timberlands creative brief

11
Marissa Accordino & Isabel Balla

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Page 1: Timberlands Creative Brief

Marissa Accordino & Isabel Balla

Page 2: Timberlands Creative Brief

TIMBERLAND:CREATIVE BRIEF

What’s the Problem and Opportunity?

Capture the attention of appropriate audience TLTILYZ�HUK�YLKLÄUL�V\Y�WYPTHY`�[HYNL[�audience.

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>O`�HYL�^L�JVTT\UPJH[PUN&

What should our communication do? How will it do this?

>OH[�PZ�[OL�Z[YH[LNPJ�PKLH&

How will we support this idea?

Creative Considerations:

What are the deliverables?

>VTLU�PU�NLULYHS��ZWLJPÄJHSS`�������`LHY�VSK�^VTLU��:OL�SP]LZ�PU�HU�\YIHU�ZL[[PUN�ZOL�PZ�TVKLYU��Z[`SPZO��LTWV^LYLK��PU[LSSPNLU[��HUK�ZOL�JHYYPLZ�OLYZLSM�HZ�H�JVUÄKLU[��PUKLWLU�dent women. She wants to feel unstoppable in HU`�ZL[[PUN�HUK�YLHK`�[V�JVUX\LY�[OL�^VYSK�

;0TILYSHUK�OHZ�H�^PKL�YHUNL�VM�WYVK\J[Z�HUK�HU�L]LY�WYLZLU[�IYHUK�H^HYLULZZ��>P[O�[OH[�ILPUN�ZHPK��THU`�HZZVJPH[L�[OL�IYHUK�HZ�HU�LU[P[`�ZWLJPÄJHSS`�[HPSVYLK�[V�TLU»Z�ULLKZ��There is opportunity to open the minds of our audience and reposition the brand in relation to women.

;OPZ�JHTWHPNU�ZOV\SK�LɈLJ[P]LS`�YLWVZP[PVU�the brand as a woman’s footwear brand. The JHTWHPNU�ZOV\SK�KPYLJ[S`�[HYNL[�^VTLU�HUK�IL�YLSH[HISL�[V�[OL�[HYNL[�KLTVNYHWOPJ�

;OL�;PTILYSHUK�IYHUK�MVZ[LYZ�JVUÄKLUJL�

The Timberland brand: Sturdy and fashionable footwear created to provide function in every aspect of life.

(�JVUÄKLU[�Z[LW!�:OVLZ�KLZPNULK�[V�LTWV^LY�and adhere to the realistic lifestyles of wom�en.

(�JVSVYM\S�IHJRNYV\UK!�(IPSP[`�[V�ZOV^JHZL�her true personality with the upmost vibrance and precision.

*VUÄKLUJL����LTIVK`�P[�

Three print ads.

6UL�Å`LY��

Page 3: Timberlands Creative Brief

Conquer your jungle.

Page 4: Timberlands Creative Brief

Conquer your jungle.

Page 5: Timberlands Creative Brief

Conquer your jungle.

Page 6: Timberlands Creative Brief

WILD CARD VISUALIZATION

ENVISION YOUR JUNGLE.

What is your story? How do you embrace it? Show \Z�`V\Y�LTWV^LYPUN�QV\YUL`�VU�`V\Y�MH]VYP[L�WHPY�VM�;PTILYSHUK�6YPNPUHS�@LSSV^�)VV[Z�HUK�JVUX\LY�`V\Y�

Q\UNSL�

facebook.com/conqueryourjungle@conqueryourjungle

Page 7: Timberlands Creative Brief

TREND BOARD

Page 8: Timberlands Creative Brief

IDEAS & THUMBS

Page 9: Timberlands Creative Brief

The best six inches you’ll ever have.

The original 6 inch premium boot.

REJECTED COMPS

100% Waterproof. Conquer the

Storm.

It's Your Jungle.Have Fun.

It's Your jungle.Have Fun.

