A creative proposal on the T-shirt company, The Mountain. Our big idea was called "MountainFest 2015" and consisted of a charity concert with special promotional T-shirts.

1. Chris Brown + Pete James
The Mountain:

2. Who are we talking to?
We are talking to men and women
between the ages of 18 and 35. They’re
environmentally conscious and want to
make a difference before it’s too late.
We’re hoping to attract some of the die-
hard hippie crowd, but our typical person
is an average young adult who likes to
have fun, and makes the extra effort when
it comes to being green.
Why are we communicating?
What is the assignment?
What’s the problem and opportunity?
We’re communicating to get the word out
there that The Mountain cares about the
environment. We want the public to view
us as more than just a t-shirt company but
also a voice for the animals. We’re backing
this up by donating half of the proceeds of
MountainFest to the World Wildlife Fund.
What should our communication do?
How will it do this?
Our communication should make The
Mountain fans want to be a part of
MountainFest. We want our market to
feel hyped about the event due to the
awesome live bands performing with the
added bonus of contributing to the World
Wildlife Fund. Being able to have fun while
doing good is well worth the ticket to
MountainFest.
What is the strategic idea?
The strategic idea is that The Mountain
is hosting an event called MountainFest.
MountainFest is a one-day concert that
consists of many alternative/indy-rock
bands that share the same environmentally
friendly ideas as The Mountain. Our
customer purchases a ticket to the event
for fifty dollars and receives a t-shirt with
their purchase. Were proud to say that fifty
percent of the proceeds go to the World
Wildlife Fund.
Our ads depict activities most commonly
associated with casually drinking with a
good friend. Golfing, playing video games,
and fishing are all activities where people
would use a red solo cup to drink due to
the casualness of the event.
What are the mandatories?
the must-do’s?
We must create a campaign that shows
our devotion to the wild. People already
associate our brand with animals but not
many are aware of our green background.
We need to make MountainFest a
celebration that unites people to fight for
sustainability and a greener earth.
What are the creative considerations?
The creative consideration is that we are
creating a campaign without any print ads.
We want MountainFest and The Mountain
brand to be spread by word of mouth and
on social media only. The event allows us
to sell our t-shirts to fans as well as donate
to a great cause.
What are the deliverables?
Where will the messages run?
Our deliverables are unique in the sense
that we are going paperless. Wasting
paper would go against our big idea, so
our campaign will start on social media. We
have created a social media campaign to
promote MountainFest details like location,
partners, and featured performances.
Once the customer purchases a ticket to
the event, they receive a t-shirt in the mail
that’s required to be worn to the event.
The Mountain
CREATIVE BRIEF

3. WILD CARD Execution

7. Ad Locations
#MountainFest2015

8. Process Work

9. Trendboard

10. 104 Ideas1. People are the shirts
2. There is a scene that fades out but it’s
only a shirt
3. Animals wearing people shirts
4. Gangs
5. Only _________ travel in packs
6. Howling at the person wearing it
7. Sports teams w/ mountain feel
8. Chicago Bulls with an actual bull
9. “Climb the mountain”
10. “Let the mountain wear you”
11. Each shirt represents a different per-
sonality
12. Show your wild side
13. Green shirts made by a green moun-
tain
14. Earth day promotion
15. Each shirt donations go to a different
animal
16. The Animals concert wearing the
mountain t-shirts
17. Animal from Muppets spokesperson
18. Flying through various scenes from one
shirt into another
19. Animal mouths on shirts open up to
reveal only more shirts
20. The new fur
21. Who needs a winter coat?
22. This is what MY shirt says about ME
23. I love matching my pet
24. People can’t tell the difference be-
tween pets and owners
25. Farmers have a shirt for each of their
animals
26. Find your party animal
27. Unleash your inner beast
28. Soar with the beauty of an eagle
29. Plunge with the grace of a whale
30. Men howling at the moon
31. Women being attracted to the men
because of their primitive instincts
32. Find your inner animal
33. Claw out the competition at your job
34. When wearing shirts from the moun-
tain, gain the inner spirit of the animal
you’re wearing
35. Cartoons wearing the real shirts
36. Art in a museum people take off and
wear
37. Transforming gross white trash into
trendy people
38. Jungle party
39. Intramural teams – the Miss Piggy’s
40. Artist sketching and it comes to life
41. Someone pulls a real animal out of a
shirt
42. Don’t need a pet because you have
your companion with you
43. Big event with everyone wearing simi-
lar animal shirts – real world jungle
44. Zoo where animals run the park, peo-
ple are in cages
45. Shot of NYC, this is our jungle, be-
come an animal
46. Finding your soul mate just got a lot
easier
47. “I met my wife thanks to the mountain”
48. Pigs in a blanket
49. When pigs fly
50. Werewolf personality w/ the shirt
51. Mom calls her kids her cubs because
they are all wearing bear shirts
52. This is my spirit animal
53. I am my own spirit animal
54. Big hippie concert
55. Partner with some animal organization
for awareness promotion
56. ASPCA + The Mountain relay for life
57. Animals are people too
58. Animal rights
59. Signing the declaration of indepen-
dence with animals
60. New state: Mountaina
61. Hibernate like you never have before
62. Finally play with your dog properly
(sniffing dogs butt)
63. Making proper animal interactions
64. Give majestic a new meaning
65. “No you’re the weird one for not wear-
ing these shirts”
66. Hats
67. MacBook decals for college students
68. Simple equation… tie dye + animals =
the mountain
69. Showing the back of the animal on the
shirt
70. Check out Chris 2.0 – a lion
71. Design your own shirt
72. If you can name an animal we haven’t
covered, receive 20% off
73. Buy an entire animal set: shirt, hat,
mittens
74. Putting a shirt on your scarecrow
75. The snowman out front turns into a
terrifying creature
76. Manimal
77. Shirts that aren’t just animals, but car-
toon characters as well
78. Make exciting holiday cards / family
portraits
79. Never has it been so in to be wild
80. The petting zoo never has to leave
town
81. We evolve as humans, your style can
as well
82. Don’t cage your clothes
83. Your style will never go extinct
84. “Feathered and dangerous” – Dodge-
ball quote, but a guy wearing a bird
shirt
85. Become a cold blooded American
86. Nothing says America like tie dye and
eagles
87. Being known as the guy that’s horny
doesn’t have to be a bad thing
88. Bull fighting with the bull shirt on
89. Blend into your natural habitat
90. Stick out in the wild no longer
91. A new specimen of purebred
92. Now you have a reason to be called
spineless (wearing a snake shirt)
93. Mark your territory
94. Sink your teeth into something new
95. Spread your wings with TheMountain.
com
96. Show people how much of a savage
you really are
97. What rabies? – crazy face wearing a
wolf shirt
98. Feed your hunger
99. Meet the new pedigree, ManLion
(Man____)
100. Never be called domesticated again
101. You don’t need to be underwater to be
aquatic
102. A man in a pet store in a cage with
parents looking horrified
103. The new groomer (barbershop)
104. Introducing everyday things from the
perspective of an animal

