This campaign was developed as part of a copywriting and digital content unit focused on exploring the role of the copywriter in the end-to-end process of advertising. The project required us to plan, write, and evaluate web-based copy in response to a set brief, while considering the target audience, environment, and message delivery. It included an 800-word web article, a rationale report outlining our creative decisions, and supporting materials optimized for SEO and digital readability.