At last two ideas were selected for further execution. I have misunderstood the main points of the brief that is why I have struggled too long with idea generation process. Neil have helped me a lot with the first concept. He suggested me to use the famous British proverb/ saying: “Walk the walk, talk the talk” as a strap line to my strategy. I didn’t know that proverb/saying before.
Here are the concepts and explanations to them:
1ST CCONCEPT
Basically the idea was created around well-known saying “walk the walk, talk the talk”. Here is an example of how that saying could be used: “Don't talk the talk if you can't walk the walk.” It means: talk is cheap, but can you follow through with action?
Walk the talk would be a shorter version of that expression.
This proverb generates a positive attitude, as it is life wisdom. It suggests to do things more and to talk less. Basically it is appealing not to talk about those shoes much but to try them and their quality would walk the talk.
As a mater of fact it is a quite strong expression that even could be associated with such a brilliant slogan created for NIKE “JUST DO IT” but with a deeper meaning and cultural recognition (as it is a well known British saying/proverb).
The campaign was inspired by the look of “Casual” subculture but with funky cartoonish motives. Hooligans style is a bit aggressive that is why it should be diluted with a warm colors and funky patterns. Commonly the hooligan look would be used on the campaign image as it is very popular now, it is international, it has no class or status orientation, it is related to well known popular cloth brands, it is casual but still football orientated (that will leads to an UMBROS image as a football icon but won’t harm a casual feel/perception of the product.
The peculiarity of this campaign is that there is no strap line. It is based just on visual communication. On the picture one may see a guy walking on a speech bobbles or speech lines. So mainly it is reciting the proverb with the us of visuals.
Campaign is also using visual elements of a shoe to make it recognizable and associative. For example on the first print background flowers patterns are made from a branded shoe soles. On the second picture pattern is made of a logo’s part - diamond. Third picture is decorated with the use of circles that could be found on a sole of the shoe.
Most of the curves in the campaign are copying famous “A FRAME”.
Also those visual elements would be used in the design of a packaging for this product and as a design patterns for a special edition shoe. Boxes would be covered with circles, diamonds, “A” Shaped curves and shoe-flower patterns. They would be colorful and bright. “Just Walk The Talk” slogan would be also on the packaging and on one of the shoe’s sole side. “A” letters would have a shape of a famous “A frame” curve.
2ND CONCEPT
CRAFTED FOR LIFE
This concept represents an original “A FRAME” shoe made from icons of the things that are used in everyday life. In such way UMBRO will show consumer that its new product is designed for every day life. The strap line “Crafted For Life” will complete the message of an advert.
The “Crafted For Life” campaign will consist of two parts. First part is a teaser that would be shown for about a month on bill-boards, in magazines and as a banner on websites. Teaser part will use the shoe made of icons idea. In a month the image will change. It would be a photo of the original shoe from the same perspective of view as it was on “icons made” one. Strap line wouldn’t change. It would be the same “Crafted For Life” on both cycles of the advertising campaign.
The goal of such unusually executed advertising campaign is to attract consumers’ attention towards the product and brand in common by its creative and unusual execution.
The packaging will use the same icons idea but inverse. The entire box would be covered with the icons of things from everyday life. The only empty spot would be in the middle of the box’s lid. It would be shaped accordingly to the shoe outlines. It is a smart and fun way to play with the icons pattern and to extend campaign idea. This icons based pattern would be also used in the design of a special edition shoe. Whole shoe or some of its parts would be covered with that pattern. This will also relay to the main campaign’s idea.
