overlooked truths daniel / gracey / marissa / michelle / patricia / ronaldo 

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 

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 

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 

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 

“Native shoes is footwear for anybody, anywhere, anytime.” 

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) 

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 

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 

No content

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 

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 

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) 

bc association of farmers’ markets 

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 

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 

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 

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*