Casual Wear Survey

http://www.surveymonkey.com/s/9Q9Z57V

33 people have taken it so far, need about 100.
Aiming at an older audience if possible

(Lucy)

New Balance Blogger

Found a 'sneaker freak'!

He's a footwear designer from New York and blogs about loads of different footwear brands and styles, as well as designing his own range. He's blogged quite a lot on NB so here's a link to what he's blogged about it.
But his other footwear blog is also pretty cool so have a look at that too.

Ronnie Feig

(Lucy)

Kit Kat's - Take a Break Promo Review

The take a break campaign encourages consumers to take a break, by buying a kit kat with a promotional code and entering into a competition to win loads of prizes designed to take a break from 'life', prizes include having your mortgage paid off for a year, holidays, festival tickets, shopping trips etc (all below).
The website is really good and interactive and the campaign seems to be pretty effective.


Lifestyle Prizes


Holiday Prizes


Entertainment Prizes


Sport Prizes


(Lucy)

Bulmers Summer

Bulmers Summer Advert.

Really fun campaign and good use of iPhone app that is coherent with the campaign. We need something like this, play on the summer, no work, freedom, happiness, social etc. 

(Lucy)

Lifestyle Questionnaires Answered

Asked a few of my uncles friends to answer the same questions we asked Chris. 

Here are two of the answers I got, they also completed the survey on survey monkey.

Hopefully will get more answers, only emailed him yesterday and he's passed it on to quite a few friends I think. 

Gender:male

Age:43

Occupation: Deputy Headteacher

1.) What would be your ideal 3 course meal?
scallops, rack of lamb, chocolate profiteroles

2.) What do you like to do in your spare time?
children, run, pub, cinema

3.) Where would you go for a weekend away and who with?
camping, cottage with family or city break without children

4.) What are your top 3 destinations you've been to and why?
Thailand - relaxing, hot, great parties ( 20 years ago), Mozambique - fantastic beaches and diving, Sennen Cove, Cornwall fantastic beaches

5.) What brand campaigns can you think of that have recently interested you? If so, what were they and why?
RAW winter coat

6.) What is the most effective way you would be drawn towards a brand? ie- Online; via social media, email, blogs. Or offline; print, editorial, advertisement.
Shops

7.) Give a few examples of the brands of clothing you wear.
RAW, Fat Face and Gap

8.) Give a few examples of the brands and style of footwear you wear.
Nike Air trainers, desert boot

9.) Who influences you and why? ie-famous or celebrity
family and friends - I respect them

10.) What sort of outdoors activities do you do? ie-walking, any sport
running, cycling

Gender:male

Age:40

1.) What would be your ideal 3 course meal? 

Tricky - here's one version:

Spinach and watercress soup with rye bread
Veggie sausage and mash in onion gravy
Summer fruits and vanilla ice cream (or chocolate fudge cake) 

 2. What do you like to do in your spare time? 

Run, cycle, walk, cinema, eat out, run some more... 

 3.Where would you go for a weekend away and who with? 

Venice with my partner Sarah 

 4.What are your top 3 destinations you've been to and why? 

Venice - beautiful, with lots of things to see within walking distance and no traffic
New Zealand - the outdoors and friendly people
Turkey - friendly people, good food, kayaking 

 5. What brand campaigns can you think of that have recently interested you? 

If so, what were they and why?
Vivo Barefoot Evo
Because I'm still looking for the right running shoe that embraces the barefoot/minimal running principles but delivers high performance. The Evo campaign promised much but unfortunately the reality didn't deliver - way too heavy and not comfortable. 

 6. What is the most effective way you would be drawn towards a brand?

 ie- Online; via social media, email, blogs. Or offline; print, editorial, advertisement.

Editorial - online or offline, written by people I respect or at least have good trustworthy credentials. Blogs or social media if it comes to me via trusted sources. 

7.Give a few examples of the brands of clothing you wear. 

GAP, H&M, Puma. I don't have a great deal of brand loyalty. 

 8.Give a few examples of the brands and style of footwear you wear. 

Vivo Barefoot (casual wear)
Mizuno Wave Universe 3, Vibram Fivefingers Sprint, Puma H Streets (all for running) 

 9. Who influences you and why? ie-famous or celebrity 

I might be influenced by someone who I respect, and believe knows about their particular subject. I'm not interested in fame, celebrity or brand endorsements. 

10. What sort of outdoors activities do you do? 

ie-walking, any sport
Running, walking, cycling, swimming, occasionally kayaking.

(Lucy)

New Balance Campaign 2009

Whilst searching creativity-online.com, I can across an article about a New Balance campaign which was released in 2009 for New Balance 574 Clips line...


