SPECIAL OLYMPICS OF NEBRASKA Design & Branding POLAR PLUNGE UNDERWEAR by Bailey Lauerman

POLAR PLUNGE UNDERWEAR

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Industry Sports Teams & Events
Media Design & Branding
Market United States
Agency Bailey Lauerman
Creative Director Carter Weitz
Art Director James Strange
Photographer Scott Dobry
Released October 2010

Credits & Description

Category: Posters
Advertiser: SPECIAL OLYMPICS OF NEBRASKA
Product/Service: SPECIAL OLYMPICS OF NEBRASKA
Agency: BAILEY LAUERMAN
Date of First Appearance: Oct 1 2010
Entrant Company: BAILEY LAUERMAN, Lincoln, USA
Art Director: James Strange (Bailey Lauerman)
Creative Director: Carter Weitz (Bailey Lauerman)
Photographer: Scott Dobry
Media placement: Poster - Mailing To Corporate Sponsors - 1 Oct 2010-1 April 2011

Describe the brief from the client
Who is the audience?
Participants; corporate supporters; prospective plungers.

What are we trying to accomplish?
In order to create buzz prior to and at the event, we need to create an annual promotional poster for the Polar Plunge for Special Olympics Nebraska.
This poster will be given to attendees at the event, as memorabilia, and also distributed to all corporate supporters in advance of the event to promote employee participation.

What is the budget?
Pro-bono work; creative development budget 30-45 hours.

What are the mandatories?
Must include sone.org, Polar Plunge event logo and reference to Special Olympics Nebraska.

Describe the challenges and key objectives
Challenges: Its really hard to photograph a block of ice, because it melts very rapidly. It is also very difficult to merge the underwear photo with the ice and make it convincing.

Key objective: To have a funny and memorable poster that people will be proud to own and keep.

Describe how you arrived at the final design
We arrived on the concept for the design by studying the key takeaways of the target audience. Its a charity event full of fun and bravado. The audience has a keen sense of fun and sees the obvious insanity of jumping into ice cold water. This in mind a frozen pair of tighty whiteys in ice seems appropriate and memorable.

Give some indication of how successful the outcome was in the market
For the 2010/2011 plunge season, SONE secured a 7% increase in total funds raised ($148,000 in 2010/2011 vs. $138,000 in 2009/2010).