My big fake book of ads.

2. Writing is like prostitution.
First you do it for love,
and then for a few close friends,
and then for money.
MOLIERE
Lookin’ For A Good Time?

3. HELLO, My name is Diane Pham
and I am a copywriter & Social Media INDEX
Enthusiast in Minneapolis. 1. Water for Peace Re-Brand
2. Hyundai Veloster
THINGS I DO 3. Salt from Mars
(click links) 4. Monster Energy Drink
1. Almost twitter-famous. 5. Degree Adrenaline Series
2. Broadcast my ambiguously fictional 6. Elemental Meals
sex life to Minneapolis. 7. Element Hotel Omaha
3. Organize and teach a writing class 8. Marc Jacobs for Target
4. Blog seldom-interesting things.

4. Say what you mean.
(Water for Peace re-brand)
“The problem,” Zamin, the branding manager,
told me, “is that what we do is hard
to explain.”
When I signed on with Water for Peace (a
Minneapolis non-profit organization that
aims to mend relations with Iraq by facilitat-
ing fundraisers that buy water filters for Iraqi
1. Water for Peace
schools and
Re-brand
hospitals), their brochure copy was 2 ½
pages of single-spaced text.
Brochure Copy
Web Content
“And it’s still confusing,” Zamin said.
Manifestation
“We don’t know how to talk about ourselves.”
He then added, “And we have no content for
the website. Can you write that too?”
Water for Peace’s new brand launched
summer 2011.
www.waterforpeaceproject.org

5. WEBSITE COPY:

6. BROCHURE COPY:
Give water. Give peace.
Water for Peace connects Americans and
Iraqis in a positive way. Decades of conflict
and imposed sanctions have ravaged Iraq's
once-vast water infrastructure and prevented
the country from rebuilding. Many Iraqis are
left with drinking water that is contaminated
by dangerous bacteria and raw sewage.
Water for Peace links American fundraisers,
colleges, schools, and churches with Iraqi
peacemakers who install water filtration
systems and electricity generators in Iraq.
Our mission is to help Iraqis and Americans
move beyond the traumas of the past and
restore partnership through mutual respect.

7. BROCHURE COPY:
Peace-building in Iraq
Through organizing trade, transport, health-
care and recreation between people of
different communities and faiths, our partner
in Iraq- the Muslim Peacemaker Teams (MPT) –
active creates positive connections where
there was once fear, prejudice and conflict.
They implement Water for Peace projects by
matching American fundraisers with an
Iraqi school or hospital in need, acquiring
filtration systems, and installing/maintaining
the equipment.
We connect people across the globe, so they
can learn from each other and use their
knowledge to build peace.

8. Hyundai Veloster rejects your gender binaries.
The Veloster is unique and sexy subcompact
car with 3 doors.
But the problem with designing a small, highly
stylized car is that it runs the risk of being
written off as a “chick car”.
That’s what happened with the new VW
Beetle, and Hyundai wanted very much to 1. Hyundai Veloster
avoid this. These Veloster ads were tailored Copy
for men, emphasizing the car’s style without
seeming fussy or cute. Print Ad Series

9. SUMMARY
A sporty compact 2-door car released in
2012.
Very distinctive, sleek appearance that
boasts 3 doors.
One driver side door and two on the pas-
senger side.

10. PRINT AD:
An original design for 2012, the
3-door Hyundai Veloster boasts a
look like no other car on the road.
Inside is a 40mpg
high-efficiency engine , 7-inch
touchscreen entertainment system
and Bluelink® navigational technol-
ogy. Get the look and the tech,
starting at $17300.
ABOUT TIME SOMETHING CHANGED.

11. PRINT AD:
Sometimes I see myself passing a mirror and I think,
damn, I look good.

12. PRINT AD:
odd is beautiful.

13. Enhance your advertising
Salt from Mars is small tubes of gourmet chili
powder (in an assortment of flavors)
attached to a convenient keyring so you
can take it anywhere and put it on all you
food. It’s the brainchild of a Minneapolis
man who has good idea, a cool name and
no idea how to brand his product. I am
writing the content for his website, which will
launch this upcoming summer. 3. Salt From Mars
Copy
Manifesto

14. MANIFESTO:
Fun fact: everything tastes better spicy.
We know you. You lead a thrilling, action-
packed whirlwind of a life, waking up every
morning and never knowing where your day
will take you. This is why you have Salt from
Mars desperately clinging to your carkeys as
you zip through your life like an out-of-
control rocket missile launched in a hurricane.
It’s gourmet chili powder on a keyring so
you can take it anywhere and put it on
everything. So, wherever you crashland, Salt
from Mars will be there to make your food as
hot and exhilarating as your life. Make it rain
on your freshly tackled panther meat, your
coffee, your ice cream, your elbow, and your
grandmother’s chicken soup. Enhance the
flavor of everything, enhance your life

15. Monster Up
The appeal of “Monster up” is that the
catchphrase can be applied to a myriad of
situations. More importantly, it can be very
funny. With some memorable, humorous ads,
people will be repeating “Monster up” in their
daily lives, firmly placing the energy drink into
our pop-culture lexicon.
4. Monster Energy Drink
Campaign
Billboard Series
Print Ad

16. SUMMARY
Nationally recognized energy drink
aimed at young, athletic, or
“extreme” 20-somethings.
TAG LINES:
Better, stronger, faster, Monster.
Tired? Let Monster do it for you.
CAMPAIGN:
“Monster up.”

