Dc Shoe's Design & Branding SPRAY THE WORD by J. Walter Thompson San Juan

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Industry Shoes
Media Design & Branding
Market Puerto Rico
Agency J. Walter Thompson San Juan
Creative Director Nánel Rodríguez
Art Director Juan Sostre, María Alou
Released March 2012

Credits & Description

Category: Logo Design
Advertiser: DC SHOES
Product/Service: DC SHOES
Vice President Regional Creative Director: Jaime Rosado (JWT San Juan)
Creative Director: Nánel Rodríguez (JWT San Juan)
Art Director: María Alou (JWT San Juan)
Interactive Creative Director: Manuel Torres (JWT San Juan)
Interactive Art Director: Juan Carlos Montes (JWT San Juan)
Art Director: Juan Sostre (JWT San Juan)
Media placement: SPRAY THE WORD KIT - The Room Store & Surf Shop Franchise (10 Stores) - March 28, 2012

Describe the brief from the client
Create a movement among extreme sports enthusiasts to recruit potential blood donors.

Describe the challenges and key objectives
The Blood Bank of Puerto Rico is always searching for ways to replenish their supplies. In order to help them, DC Shoes, a brand that specialises in clothing apparel for extreme sports, recruited a large group of people, which they know very well, that not only deal with blood loss constantly, but even find it thrilling: Skateboarders.

Describe how you arrived at the final design
We decided to stay away from traditional media to deliver a message that was relevant to this target, using their language. Skateboarders love to spray paint messages wherever they go. That’s why we asked them to become part of this movement by giving them the tools to make this happen. We handed out at skate shops special kits made out of recycled empty spray cans that contained a stencil that read: ‘IF YOU’RE NOT AFRAID TO LOSE SOME, DON’T BE AFRAID TO DONATE SOME’, plus instructions of where to spray this message. Inside these cans, there was also a DC Shoes sticker with the campaign slogan. The spray can label reflected the pain these skateboarders are exposed to everyday.

Give some indication of how successful the outcome was in the market
Most of the skate parks in Puerto Rico were filled with our campaign slogan. Plus, local graffiti artists volunteered to spread our message across the Island. In addition, as part of this movement, skaters were asked to donate blood in exchange for exposure at one of the top skateboarding magazines of the Caribbean. Over 200 skaters went to the blood drives made by the Blood Bank of Puerto Rico in just 2 months, a 28% increase of their monthly quota.