out a way to make the most of our bodies. Once we discover our way, nothing can stop us from being record-breaking athletes. ​

Truth

Athletes strive to make the most of their bodies, and they need foods that fuel them with energy without overloading them with unnecessary fats or harmful ingredients.

The Creative strategy

INFINITE WAYS TO KEEP IT UP

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