roles: design | creative strategy & direction | copywriting

h2you experiential photobooth

Challenge

Following the rebranding of this water education group, develop a guerilla campaign that reaches community members in ways the group has never before.

Solution

After generating ideas for "guerilla" marketing, I instead recommended an experiential event booth aimed at the astounding number of festivals and community events in Central Minnesota. The resulting "lifesize aquarium photobooth" was built on an extremely low budget and has since skyrocketed in ROI, increasing engagement levels 3,000 percent.

Photobooth trinket

Participants walk away with a trinket, which includes an instant-printed Kodak photo attached to a magnetic card.

reception

"BEST. BOOTH. EVER."
— Erin Nordquist, City of St. Cloud
"Samm, Sarah, Ronn, and the rest of the team at Thelen have gone above and beyond our expectations to help educate the public about issues regarding stormwater and surface water quality. ... Thelen has challenged and encouraged CMWEA greatly the past year and half to modify how we provide stormwater education to the public. ... It has been amazing to see the excitement and curiosity the photobooth has generated. ... Without their talents and creativity our educational outreach efforts would not be what they are today."
The client submitted my team and I for an innovation award through an industry association, and we won. This is an excerpt from the nomination letter.

/ interjection / scandinavian

1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.

roles: design | creative strategy & direction | copywriting

h2you experiential photobooth

Challenge

Solution

reception

— Erin Nordquist, City of St. Cloud

The client submitted my team and I for an innovation award through an industry association, and we won. This is an excerpt from the nomination letter.