Foot Locker Design & Branding CATAPHILES POSTCARDS by SapientNitro London

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CATAPHILES POSTCARDS

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Industry Shoes
Media Design & Branding
Market United Kingdom
Agency SapientNitro London
Creative Director Ben Callis, Justin Barnes
Art Director Mickael Charbonnel
Copywriter Mickael Charbonnel
Designer Stephen Vaughan
Photographer Alexander Basil
Released January 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: FOOT LOCKER EUROPE
Product/Service: FOOT LOCKER
Agency: SAPIENTNITRO
European Chief Creative Officer: Malcolm Poynton (SapientNitro London)
Creative Director: Ben Callis (SapientNitro London)
Creative Director: Justin Barnes (SapientNitro London)
Art Director: Mickael Charbonnel (SapientNitro London)
Copywriter: Mickael Charbonnel (SapientNitro London)
Photographer: Alexander Basil (Alexander Basil)
Designer: Stephen Vaughan (SapientNitro London)
Media placement: Postcards - Instore Foot Locker Outlets - 3/4/2011 - 1/6/2011

Describe the brief from the client
Promote the new Converse Padded Collar sneakers using Footlocker in-store media and build greater awareness of this product in the 16 to 24 year old target audience.

Describe the challenges and key objectives
Our key objective was to create an in-store marketing tool that built on the 'Cataphiles' TV campaign.

Describe how you arrived at the final design
These 'Cataphiles' are cool urban explorers who, inspired by the Converse Padded Collar sneakers on their feet, illegally enter the disused catacombs and tunnels that exist beneath the streets of London and Paris. Driven by curiosity and creativity these 'Cataphiles' hang out underground and create their own secret parties, gigs and graffiti galleries. To tell the 'Cataphile' story in-store we subverted stereotypical tourist postcard packs. Using this graphical style we created packs of 'Cataphile' postcards. So, where you normally expect to see the above ground sights of Paris or London, we instead showed the underground views.

Give some indication of how successful the outcome was in the market
These 'Cataphile' postcard packs were used as a gift with purchase of Converse Padded Collar sneakers in Foot Locker stores across Europe. In a very short time they sold out.