10 Days of Giveaways - Social Campaign
Each December, Avenue Living hosts “Avenue Giving,” a month-long appreciation initiative featuring giveaways for residents across its properties. For this campaign, I created a series of festive “Where’s Waldo”-inspired graphics, each concealing a giveaway prize within the scene, encouraging residents to explore and search for the hidden item.
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Giveaways are the biggest driver of engagement on Avenue Living's social channels, so for this year's Avenue Giving campaign, the team wanted a fresher, more interactive way to present them rather than a standard giveaway announcement post. The goal was to turn a familiar format into something residents would genuinely want to engage with, something that felt more like a game than a scroll-past post.
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Every post needed to follow Instagram's standard portrait format (1080px x 1350px) to display properly in-feed without cropping. Beyond the technical spec, each image also needed to hide its prize clearly enough to be findable, but subtly enough to actually be fun rather than frustrating, all while staying visually consistent with the rest of the campaign so the series read as one cohesive month rather than five unrelated posts.
Campaign launch photo.
Prize: 1 Month Free Rent - hidden in the top right picture frame.
Prize: Gas Card - hidden on the side of the train, under the window.
Prize: Grocery Card - hidden under the plaid tablecloths.
Prize: Amazon gift card - hidden under the box of cookies.
Prize: Skip the Dishes gift card - hidden under the stack of holiday cards, beside the silver gift.
How It Was Made
AI-Generated Base Scenes
I used Midjourney and Photoshop to create the holiday backdrops for each post, giving me full creative range over setting and mood without needing a physical photoshoot for every prize.
Consistent Visual System
Despite each scene being different (living room, table spread, gift pile), I maintained one consistent aesthetic, warm, cozy, editorial holiday tones, and a matching typographic treatment on every post, so the whole series reads as one campaign rather than five disconnected posts.
Gamified Format
Each post was framed as a "find the hidden prize" search, encouraging active engagement rather than a passive scroll-past, fitting the playful, giving spirit of the campaign.
Outcome
This series brought Avenue Giving to life, turning a simple giveaway into something residents genuinely looked forward to finding.