17. BILLBOARD:
it’s your turn. better monster up.

18. BILLBOARD:
appointment with
desk running long.
better monster up.

19. PRINT AD:
but you have work in the morning.
better monster up.

20. Not for every man, just the man you wish you
were. (Degree Adrenaline Series)
Degree Adrenaline Series is activated by the
release of adrenaline in your body.
Degree wanted to market itself as the
perfect deodorant for thrill-seekers and
extreme athletes without boxing itself in a
small demographic.
5. Degree Adrenaline
These taglines have “hey, that’s me!” appeal Series
with adrenaline junkies. To everyone else, its
appeal lies in fun, adventure, and action. Billboard Series
Print Ad

21. SUMMARY
Line of deodorant/antiperspirants
for men designed to respond to
increasing adrenaline.
Aimed at adventure-seekers
and athletes.

22. TAGLINES
adrenaline junkie?
so is your deodorant.

23. TAGLINES
protection
for the fearless.

24. TAGLINES
all adrenaline
no sweat.

25. Read it and eat it. (Elemental Meals)
Being premium, high-end microwave dinners,
Elemental’s target market is the sort that
wants to read the box before purchasing.
Elemental wanted their packaging to be
inviting, wholesome and nourishing – just
like their food. In high-end markets, brand
personality matters.
6. Element Meals
Copy
Packaging Text

26. PACKAGING
Front:
Premium ingredients.
No additives.
Just good food.
Back: Check the Nutrition Facts: less fat, less
sodium, no
chemicals; all the vitamins and even some
antioxidants too. Frozen food that’s actually
good for you.
We use premium ingredients like organic
vegetables and whole grains. Then, we
design our meals with world-class chefs. So
good it’s not even fair to call them micro-
wave dinners. If it’s fast, healthy, and deli-
cious, we call them Elemental Meals.

27. Nice things without the first-world guilt.
(Element Hotel Omaha)
Element Hotel is the picture of urban life
today. In the heart of a bustling, modern
neighborhood. They wanted to emphasize a
strong commitment to sustainability without
sacrificing style.
.
7. Element Hotel
Omaha
Manifesto

28. MANIFESTO
As stylish and comfortable as the best of
them, Element Hotel Omaha also carries
LEED (Leadership in Energy and Environmen-
tal Design) certification – a distinction held
by very few hotels in the country. We are
constantly seeking ways to incorporate
recycled and sustainable elements to the
design and construction of our hotel.
The appliances are EnergyStar rated. The
flooring is made from recycled material. The
lighting and plumbing is energy efficient.
Our aim is to defy convention by creating
luxurious amenities that are environmentally
responsible.
This is our commitment to wellness, the well-
ness of our guests and the wellness of the
planet. Element Omaha is located in the
up-and-coming Midtown Crossing area,
nestled between the all the corporate
offices downtown and the vibrant nightlife
of the historic Old Market District. We are
just a few minutes from the Qwest Conven-
tion Center, the Joslyn Art Museum, the
Orpheum and the Holland Performing Arts
Center. Eat, explore, or relax.

29. Press Release for Target
Longer writing in an objective
journalistic style.
7. Marc Jacobs for
Target
Press Release

30. PRESS RELEASE
Target announces exclusive Marc Jacobs for Target clothing line coming Spring 2010
Nov 3, 2009 – In continuation with its popular Target Designer Collaborations program, Target
Corp announced that it has partnered with the cutting-edge fashion house Marc Jacobs to
create a clothing and accessory line to be sold at its U.S. retail locations. Marc Jacobs
describes the inspiration for this collection as a “twist on traditional menswear” that will feature
classically masculine apparel reinterpreted for women. The line will launch February 22nd and
will continue until April 13th. It will not be sold in Australian Target stores.
This is by no means the first time a big-name designer has worked with Target. Marc Jacobs is
merely the most recent addition to the legacy of Target Designer Collaborations, a project
that aims to bring affordable, high-end fashion to Target shoppers. The program has already
generated significant buzz with the names it’s drawn – fashion legends Jean-Paul Gaultier,
Stella McCartney, and Alexander McQueen to name a few.
The Marc Jacobs label is a relative newcomer on the fashion scene, but experienced nearly
instant success since its launch in 1993, and it has since become an internationally known
and sought-after label. It is a New York based firm, but Marc Jacobs himself splits his time
between NYC and Paris, where he is the creative director for the luxury leather-goods pro-
ducer Louis Vuitton. He says he’s very excited about the partnership and lauded Target for
pushing to “make great style an option for everyone.”
In that past, Target’s designer collaborations have proven to be a runaway hit for the
distributor and the designer. The pairing gives the largescale discount retailer an affordable-
but-upscale, haute couture touch while bringing mass-market exposure to niche designers.
There are no previews of the Marc Jacobs for Target line yet, but information and official
statements about the partnership can be accessed via Target’s website as well as
marcjacobs.com/world-of-marc-jacobs/news-and-gossip/.

31. THANK YOU.
And I hope to hear from you
soon.