2. Our Creative Brief
We are communicating in order to promote warby parker’s glasses as well
as their “buy a pair give a pair” initiative. We are communicating directly to
our target audience ranging from ages twenty to forty. They are price sensi-
tive but know the point where it compromises their individual style.
In addition, our audience consists of innovators and early adopters looking
for the next thing in eyewear brands. However, the problem is that this is a
relatively new brand that is in need of additional exposure to its audienc-
es. The opportunity is to capture new customers and retain existing, loyal
customers. Our communication will captivate the audience by showing the
uniqueness of the brand and its philanthropic efforts. We will accomplish
this by placing the media in the form of advertisements and out-of-home
billboards.
The strategic idea is you can feel good about buying an affordable brand
that not only provides you with exceptional quality but also donates a pair of
glasses to someone in need. This message will be supported by our big idea
which is “Making Four Eyes Fashionable #BuyAPairGiveAPair”.
The mandatory elements of this campaign are to target an audience, create
objectives, and create strategies and tactics to achieve those objectives.
In order to portray the quality of the brand, we decided to incorporate high
quality images, minimalist aesthetic and sophisticated body copy.
Our deliverables are three magazine advertisements that will run in publi-
cations such as Vogue, The New Yorker, and Vanity Fair. In addition our wild
card ad is an out-of-home billboard ad and could also wrap the inside and
outside of a subway train in New York City.
11. 100 Headline Ideas
1. Great, classic style
2. Fashion you can afford
3. Glasses never looked so chic
4. Be a trend setter, choose Warby Parker
5. Creating affordable luxury
6. Buy a pair, give a pair
7. From concept to construction, offering luxury quality you can afford
8. Be fashion forward
9. Be bold. Make a statement
10. Bringing back traditional, chic style
11. Make an impact, choose WP
12. Make an impact, make a statement, choose Warby Parker
13. Because you deserve great style
14. Simple and classic
15. You’re in good company – Warby Parker.
16. Good vision
17. We know you have good taste, we’ll provide good vision
18. Good vision shouldn’t cost a fortune
19. Good vision and good style shouldn’t cost a fortune
20. Classic style, bold vision, ____ company – Warby Parker
21. Clear vision
22. Clear vision, clear motives: Warby Parker
23. Get out there – Warby Parker
24. See life better – Warby Parker
25. If Ryan Gosling is wearing them, you should too
26. Revolutionizing the way you see the world – Warby Parker
27. See the world through clear eyes – WP
28. See the world through 20/20 vision and exceptional style – WP
29. We promise clear vision and great style – WP
30. Making “four eyes” fashionable – WP
Buy a pair, get a pair. You’re basically buying 2 pairs= 4 eyes.
31. What’s your vision?
32. How do you see the world?
33. See the world through our eyes
34. See the world through sleek frames
35. Bring out your personality
36. Shine through
37. We’ll help you bring out your personality you just wear the glasses
38. Because Karlie Kloss is doing it
39. Because Ryan Gosling is doing it
40. Let your little light shine
12. 100 Headline Ideas (Continued)
41. Complete your outfit
42. Enhance your outfit
43. Enhance your look
44. To feel like a million bucks you don’t have to pay a million bucks
45. Don’t’ compromise great style – WP
46. Your vision and your goal should be as clear as your lenses
47. Change your life, choose Warby Parker
48. Love your glasses, love your life
49. Good vision is revolutionary
50. Be inspired
51. The new style inspiration
52. Giving never felt so good
53. Great style can be productive, too
54. Be bold, choose Warby Parker
55. Be different, choose Warby Parker
56. Be bold. Be different. Be stylish: Warby Parker
57. Exceptional taste – Warby Parker
58. Affordable luxury never looked so good
59. What’s your style?
60. Making style history
61. Be a visionary
62. See life through our eyes – Warby Parker
63. See life better – Warby Parker
64. Be the change you want to see in the world
65. See the change. Choose Warby Parker
66. Be the change. See change. Warby Parker
67. Be flawless. Be Warby Parker
68. Because you deserve it. Warby Parker
69. See the world
70. See great things
71. See exceptional things
72. Warby is the answer
73. Warby by Warby Parker
74. Creating great things
75. Great style should be rewarded
76. Great people. Great style. Great eyes. WP
77. Because Warby is doing it
78. Not your every day glasses
79. The “hipster” glasses
80. Revolutionize your look
81. Re-vamp your look
82. Making you look smarter
83. Making you look sophisticated
84. Making you look inquisitive
85. Be _______________ . Warby Parker
86. Your time is now
87. Let’s bring out your eyes
13. 81. Re-vamp your look
82. Making you look smarter
83. Making you look sophisticated
84. Making you look inquisitive
85. Be _______________ . Warby Parker
86. Your time is now
87. Let’s bring out your eyes
88. Bringing out your best features
89. Let your eyes shine through
90. Be proud of your glasses
91. No more foggy days
92. Hunny, ya never looked better
93. Change your glasses. Change the world. Warby Parker
94. Thank us later
95. Doing good never looked so good
96. Looking out for the world
97. See the future. Change the future. Be the future
98. It was all inspired by Warby Parker
99. Wear them well
100. Opening your eyes to a new world
100 Headline Ideas (Continued)
17. Objectives
- Increase brand awareness on new brand
- Increase awareness about the Buy A Pair, Give A Pair initiative.
Strategy
- Buying media to reach target audience
- Consistent brand message and call to action
Primary Research
-Well-known
-10 Ithaca College students
-50% of these students had heard of Warby Parker or had seen an ad.
Secondary Research
- Looked at social media and website to learn more about brand
Target Market Profile
-Erica
-Style is serious
-College student on a budget
-Looking for great style, affordable prices and a company that encom-
passes a philanthropic venture.
Promise and Big Idea
- Great style, affordable prices, and a purchase you can feel good about
-”Making four eyes fashionable #BuyAPairGiveAPair”
Creative
-Tone is very sophisticated.
-Visuals are bright and vibrant but also encompass the element of mini-
malism.
-Copy reflects our big idea
-Warby Parker is not only fashion forward, but philanthropically forward.
