Campaign Proposal

1. Background:

Purpose of Campaign: To market a wearable inertial accelerator/dampener backpack.

The company: A manufacturer of inertial backpacks

The offering: a backpack that stores kinetic energy and enhances or dampens it. It can be a replacement for a parachute, as it slows your descent. Or it can enhance your movement. As you run, the backpack stores energy and pushes you along allowing you to jump higher and further over time. allowing you to jump over cars, buildings etc.

Campaign Drivers: It’s a futuristic product but there are similarities with different extreme sports. Skating, skydiving, freerunning, kite surfing etc.

Marketing Background: Influences would be things like this free running stuff. check it out, please excuse the music :(


also skating merchandise campaigns and sportwear/shoes campaigns.
like this nike ad. It’s pretty stupid but it’s interesting that nike ads don’t focus on the shoes or whatever product they have for sale, rather the ads focus on what you can do with the shoes when you’re wearing them (you can fight ninjas for example)


This DC shoes commercial has less than a second of shoe footage, it’s all about associating itself with skating culture instead.


This is interesting. total commercialization of ‘extreme’ and ‘underground’ sports. This is a company promo for selling franchises for ‘adrenilina stores’. They are trying to mix the excitement of these sports with the safety and comfort of a huge mall store.
LQD company Promo


a company called phoenix fly makes and markets wingsuits that allow base jumpers to basically fly. here’s their website: http://phoenix-fly.com/
and here is a promo for the company’s products:


2. Campaign Focus

Campaign objectives: To make the product seem exciting, cutting edge and desirable.

The Target Market: sports people, joggers, skydivers. anyone that wants to move.

The target customer: age: 15-40. athletic people. The have money and an interest in sports or outdoors activities. early adopters with an eye for trendy things.

Competition: other sports corporations and extreme sports.
nike
skateboarding companies ie: World industries etc. an alphabetical list of skateboard companies: right here!
mountain biking/bmx companies ie:fox, suzuki
base jumping with flying suits:
this here is obsenely extreme and perfect example of competition:


3. The main proposition:

The proposition: The Product being offered in this campaign is a future technology backpack called the ‘V-Pak’. It’s secured around the wearers chest and waist with a series of straps and clips. the V-Pak itself is a small circular unit that hugs the wearers back over their shoulder blades.
It will enhance or retard the motion of the wearer depending on what they choose for it to do. It also has technology inside it such as a GPS and proximity detector and camera as a safety back-up, so that it will automatically slow a users descent if they are travelling too fast towards an object.

The deliverables: The consumer will recieve one V-Pak inertial enhancement system.

Features: a fee tied to the cost of the unit gives the owner of the V-pak regular, compulsory maintenance and safety checks of the unit. These can be arranged over the internet through shipping or at an authorised resseller of the V-Pak.

Benefits: A safer alternative to base jumping. A technology and product not found anywhere else. the ability to feel the freedom of near-flying. The ability to make excercise such as running more enjoyable.

Unique Selling Point: defies the laws of physics.

4. Design

Your ideas: the inspirations for the visual style of the campaign will be people seeming to fly or leap great heights mixed with bright colours and graphics perhaps similar to an ipod commercial like this:



Design Preferences: The ads will have a strong graphical style that ties the campaign together. live action will have gritty crushed blacks while the overlayed graphics will be bright and colourful to denote imagination and possibilities. Searching the entries to adobes new ‘see what’s possible’ competition gives alot of cool styles to influence the look





Style Sheets:








References:

wingsuit skydiving company fly your body. www.flyyourbody.com

here’s a site that actually manages to make coca~cola look cool: M5 Coke check out the map made of leaves and the bottles section with day/night switch

North Kingdom make some pretty amazing websites for big corporations. Great designers aesthetically and technically www.northkingdom.com click the broadband version for full screen.

This is some of the best stop motion I have ever seen. the colours, background and vignette could be useful.


super fad is a brilliant design team that does stuff like this playstation 3 ad that features morphing and growing graphics which represent possibilities I suppose. PS3 advert A modified version made in after effects could be used for the v-pak logo animation.

This video made for the X-Games could be the perfect style to go for. Not cartoons but perhaps abstract shapes and designs overlayed over the video of the v-pak flight could help to distract the viewers eye from the green screen effects which will probably not seem convincing by themselves. SuperFad X-Games ad

Some CSS rules for harmonic type size http://www.markboulton.co.uk/journal/comments/five_simple_steps_to_better_typography_part_4/