Overlook Truths: A Design Proposal (2/5)

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

Transcript

1. overlooked truths daniel / gracey / marissa / michelle / patricia / ronaldo
2. NATIVE SHOES x city of vancouver an experience that uses Natives to remind locals of the beauty their city has to offer SHARPIE 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 clients + concepts FINE POINT AP
3. outeractive cp+B’s approach on experiential marketing 1. tells a brand story 2. designs for sharable moments 3. creates a relationship between brand & consumer people brand moment
4. XD and CP+B cultural + social context OBSErVATION stimulating senses provoking interest + nostalgia eternalizing connection with the brand familiarizing with the brand 1. initiation: cultural insight inspiring them to takE action engaging the right audience 2. immersion: STORY-TELLING 3. conclusion + continuation: Creating a relationship with people and Brand strengthening/changing perception + sharing moments with others Perceiving the brand Intensity reflex, habit, & ENGAGEMENT Interactivity PASSIVE VS. ACTIVE Meaning significance, status, emotion, price, & function CONSISTENCY breadth of products & services SENSORIAL TRIGGERS ALL HUMAN SENSES cognitive TRIGGERs concepts & symbols External factors (ACTION driven by motivation) INTERNAL FACTORS (people’s mindsets/behaviours/overall being) shedroff’s dimensions time
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 scenery, atmosphere Opening the native shoe box inviatation, event, app download provoking interest + nostalgia encounter with nature/environment stimulating the senses recognizing the style of native recognizing the functionality + worth 1. initiation: cultural insight passive: digital aspect active: wearing Natives 2. immersion: STORY-TELLING 3. conclusion + continuation: Creating a relationship with people and Brand reacquaint the locals with the outdoors associating personal significance to the brand Intensity reflex, habit, & ENGAGEMENT Interactivity PASSIVE VS. ACTIVE Meaning significance, status, emotion, price, & function CONSISTENCY breadth of products & services SENSORIAL TRIGGERS ALL HUMAN SENSES cognitive TRIGGERs concepts & symbols External factors (ACTION driven by motivation) INTERNAL FACTORS (people’s mindsets/behaviours/overall being) shedroff’s dimensions time
9. outeractive for native shoes x city of vancouver 1. tells a brand story 2. designs for sharable moments 3. creates a relationship between brand & consumer + Locals to locals + upload your experience + be a part of the “native club” + vancouver & NATIVE + native & locals + Vancouver & Locals + locals & brand advocates Tells a story of Vancouver and the experience you could have within it
11. FINE POINT AP undervalued truth is revealed through collaboration. concept: power of collaboration between creative peoples goal: create relationships and interactions between artists context: social media website FINE POINT AP FINE POINT AP FINE POINT AP
12. sharpie cultural + social context OBSErVATION collaboration with an artist seeing the idea materializing eternalizing connection with the brand cultivating creative culture through the expansion of imagination 1. initiation: cultural insight passive: utilizing sharpie’s platform for communication active: interacting with the other artist/creative 2. immersion: STORY-TELLING 3. conclusion + continuation: Creating a relationship with people and Brand sharing a creative moment with another person retaining personal identity while collaborating Intensity reflex, habit, & ENGAGEMENT Interactivity PASSIVE VS. ACTIVE Meaning significance, status, emotion, price, & function CONSISTENCY breadth of products & services SENSORIAL TRIGGERS ALL HUMAN SENSES cognitive TRIGGERs concepts & symbols External factors (ACTION driven by motivation) INTERNAL FACTORS (people’s mindsets/behaviours/overall being) shedroff’s dimensions time FINE POINT AP visual stimulation seeing actual form
13. outeractive for SHARpie 1. tells a brand story 2. designs for sharable moments 3. creates a relationship between brand & consumer people reimagining other people’s ideas & creations (interactivity) Sharpie & creatives ideas are overlooked due to limited forms of expression (due to personal expertise)
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 purchasing fresh produce investing in your health surprise from receiving produce provoking interest + nostalgia continuous relationships with variety of local farms familiarizing with the farmers 1. initiation: cultural insight passive: digital aspect active: encourages exchange of feedback 2. immersion: STORY-TELLING 3. conclusion + continuation: Creating a relationship with people and Brand strengthening/changing perception + sharing moments with others Perceiving the brand Intensity reflex, habit, & ENGAGEMENT Interactivity PASSIVE VS. ACTIVE Meaning significance, status, emotion, price, & function CONSISTENCY breadth of products & services SENSORIAL TRIGGERS ALL HUMAN SENSES cognitive TRIGGERs concepts & symbols External factors (ACTION driven by motivation) INTERNAL FACTORS (people’s mindsets/behaviours/overall being) shedroff’s dimensions time receiving package of produce on doorstep sampling produce through smells, tastes, sight, touch
17. outeractive for bc association of farmers’ markets 1. tells a brand story 2. designs for sharable moments 3. creates a relationship between brand & consumer Supporting small businesses by exposing the care they put into their produce + farmers sharing stories + submitting reviews on website & promotion longlasting relationship that is benefitial to both parties, sense of community
18. gpj.com/experience-marketing/ h shop-eat-surf.com/news-item/4018/the-native-niche-making-crocs-like/- h nativeshoes.com/ h sharpie.com/enCA/Pages/Home.aspx bcfarmersmarket.org/ h tourismvancouver.com/ h straight.com/article-321064/vancouver/hip-slipon-shoes-go-native h vimeo.com/nativeshoes hypebeast.com/2011/03/damian-van-zyll-de-jong-native-shoes/ h 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/- h www2.macleans.ca/2011/11/09/where-the-foam-rubber-hits-the-road/#more-223625 wevancouver.com/news/162899766.html h sneakerfreaker.com/articles/Native---Plastic-Fantastic-shoes/ references *hint hint* *NUDGE NUDGE*