Imagine what Mammoth Chunks smell like and taste like. Who are Mammoth Chunks for? Are they for everyone? If you wanted to convince someone to buy Mammoth Chunks from the Time Travel Mart right now, what would you say to them?
Wendy and Deisy brainstorming ad copy for Anti-Robot Fluid and Viking Odorant with volunteers from M&C Saatchi.
Yesterday afternoon, ten students from our after-school tutoring program in Mar Vista answered these and other questions about Anti-Robot Fluid, Barbarian Repellent, and a host of other Time Travel Mart mainstays with help from a crew of volunteers from M&C Saatchi.
Longtime 826LA volunteer Kristen Hellwig recruited ten colleagues from M&C Saatchi to design and lead a two-session club during after-school tutoring. Workshop leader Maria Salvador Smith introduced the concept of advertising by sharing student-recognized examples of the agency’s work (like the San Diego Zoo’s Koalifornia campaign) and explaining how advertisers must harness language to creatively communicate information to the world.
Would your grandmother like “Cod”-scented Viking Odorant? How about “Toenail”?
Students buddied up with volunteers and began applying these ideas to an array of Time Travel Mart products. As they inspected Caveman Stationery and contemplated cans of Mammoth Chunks, the students brainstormed ways to share these item’s stories with the world. From sensory details – “What does Viking Odorant smell like?” – to target audiences – “Would you dad like it? How about your grandmother?” – the volunteers encouraged young writers to think creatively about the Time Travel Mart’s products.
Maria listened as as Samuel, age six, thoughtfully listed adjectives to describe the taste of Mammoth Chunks, and 11-year-old Milanka crafted hatching instructions for her Fresh Dinosaur Egg. “We can really struggle to find the right words and the right images to get across what we’re trying to say,” Maria said.
After writing down key phrases and sketching what these potential campaigns might look like, students shared their ideas aloud with the group. Jose Z., age nine, said that Magic Rocks would appeal to rock collectors, “who would buy them for $2.99 or for one spaceship. And if you eat them, you’ll turn into a magic rock.”
Sahan ponders ways to spin Barbarian Repellent and Bruno finds uses for Caveman Stationery.
Viking Odorant would be handy for fishermen, nine-year-old Deisy explained, because “it helps you to be stronger, not get seasick, and you’ll get more fish because you smell like bait!” Deisy also expanded the Robot Toupee to an entire product line of robot hairstyles, with variations like “The Rapunzel” and “The ‘I Forgot My Hair!’”
Dark Ages Breath Ruiner smells and tastes like rotten fish, said Andrea, age 10, and “keeps your breath extra disgusting. We should sell it to aliens, because they can’t read the label.”
And Milanka came up with some hard-hitting copy to accompany the Fresh Dinosaur Egg: “If you don’t want a dinosaur as a pet, why would you want a dog as a pet?” It’s hard to argue with that, Milanka!
We can’t wait to see what our students come up with next Thursday, when our friends from M&C Saatchi return for another afternoon of volunteering. Thank you Kristin, Maria, and the rest of the M&C Saachi team for inspiring a new generation of copywriters!