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Look at the Webby award winners for inspiration. Social is more about the overall campaign rather than individual spots like TVC world. Think of it like a conceptual project.
See Vaseline Verified
Oh wow that’s interesting. I don’t think my agency has ever done an entire campaign on social. It’s just one off posts or videos relevant to social trends.
There’s always opportunity in places that get most overlooked. That said, pumping out social calendar content based on made up holidays and trying to respond to what just happened in culture can be pretty depressing. I’ve been there!
If you are seeing it as fundamentally different or separate then that’s an issue
Yeah you may have to show campaign spec work to balance the social work since showing all show social doesn’t show your big campaign thinking.