Wilderness Athlete Print WILDERNESS ATHLETE SURVIVAL KIT by Mckee Wallwork Cleveland

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Industry Spices & Condiments
Media Print, Magazine & Newspaper
Market United States
Agency Mckee Wallwork Cleveland
Executive Creative Director Bart Cleveland
Creative Director Daniel Andreani
Art Director Ashlee Powers
Copywriter Maria Hicks
Account Supervisor Jonathan Lewis
Released December 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Executive Creative Director: Bart Cleveland (McKee Wallwork Cleveland)
Creative Director: Daniel Andreani (McKee Wallwork Cleveland)
ACD/Designer: Bruce F Johnno (McKee Wallwork Cleveland)
Art Director: Ashlee Powers (McKee Wallwork Cleveland)
Senior Copywriter: Will Conner (McKee Wallwork Cleveland)
Copywriter: Maria Hicks (McKee Wallwork Cleveland)
Production Services Manager: Louis Maes (McKee Wallwork Cleveland)
Account Supervisor: Jonathan Lewis (McKee Wallwork Cleveland)
Account Co-ordinator: Matt Clute (McKee Wallwork Cleveland)
Media placement: Audio CD - Events, point of sale - 12/22/11
Media placement: Collateral piece - Events, Point Of Sale - 12/22/11
Describe the objective of the promotion.
The Sales kit was designed to assist salespersons in demonstrating the new brand campaign to possible consumers at live events.
Describe how the promotion developed from concept to implementation.
The attitude of an outdoorsman is the same as any athlete: to push oneself beyond one’s limits. This logically leads to equipment needed to enjoy such outdoor activities. Implementation became as simple as reviewing what activities the wilderness athlete would want to enjoy when he or she had gone farther out than ever before.
Included in the kit was a CD, a spoof designed to assist salespersons in demonstrating the new brand campaign and amuse consumers at live events and to share virally.
The poster series for the campaign was designed as gifts for potential customers at live events and through the Wilderness Athlete website.
Explain why the method of promotion was most relevant to the product or service.
By creating elements that assist the athlete while delivering the Wilderness Athlete mantra, ‘Go Far Out’, the connection between brand story and the experience of the customer is united.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The launch of the campaign of December 2012 hasn’t given time to have quantifiable results.