Erica meets a mysterious therapist who comes into her life at a time when nothing seems to be going right. He offers her one simple proposition: whatever she is unhappy about in her life, he can fix it ... by sending her back in time to do-over past regrets.
The campaign used simple, one word teaser ads that launched in newspaper 2 weeks before the show's premiere to introduce the concept of the show. Launch ads showcased new talent actress Erin Karpluk and some of the fun "do-over" moments that Erica would be experiencing in the first season.
I mean, who wouldn't want to go back and do-over their high school prom?
Original Content: Being Erica Vlog
Before the launch of the series, a Vlog Diary was created to introduce audiences to the lovely, quiry and neurotic Erica in tandem with a 2-week print and online tease campaign. The launch campaign included full page print, digital vokens, webdomination, TTC domination, billboards, radio and television.
Creative Director: Jill Atkinson
Copywriter: Peter Ignatiou
Art Director: Alan Chan
Promo Producer: Roy Belding
Website: Johnny Kalangis
Photographer: Dustin Rabin
Art Director: Alan Chan
Promo Producer: Roy Belding
Website: Johnny Kalangis
Photographer: Dustin Rabin