Peer pressure, good or bad, may arguably be the most influential concept
pushed upon teenagers. With that being said, it seemed obvious for our campaign
approach to target the stereotypical teenage influences- the good ones of course.
We chose to work with a comic book type of vibe. Although the middle and
high school years replace short and sweet gossip novels with endlessly boring
history books, we figured the comic book vibe would symbolically represent a
happy medium between the necessary reading and the more preferred modern, fun,
artsy world of music, comics or teenage novels.
Basically, we’re hoping that our talking “Sneek” can relate to just about
any walk of life.
In the boy’s advertisement, we chose the bold colors of black, white and
orange. The advertisement in general was very simple, so the use of the three
main colors was a big part of our “look at this” statement. We chose to place
both a basketball and a JanSport backpack in the ad with the shoe, because JanSport
is a popular backpack and basketball is a popular activity for many young men.
We chose to use a worn out backpack because JanSport is immediately related
to the middle to upper-class kid, simply based on price range. The fact that the
bag is not brand new indicates that it has had its fair share of use and
therefore relates to the middle to lower-class kid that may not have a new
backpack every year.
We do understand that the use of basketball immediately eliminates certain
types of boys, but we figured that basketball, for the most part, is a popular
universal past time for both the athletic and un-athletic boy.
Our approach was intended to be simple, inclusive and most importantly,
catchy. We thought the “Lace up Bro,” comment was a nice final touch to the ad.
It’s similar to Nike’s “Just Do It” because it’s short and sweet and we thought
that was the way to go. The use of “Bro” was just another attempt to become
relatable to the potential buyer and frankly, the use of the word, “Bro” is in.
We’re always trying to tap in to that peer pressure.
The girl’s advertisement looks very similar to the boys as far as being
simple yet still attractive. We chose an artsy theme while emphasizing the
colors red, teal and black. The edgy colors and artsy twist was our attempt at
catching every teenage girl’s eye.
The use of a heart, a common doodle for a boring math class, was our effort
to pull in the everyday girl. What girl doesn’t like hearts? It resembles love,
like, peace, anything you want it to mean! It’s universal.
The camera was just an addition to go with the artsy heart, but it
potentially has multiple meanings depending on the viewer. A camera could mean
that the shoes are worth photographing or even you in the shoes are worth a
smiling picture. Also, in an age of technology, pictures are covering the
internet via Facebook and Twitter, so a digital camera is a regular sidekick,
just like Sneeks should be.
The last advertisement was meant to entice either gender. We used a vibrant
red to appeal anyone who might come across the ad and red is typically neutral
to all genders. The upright shoe was purposefully placed as a powerful centerpiece
which symbolically represents the power of the shoe and the authority of those
who wear them. The wings are an extra push for the “powerful” vibe. Wings
immediately resemble flying and we want the viewer to think that these Sneeks
could make them fly.
We placed the Sneeks logo in a generic spot in the other advertisements,
but figured we would tilt it above the shoe in the unisex advertisement to
resemble a halo. The halo resembles an angel, which was another attempt to
promote the good peer pressure.
The last touch is the placement of the faded words in the background. The
words offer the same teenage school vibe and put an edgy more creative twist to
reading.
Ultimately, we hope that our three advertisements offered a simple, catchy
and edgy twist to a humble everyday type of shoe. We predicted that our use of
dominate colors and comic book approach would attract a young vibe and leave
our possible customers wanting Sneeks!
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