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)

1. overlooked
truths
daniel / 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
AP
FINE 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 marketing
people 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. ACTIVE
3. conclusion + continuation:
Creating a relationship with
people and Brand CONSISTENCY inspiring them to takE action
breadth of Meaning engaging the right audience
eternalizing 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. ACTIVE
3. 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 a
brand 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

11. POINT AP
FINE
FINENT
AP
POI
FINE
POINT AP
POINTAP
FINE
undervalued truth is revealed through collaboration.
concept: power of collaboration between creative peoples
goal: create relationships and interactions between artists
context: social media website

12. 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. ACTIVE
3. conclusion + continuation:
Creating a relationship with
people and Brand CONSISTENCY passive: utilizing sharpie’s
platform for communication
breadth of
products & services
Meaning active: interacting with
eternalizing 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)

13. 1. tells a
brand 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

14. bc association of
farmers’ markets

15. 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

16. 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. ACTIVE
3. 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)

17. 1. tells a
brand 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

18. r eferen ces
t *
hin
int
*h
E*
DG
NU
GE
UD
*N
gpj.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/