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Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
Overlooked Truths
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Overlooked Truths

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This was presentation #2 out of a five-week long project that showcases three proposals of potential projects we could explore and create for pertaining to experience design in the way CP+B (Crispin …

This was presentation #2 out of a five-week long project that showcases three proposals of potential projects we could explore and create for pertaining to experience design in the way CP+B (Crispin Porter + Bogusky) do it. We were to pick three hypothetical clients we wanted to "work" for and come up with three "experiences" to design for them to enhance their already established brand presence. The theme we developed upon was to bring "overlooked truths" of a brand back up onto the surface, to reiterate and re-emphasize an aspect of a brand that might have been left unnoticed by an audience.

Presented by: Patricia Bernal, Michelle Lee, Marissa McMillan, Gracelle Mesina, Ronaldo Pagaduan, Daniel Susetyo

(2012)

Published in: Design
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Transcript

  • 1. overlookedtruthsdaniel / gracey / marissa / michelle / patricia / ronaldo
  • 2. clients + concepts NATIVE SHOES x city of vancouver an experience that uses Natives to remind locals of the beauty their city has to offer SHARPIE APFINE T POIN a collaboration between creative peoples to add more dimension to their designs and ideas bc association of farmers’ market a networking of local farmers to promote their products to Vancouverites
  • 3. 1. tells a 3. creates a brand story relationship between brand & consumer 2. designs for sharable moments outeractive cp+B’s approach on experiential marketingpeople brand moment
  • 4. XD and CP+B 2. immersion: STORY-TELLING stimulating senses provoking interest + nostalgia 1. initiation: cultural insight Intensity reflex, habit, & ENGAGEMENT cultural + social context SENSORIAL OBSErVATION cognitive TRIGGERS ALL HUMAN SENSES TRIGGERs concepts & symbols Interactivity PASSIVE VS. ACTIVE3. conclusion + continuation: Creating a relationship with people and Brand CONSISTENCY inspiring them to takE action breadth of Meaning engaging the right audienceeternalizing connection with the brand products & services significance, status, emotion, price, familiarizing with the brand & function shedroff’s dimensions strengthening/changing perception time + sharing moments with others INTERNAL FACTORS Perceiving the brand (people’s mindsets/behaviours/overall being) External factors (ACTION driven by motivation)
  • 5. why does this matter?+ to give back value that was there in the first place + To reveal what already exists but has been forgotten or overlooked
  • 6. “Native shoes is footwear for anybody, anywhere, anytime.”
  • 7. Undervalued truth is revealed through journey. concept: promoting City of Vancouver through Native Shoes by placing them in different locations (that are perhaps undervalued) to communicate the Native’s brand promise of “Anybody, Anywhere, Anytime” goal: Highlighting Vancouver, bringing back local places that are worth adventuring to Promoting Native’s “AAA” context: nature locations (ie. hiking trails)
  • 8. native x van 2. immersion: STORY-TELLING inviatation, event, app download provoking interest + nostalgia 1. initiation: cultural insight Intensity reflex, habit, & ENGAGEMENT encounter with scenery, atmosphere SENSORIAL nature/environment Opening the native shoe box stimulating the cognitive TRIGGERS ALL HUMAN SENSES senses TRIGGERs concepts & symbols Interactivity PASSIVE VS. ACTIVE3. conclusion + continuation: Creating a relationship with people and Brand CONSISTENCY passive: digital aspect breadth of Meaning active: wearing Natives recognizing the style of native products & services significance, status, emotion, price, recognizing the functionality + worth & function shedroff’s dimensions reacquaint the locals with the outdoors time associating personal significance to the brand INTERNAL FACTORS (people’s mindsets/behaviours/overall being) External factors (ACTION driven by motivation)