Page 10: Timberlands Creative Brief

RESE

ARC

H

Secondary

Primary;OYV\NO�H�Z\Y]L`�JVUK\J[LK��P[�^HZ�MV\UK�[OH[�����VM�YLZWVUKLU[Z�HYL�aware of the Timberland brand. Of [OLZL�WLVWSL��VUS`�����V^U�H�WHPY�������VM�YLZWVUKLU[Z�HSZV�HZZVJPH[L�;PTILYSHUK�IVV[Z�HZ�H�ºTHU»Z»�IVV[��^OPSL�VUS`�����^V\SK�HSZV�HZZVJPH[L�[OL�IVV[Z�^P[O�^VTLU��;OL�THQVYP[`�VM�respondents also associate the boots MVY�HJ[P]P[PLZ�Z\JO�HZ�OPRPUN��O\U[PUN��and active workplace (male dominated ÄLSKZ��� ���VM�[OLZL�Z\Y]L`�[HRLYZ�^LYL�^VTLU��[OPZ�WYV]PKLK�PUZPNO[�VU�[OL�PTHNL�VM�[OL�IYHUK�HUK�P[Z�WYVK\J[Z��

Secondary research was conducted on ;PTILYSHUK»Z�L_ZP[PUN�HK]LY[PZPUN�HUK�THYRL[PUN�JHTWHPNUZ��(�JVTTVU�[YLUK�PU�;PTILYSHUK»Z�JHTWHPNUZ�PZ�[OH[�[OL`�HYL�[HYNL[LK�[V^HYK�TLU�^P[O�PTHNLZ�VM�T\KK �̀�V\[KVVY�HJ[P]P[PLZ�^P[O�Y\NNLK�JVW �̀�;PTILYSHUK�IVV[Z�HYL�Z[\YK �̀�YLSPHISL��HUK�K\YHISL"�[OLZL�[YHP[Z�HYL�carried over into all of their adver�[PZLTLU[Z��HZ�^LSS�HZ�[OL�;PTILYSHUK�^LIZP[L�KLZPNU��

TARG

ET M

ARKE

T PR

OFI

LE GO

ALS

& O

BJEC

TIVE

S

:;9(

;,.@;OL�NVHS�VM�[OPZ�JHTWHPNU�PZ�[V�[HYNL[�HU�

LU[PYLS`�UL^�KLTVNYHWOPJ�[V�[OL�;PTILY�SHUK�IYHUK��:[YH`PUN�MYVT�MHTPSPHYP[ �̀�[OL�NVHSZ�HUK�VIQLJ[P]LZ�VM�[OPZ�JHTWHPNU�JPYJ\SH[L�HYV\UK�[OL�PKLH�VM�LTWV^LYPUN�^VTLU�MYVT�HSS�KPɈLYLU[�IHJRNYV\UKZ�[V�allow the Timberland brand to assist her PU�ILJVTPUN�[OL�ILZ[�]LYZPVU�VM�OLYZLSM��5V�TH[[LY�^OH[�[OH[�LU[HPSZ��LTIYHJPUN�PUKP]PK\HSP[ �̀�HUK�PUZ[PSSPUN�JVUÄKLUJL��^HZ�[OL�THPU�MVJ\Z�VM�[OPZ�JHTWHPNU��

0U�VYKLY�[V�TLL[�[OL�NVHSZ�VM�[OPZ�JHTWHPNU��P[�^HZ�KLJPKLK�[OH[�H�WYPU[�HK�JHTWHPNU�^V\SK�IL�TVZ[�LɈLJ[P]L�PU�JVU]L`PUN�[OL�PTHNL�VM�Z[YVUN�HUK�powerful women that were relatable to a vast audience. Due to the nature of the WYPU[�HKZ��P[�^HZ�\S[PTH[LS`�KL[LYTPULK�that the best medium for placement ^V\SK�PUJS\KL�WYPTHYPS`�MLTHSL�IHZLK�W\ISPJH[PVUZ�Z\JO�HZ!�=VN\L��*VZTVWVS�P[HU��HUK�0U:[`SL��>P[O�[OLZL�YLZV\YJ�LZ��[OLYL�PZ�H�T\JO�OPNOLY�KLNYLL�VM�JLY[HPU[`�[OH[�V\Y�PU[LUKLK�TLZZHNL�^PSS�reach the appropriate audience.

