4. The dad who…
brightens up his sons'
sandwich bags by
drawing a cartoon
every morning before
school for five years…
4
5. Meet David Laferriere
David Laferriere, a graphic designer and illustrator from
Attleboro, started decorating his two sons’ sandwich bags with
clever, Sharpie-sketched masterpieces back in 2008, when they
were in second and fourth grade, and has continued the
tradition every since.
“I started drawing on the bags as a way to jump-start my
creative juices and have some fun with my kids, “ said
Laferriere, whose sons are now in 8th and 10th grades.
From robots and monsters to oozing lettuce and comical
animals, the drawings are all done within one to three
minutes, says Laferriere, a former newspaper designer who
says he’s accustomed to working fast..
5
6. Meet David Laferriere
• Studied at: Rhode Island School of Design, BFA
Illustration.
• Works at: Communications office at Wheaton
College in Norton, Massachusetts as a Graphic
designer.
• Board member and past president of the Attleboro
Arts Museum.
• Has drawn over 1,000 artworks on sandwich bags.
6
7. He’s featured on…
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Oprah Winfrey mentioned David Laferriere’s feat on her show.
Pee Wee Herman mentioned on his Facebook Page.
Over 10 millions views on the Flickr site.
Received 713,701 views in a day on January 2, 2014.
ABC TV
Huffington Post
MSN Now
Daily Mail
Fox News
Yahoo!
Ripley’s believe it or not!
Today.com
AOL.com
Good Morning America Online
Mashable.com
Dozens of blogs, TV channels and articles.
7
8. The brand – David Laferriere
• 20too will turn ‘David Laferriere’ into a premium global brand.
• To form a strong emotional connect, the story of David Laferriere
will be the essence of the brand i.e. Parent-child emotional bond.
• The focus categories for the brand will be food, apparel,
accessories, FMCG and greeting cards.
• The brand will also be used for CSR campaigns and by NGOs for
parent-child campaigns.
• The brand will be targeted at teens / adult categories.
• The look of the brand will be inspired by pop culture.
8
10. Brand development – key steps
• 20too will get the brand registered.
• Create styleguides for the brand.
• 20too will choose licensing agencies across the globe, starting with the Americas, Europe and the
Middle East.
• 20 too will start pitching the property to potential licensees & product manufacturers.
• 20too will take care of product conceptualization, development & approval process with the licensees.
• 20too will handle the revenue collection from licensees and disbursement to the brand stake holders.
10
11. Brand potential
• We see a lot of potential in the brand
especially from the younger generation
for whom we think the artwork style
suits the most.
• To maximize the brand potential, we will
also incorporate additional graphic
treatments and slogans that will further
enhance the charm.
11
12. Products
• David Laferriere will be synonymous with premium lifestyle & FMCG products.
• The brand will carefully choose it’s product line and quality manufacturers across the globe.
• The brand has the potential to be associated with apparel, FMCG, greeting cards and fashion accessories.
• 20too will ideate and conceptualize products and graphic application guides for the brand.
12
15. Culture and arts
• Looking at the target consumers , we will keep the styleguides and property aesthetics trendy and pop
culture centric.
15
16. Aesthetics
We would prefer the characters and brand to remain rooted in the story of impromptu
doodling rather than neat & straight lines that take away the core essence.
16
17. Artwork creation- challenges
• To digitally create the artworks that David creates on sandwich bags.
• To get the files digitized, we suggest that the artist (David himself) find a way to create the drawings by
using sketchpads or similar tablet devices to retain the charm of the original artwork style.
• Since we will need to use the artworks in multiple ways, i.e. for printing on apparel, jewelry etc, its not
feasible to use the scanned versions either.
• David will supply his digital artworks to 20too who in turn will find many ways to use it and also find the
takers for the products created with it (i.e. licensees, retailers & consumers).
17
18. Worthy causes
• David Laferriere brand will not be all about the cosmetic, commercial success of the brand merchandise
but will also be contributing to the society with CSR campaigns especially directed at parent-child
relationship.
• We will rope in global organizations for CSR campaigns across the globe with appropriate and occasioncentric pitches like for Children’s day, Father’s day & Mother’s day.
• David also does his bit to educate about food waste through his blog and this will be another campaign
to look at.
18
19. Our role
We leverage our vast
relationships, distribution and
manufacturing networks and
proprietary technology and IP
to give our brands unparalleled
speed to market. We think big
but move fast.
We have established
relationships and
proven success working
in partnership with
retailers from mass
merchants to luxury
channels.
We have venerable
back-office strength and
infrastructure capable of
managing all aspects of
the licensing process
from royalty collection to
licensee compliance.
Our management team
has spearheaded the
most significant retail
product launches with
experience in sales,
licensing, marketing and
brand building.
19
20. Who we are…
20TOO is a Dubai (UAE) based company specializing in representing Intellectual Property (IP) owner’s rights in the
commercial licensing marketplace of our region. We provide clients with a focused and expert service, keeping the client’s
long-term goals and ambitions on top of our minds.
We offer full-scale services that range from:
•
Licensing representation for international and regional IP across the Middle East and North Africa. Our brand scope reaches from Kids to
General Entertainment, Sports and Fashion
•
Effective and sustainable brand development , strengthening and extension of a select portfolio of strategic and culturally relevant IPs
•
Successful integration of global brands into the region’s specific cultural framework
•
Handling of promotional and marketing activities with key retailers across the region
•
Creative, financial and legal services
•
Managing of key categories from consumer products, publishing, digital, to live shows and theme parks or FECs
•
Market and industry research
•
Consultation services
20
21. Who we are…
We are a dedicated and enthusiastic licensing agency for the Middle East and North Africa consisting of a
team of industry experts whose comprehensive licensing and regional knowledge allowing us to be the
leaders in our field and offer best services for your brand.
We are completely independent, yet have solid relationships with all major stakeholders, media partners,
television stations and marketing & ad agencies.
Our experience ranges from managing pre-school to boys action, girls fashion, vintage and adult IPs. We
manage consumer products, live events, home entertainment and even governmentally backed activities
and/or CSR promotions.
We personally know each decision maker by department of the major key retailers and malls, country by
country, city by city and have a network of over 150+ potential licensees and partners to utilize.
We would love to work with you.
21
22. Many thanks for your attention.
We would love to work with you.
22
