UNEMPLOYMENT CAN'T SWIM by John St for BLACK CREEK OUTFITTERS

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UNEMPLOYMENT CAN'T SWIM

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market United States
Agency John St
Executive Creative Director David Bonner
Art Director Aaron Peacock
Copywriter Mike D'abreu
Released April 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: BLACK CREEK OUTFITTERS
Product/Service: OUTDOOR RETAIL STORE
Agency: ST JOHN & PARTNERS
Date of First Appearance: Apr 26 2009 12:00AM
Entrant Company: ST JOHN & PARTNERS, Jacksonville, USA
Executive Creative Director: David Bonner (St. John / Partners)
Copywriter: Mike D'abreu (St. John / Partners)
Art Director: Aaron Peacock (St. John / Partners)
Print Producer: Laura Brown (St. John / Partners)
Media placement: Poster - In-store, among kayaks - 26 April 2009

Describe the objective of the promotion.
To consider kayaking as an escape from the economic woes of 2009.

Describe how the promotion developed from concept to implementation
The dwindling economy has called all leisure and recreational dollars into question. Conceptually, we saw the key benefit of kayaking as a way to leave all that behind.

Describe the success of the promotion with both client and consumer including some quantifiable results
No formal results were tracked for this poster. Anecdotally, a lot of customers mentioned that the poster captured why they enjoyed kayaking - that none of their problems can swim.

Explain why the method of promotion was most relevant to the product or service
Recreational customers are looking for an escape. This in-store poster brought those unspoken feelings to life.