Here's what the article included...(http://creativity-online.com/news/mother-new-york-creates-574-clips-for-its-inaugural-new-balance-campaign/139020) 


Preview the site and mini clips at www.574clips.com

In order to demonstrate the uniqueness of each one of the 480 pairs in the limited edition series, which are constructed entirely out of leftover clips of material from the NB 993 and 996 designs, Mother created their own series of "clips"—exclusive vignettes shot in cities across the U.S. documenting the experience of every pair before they reached consumers. The shorts are featured on the 574 Clips website. Buyers are invited to search for their shoes' special short and once they find it, they can "claim" their NBs by entering a special code. Their names will then be featured at the end of the film.

To further emphasize the collectors aspect, the agency also created photo "trading cards" and shot Polaroids of each pair to be enclosed in every box. Written on the back of each photograph is the corresponding pair's limited edition number, size, color and retail location.

Mother art directors Mark Aver and Jed Grossman, "Mother" Imogen Bailey and creative technologist Rey Peralta discuss the logisticis of bringing 574 Clips to life.

What was your thinking behind creative 574 Clips?
Mark Aver : We realized that this is an extremely limited release of a classic shoe, 480 pairs, and for true sneaker connoisseurs. In other words, the shoe will likely sell out in a matter of hours. So, the challenge became: How can we create something that not only entertains, but also makes the entire effort as special as the shoe and in turn, makes the communication live a bit longer than the sale.

Jed Grossman: We figured that since the shoe itself is hand-made in Lawrence, Massachusetts out of surplus materials, then the communication should be hand-made in America as well. And since it is such a limited edition, why not give each shoe its own story? Let's document each shoe before it reaches the store and goes on someone's feet. Basically, we felt we could do that, and that felt really cool.

How hard was this to sell to the client? 
Imogen Bailey: They loved the idea from the beginning and recognized the campaign's relevance and originality to the people we are trying to reach.

Is the original idea what we see in the campaign today? Or did it change throughout the creation process? 
JG: Actually, the original idea was maintained from start to finish.

Tell me about the production of this particular effort. Who shot, what did you shoot with? How did you go about scheduling and shooting everything?
JG: The production for this project has been a true team effort. It was also very simple. Each day we would go out as teams of two with a Flip Mino HD, a Flip Ultra HD and a Polaroid One600 camera. We had scripts that we would follow. We would know we'd have to cover 15 clips off the list but might find five or 10 more things that we found interesting along the way.

The coolest part of this project has been collaboration between people. Everyone working on this project at Mother and [production company] Greencard has worn many hats. It has been such a great case of creative minded people from all different backgrounds giving it everything they've got to achieve a common goal.

Who did you cast for the films? 
MA: In New York, Boston and Los Angeles, we relied on fellow Mother employees, folks off the street, friends, and friends of friends for a majority of the casting. Our core team also made cameos in a few of the clips. In Lawrence, Massachusetts, where the shoes were made, we used quite a few of the factory workers in the clips. We even went home with one and shot clips of him and his family getting ready for dinner.

What was the most challenging part of putting this together?
JG: The planning, logistics and process involved in shooting 480 films and 480 Polaroids. Despite their short length (five-20 seconds each,) all of the clips required a thorough cataloging process and utmost attention to detail.

MA: At times, we had four people shooting with four separate camera kits, so a uniform process was absolutely essential. We also couldn't risk any of the clips getting lost or separated from its corresponding Polaroid--we only had enough film and single opportunity to shoot a Polaroid for each pair of shoes.

With the Polaroids, wasn't it hard to get the film? Isn't it in short supply now?
IB: Sadly, Polaroid no longer makes film, so it was quite a mission to find. However, we were determined to find it and we struck gold just in time.

Were there any big challenges in terms of getting the website itself set up? Who did you work with on the technical end?Rey Peralta: We teamed up with Almighty out of Boston to build the actual site. They became an extension of our internal team. Before we started building the site, we had some kickoff calls to define functionality, some big ticket items, and the general 'feel' we were going for with the site. The initial setup calls went a long way in resolving issues before they ballooned into full-scale issues and allowed us to quickly scope and start building while we continued to shoot all the videos for the site. Throughout the entire build process we were in constant communication.

Our greatest challenge during the build of the website, and on the entire project in general has been organization. We had to meticulously catalog every Polaroid, scan, video, and claim code to make certain they all matched-up correctly. The devil's in the details and these were details we did not want to mess up.

Have any shoes been claimed yet?
IB: No, they can only be claimed once bought. The shoes don't go on sale until later this week

(Sophie) 

Timberland Bait Advert

"A sprint off between a man, a wild hog, pack of wolves and a brown bear hopes to inspire couch potatoes to take on the great outdoors. Or simply to buy the latest Timberland shoe – to give the impression they might. One day. When they get around to it."


http://www.utalkmarketing.com/Pages/CreativeShowcase.aspx?ArticleID=15205&Filter=0&Keywords=&Order=LATEST&Page=1&Title=Editor’s_Pick._Timberland_‘Bait’_advert


Thought it might be a good concept to compare to. 
Although we're looking for people to be more relaxed, timberland seem to be attempting the opposite.


(Lucy)