4LL[�2OSVL��H����`LHY�VSK�^VTHU�^OV�exudes happiness and lives her day to KH`�SPML�QV`V\ZS`�HUK�PUKLWLUKLU[S �̀�0U�[OL�VɉJL��ZOL�PZ�H�MVYJL�[V�IL�YLJRVULK�^P[O��HUK�PU�OLY�WLYZVUHS�SPML��ZOL�PZ�UV[OPUN�I\[�^LSS�SPRLK��0U�OLY�ZWHYL�[PTL��ZOL�SV]LZ�[V�OHUN�V\[�^P[O�MYPLUKZ��NV�ZOVWWPUN�HUK�OP[�[OL�N`T��:OL�HS^H`Z�SVVRZ�MVY^HYK�[V�^LHYPUN�OLY�;PTILYSHUKZ�MVY�]HYPV\Z�VJJHZPVUZ��HZ�[OL`�THRL�OLY�MLLS�SPRL�[OL�Z[YVUN�HUK�JVUÄKLU[�^VTHU�ZOL�[Y\S`�PZ��

''when women wear

Timberlands, it is stylish, but in a way that is defying the fact that they are a

man's boot.''

Page 11: Timberlands Creative Brief

THE BIG IDEA

Conquer your jungle.

CREATIVE

;OL�[VUL�VM�[OPZ�JHTWHPNU�LTIVKPLZ�WV^LY�HUK�Z[YLUN[O��(SS�VM�[OL�PTHNLZ�HUK�JVW`�JVU]L`�H�JVTTHUKPUN�WYLZ�ence. We want our audience to feel a ZLUZL�VM�LTWV^LYTLU[�^OLU�]PL^PUN�[OLZL�HKZ�HUK�RUV^�[OH[�[OL �̀�HSVUN�^P[O�[OL�;PTILYSHUK�IYHUK��HYL�UV[OPUN�but relatable.

VisualsTone CopyWe wanted to keep the copy on these HK]LY[PZLTLU[Z�ZPTWSL��\ZPUN�Q\Z[�H�[HNSPUL�HUK�H]VPKPUN�IVK`�JVW �̀�>L�MLS[�that body copy would distract from the V]LYHSS�TLZZHNL��º*VUX\LY�@V\Y�1\UNSL»�YLZVUH[LZ�HZ�HU�PUÅ\LU[PHS�TLZZHNL�and is the only text necessary to suc�JLZZM\SS`�[HYNL[�HUK�YLHJO�V\Y�ZWLJPÄLK�KLTVNYHWOPJ��

;OL�;PTILYSHUK�SVNV�PZ�SVJH[LK�PU�[OL�SV^LY�YPNO[�OHUK�JVYULY�ILJH\ZL�P[�creates Z movement as the viewer’s L`LSPUL�TV]LZ�MYVT�[OL�TVKLSZ»�MHJLZ��[V�[OL�[HNSPUL��[V�[OL�IVV[Z��HUK�ÄUHSS`�[V�[OL�;PTILYSHUK�SVNV��

On our trend board we came across H�WOV[V�VM�H�SPVU��[OPZ�PUZWPYLK�\Z�[V�envision the Timberland boots as H�JVUX\LYPUN�MVYJL��^L�HSZV�JHTL�HJYVZZ�ZL]LYHS�PTHNLZ�VM�\YIHU�ZL[�[PUNZ�^P[O�ILH\[PM\S��IYPNO[�NYHɉ[P�HY[��>L�KLJPKLK�[V�WVZP[PVU�^VTLU��V\Y�[HYNL[�KLTVNYHWOPJ��PU�[OL�JLU[LY�VM�the ads surrounded by vibrant street art to showcase the individuality and KVTPUHJL�[OH[�[OL�IVV[Z�JHU�IYPUN�[V�one’s life.

>L�WSHJLK�[OL�[HNSPUL�º*VUX\LY�@V\Y�1\UNSL»�H[VW�[OL�TVKLS�[V�LSPJP[�[OL�MHJ[�[OH[�^P[O�;PTILYSHUK�IVV[Z��VUL�JHU�break barriers and carry herself as a Z[YVUN��WV^LYM\S��PUKLWLUKLU[�^VTLU�

We chose not to use a full bleed be�cause the white border acts as a frame HYV\UK�[OL�\YIHU�ZL[[PUN���