11. 50 Thumbnails

12. Sketches

13. Rejected Comps

14. Rejected Comps

15. Comps
In this exectution, we got to play around with the
idea of the tickets for the show. At this stage we
knew that if we were heading down this route,
this was the look we wanted to go for. It’s fun,
on brand and adds a graphic element targeted
toward something we think our demographic
would like. All we needed to add here was the
actual information about the event.
In this exectuion (being one of three), we
started to add the text to the shirts for
MountainFest. After receiving feedback, we
figured out that what this element was missing
was more logos, and we needed to make it
more obvous that this was an event sponsored
by the company The Mountain.

16. Presentation

17. Research
Primary:
We didn’t conduct too much
primary research, but we both own
The Mountain t-shirts, which made
us familiar with the company’s
products and image.
Secondary:
Secondary research is where we
got most of our insight. We read the
background story of The Mountain
and were blown away with their
green philosophy. For many years,
two of the partners have been
involved with Green Causes. One of
them has been a longtime advocate
of local, national and worldwide
conservation organizations. Another
partner had his personal land
certified as an organic farm, making
it possible for local farmers to use
this land to grow organic food. The
Mountain uses only environmentally
friendly water-based inks and
dyes. The Dye Oxidation System
purifies the manufacturing process
waste water by removing color
and additives without the use of
chemicals. Not only does this not
create dead “oxygenless” water,
but it actually enriched the water
with oxygen. The Mountain are true
pioneers of water based ink.
The promise + Big Idea
MountainFest. MountainFest is a
one-day concert that consists of
many alternative/indy-rock bands
that share the same environmentally
friendly ideas as The Mountain. Our
customer purchases a ticket to the
event for fifty dollars and receives
a t-shirt with their purchase. We’re
proud to say that fifty percent of the
proceeds go to the World Wildlife
Fund.
Creative
We wanted to keep everything
similar to the style of our t-shirts.
We thought creating promotional
material on our t-shirts would be
the best idea because people would
directly associate the event to the
Mountain, plus an added bonus
is long-term exposure because
a t-shirts lasts a lot longer than a
print ad. The tickets keep the same
theme as the shirts with the tye-dye
background and animal images.
The copy is a wild, and aggressive
font because it goes along with
the mood of the wolf, lion, and
eagle. The use of “Roar,” “Howl,”
and “Soar” represents the fight for
change and a greener earth.
Target market profile
Jack is a Senior at IC majoring in
environmental science. He came to
Ithaca because of the sustainable
practices demonstrated on campus
as well as in the local community.
He’s a member of IC Primitive Skills
Clubs and IC Animal Rights. On the
weekends Jack can be found at
the closest bar with live music. His
favorite Mountain t-shirt is the Wolf.
Goal + Objective
Our number one goal is to raise
money for the World Wildlife Fund.
In doing so, we hope to promote
our brand as a responsible and
sustainable company that cares
about the environment.
Strategy
Host an event that shows the
public that we’re more than just a
t-shirt company. People already
associate our brand with animals
but we want to prove that we care
about the wildlife depicted on our
shirts. We want to bring all of our
fans together for a celebration of
sustainability all while donating to a
good cause.