  • 9. 1. tells abrand story 3. creates a relationship between brand Tells a story of & consumer Vancouver and the experience you could + vancouver & NATIVE have within it + native & locals + Vancouver & Locals + locals & brand advocates + Locals to locals + upload your experience + be a part of the “native club” outeractive for native shoes x city of vancouver 2. designs for sharable moments
  • 10. POINT AP FINE FINENT AP POI FINE POINT AP POINTAP FINEundervalued truth is revealed through collaboration. concept: power of collaboration between creative peoples goal: create relationships and interactions between artists context: social media website
  • 11. sharpie 2. immersion: STORY-TELLING collaboration with an artist seeing the idea materializing 1. initiation: cultural insight Intensity reflex, habit, visual stimulation & ENGAGEMENT seeing actual form cultural + social context SENSORIAL OBSErVATION cognitive TRIGGERS ALL HUMAN SENSES TRIGGERs concepts & symbols AP FINENT POI Interactivity PASSIVE VS. ACTIVE3. conclusion + continuation: Creating a relationship with people and Brand CONSISTENCY passive: utilizing sharpie’s platform for communication breadth of products & services Meaning active: interacting witheternalizing connection with the brand significance, status, cultivating creative culture through emotion, price, the other artist/creative & function the expansion of imagination shedroff’s dimensions sharing a creative moment with another person retaining personal identity while collaborating time INTERNAL FACTORS (people’s mindsets/behaviours/overall being) External factors (ACTION driven by motivation)
  • 12. 1. tells abrand story 3. creates a relationship between brand ideas are overlooked & consumer due to limited forms of expression (due to personal expertise) Sharpie & creatives people reimagining other people’s ideas & creations (interactivity) outeractive for SHARpie 2. designs for sharable moments
  • 13. bc association offarmers’ markets
  • 14. undervalued truth is revealed through discovery. concept: bring local farmers together to share their produce within a network of subscribers goal: showcase local farmers of the Lower Mainland, promote local farmers and get people to buy from them rather than supermarket context: for home
  • 15. BCAFM 2. immersion: STORY-TELLING surprise from receiving produce provoking interest + nostalgia 1. initiation: cultural insight Intensity receiving package of reflex, habit, & ENGAGEMENT produce on doorstep purchasing fresh produce SENSORIAL sampling produce investing in your health through smells, cognitive TRIGGERS ALL HUMAN SENSES tastes, sight, touch TRIGGERs concepts & symbols Interactivity PASSIVE VS. ACTIVE3. conclusion + continuation: Creating a relationship with people and Brand CONSISTENCY passive: digital aspect breadth of Meaning active: encourages continuous relationships with products & services significance, status, exchange of feedback variety of local farms emotion, price, & function familiarizing with the farmers shedroff’s dimensions strengthening/changing perception time + sharing moments with others INTERNAL FACTORS Perceiving the brand (people’s mindsets/behaviours/overall being) External factors (ACTION driven by motivation)
  • 16. 1. tells abrand story 3. creates a relationship between brand Supporting small businesses & consumer by exposing the care they longlasting relationship put into their produce that is benefitial to both parties, sense of community + farmers sharing stories + submitting reviews on website & promotion outeractive for bc association of farmers’ markets 2. designs for sharable moments
  • 17. r eferen ces t * hin int*h E* DG NU GE UD *Ngpj.com/experience-marketing/ • shop-eat-surf.com/news-item/4018/the-native-niche-making-crocs-like/- • nativeshoes.com/ • sharpie.com/enCA/Pages/Home.aspx bcfarmersmarket.org/ • tourismvancouver.com/ • straight.com/article-321064/vancouver/hip-slipon-shoes-go-native • vimeo.com/nativeshoes hypebeast.com/2011/03/damian-van-zyll-de-jong-native-shoes/ • vancouverisawesome.com/2012/06/20/the-inseam-vol-32-native-shoes/#more-131203 shop-eat-surf.com/news-item/4018/the-native-niche-making-crocs-like/- • www2.macleans.ca/2011/11/09/where-the-foam-rubber-hits-the-road/#more-223625 wevancouver.com/news/162899766.html • sneakerfreaker.com/articles/Native---Plastic-Fantastic-shoes/

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