Campaign 1: Sperry

Why are we communicating?

To increase awareness and sales of Sperry’s fall and winter fashions within targeted audiences nationwide.

Who are we talking to?

The current Sperry customer, who doesn’t think of Sperry when choosing fall fashions. These men and women, ages 18 to 34, have a little extra to spend, especially when it comes to clothes and shoes, despite their youth. These users embody the care-free Sperry brand; a love of summer and the beach is driven by a greater love of the outdoors. In the colder months this isn’t sailing, but instead hiking around the lake and keeping cozy on weekend camping trips.

Key Insights

Based on primary and secondary research, we found key insights about Sperry and its user. While users and non-users associate Sperry with summer, users also tie the brand to more diverse outdoor adventures. Those who have already used the brand have strong positive feelings towards Sperry. Additionally, the brand is an iconic American brand with ties to the US Navy. Interestingly, the original shoe was inspired by the structure of a dog’s paw.

Whats the problem and opportunity?

Sperry users, even brand fanatics, don’t think of Sperry when buying fall wardrobe essentials; Sperry is considered a summer oriented brand with little-to-no seasonality. While Sperry customers relate Sperry products to summer, they also relate it to the outdoors, giving the brand an

opportunity. Communicating to the target audience that time outdoors does not end with summer is ideal when advertising fall Sperry options. Sperry promises to be with you no matter the season.

What should our communication do? How will it do this?

Summer-loving adventurers should be reassured that fall does not mean an end to exploration of the world around them. We will ensure this message by including visually appealing content that expresses both a sense of adventure and seasonality.

What is the strategic idea?

Go where adventure takes you.

How will we support this idea?

Sperry has a strong brand image that is focused on outdoor adventure, while also remaining distinct from other outdoor lifestyle brands. The campaign will focus on the Sperry products needed to enjoy fall adventures, driving target audience members to shopping experiences, either online or in stores. Seasonal storefronts will remind shoppers at the point-of-purchase that Sperry is not only a summer brand, but that it is also an option for fall and winter.

What are the mandatories/must-dos?

Communicate the versatility and availability of Sperry’s fall fashions.

What are the creative considerations?

The tone of the creative content must be adventurous, seasonal, and true to the brand’s current tone of passion and pride. The visuals are clearly autumnal, including rich fall colors and trendy “filters” that create the look of user-generated Instagram photos. There will be no full-body shots in order to highlight the product and beautiful scenery. The copy reinforces that adventure (and Sperry) doesn’t always mean the ocean, and that Sperry embodies a sense of adventure that many see in themselves.

What are the deliverables?

Target audience focused magazines and storefronts nationwide.

Creative Brief

Go where adventure takes youit’s not always a place, it’s a state of mind.

Go where adventure takes youit’s not always a place, it’s a state of mind.

Go where adventure takes youit’s not always a place, it’s a state of mind.

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Print AdLocations

National Geographic Traveler

This publication, with almost 9.5 million readers and a high pass-along rate, “celebrates journeys that are about place, experience, culture, authenticity, living like the locals, and great photography.” This message fits very well with Sperry’s Big Idea: “Go where adventure takes you.” The National Geographic name is well known and respected, and research has shown that readers perceive ads as more credible when they appear in National Geographic Traveler.

Men’s Health

Although this campaign is targeting both men and women, men are more difficult to reach with general interest publications. For this reason, Sperry will include Men’s Health as a location for its print ads. An audience of over 1.8 million, made mostly of men with fairly high annual incomes, makes this magazine an ideal vehicle to reach active men who wish to live their best physically, mentally and emotionally.

BoatU.S. Magazine

Sperry has a very strong position among boaters across the United States; these men and women trust the Sperry brand and sport it year-round. This publication focuses on the boating community, and although circulation is a little less than 500,000, these readers are extremely engaged in the content of the magazine, which makes it a wonderful vehicle for products related to the editorial content.

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Storefront & Location

Side Panels

Both of the green side panels will feature a photograph collage like the one depicted to the right. The collage will consist of framed photos, sperry shoes, snow shoes, synthetic animal busts and other cabin related objects. Each side panel will feature a side table set with candles and other holiday/fall decorations like the photos below. Within the table scapes will be product.

Window

In the storefront window will be a collection of mannequins modeling fall styles from the brand. Also in the window will be a banner with the campaign slogan and hanging lanterns. The floor of the window will be strewn with branches and pine cones.

Color Scheme

The storefront as well as the store interior will be decorated with the color scheme to the left - deep crimsons, dark evergreen, toupe, deep browns and sea grey.

Go Where

Takes You.

adventure

The fourth application in this campaign is a storefront that reflects the multi-season uses of Sperry shoes. While competitors are changing their window-dressings, Sperry has previously gotten stuck in summer. Featuring fall fashions, deep colors, and lake and lodge décor, this storefront will help enforce the notion that Sperry is a brand for all seasons at the point-of-purchase.This remodeled storefront will be completed at various Sperry retail locations nationwide. While some stores are not large enough to take on this detailed seasonal look, it is important for biggerstores in high-traffic areas to not have static, summer-only décor. This is especially key for locations located in the Northern U.S. and other areas with distinct seasons.

Process Work:Trend Board

This campaign was inspired by both nautical and rustic lodge settings, as well as a sense of travel. Sperry began as a boat-shoe company, which our trend-board reflects, with images of anchors, sailboats, compasses, rope, and the sea. Pictures of the product were also included in the inspiration. The rustic, autumn feel that is in the final ads was noticeable in the trend-board, with im-ages of cabins, fall foliage, Adirondack chairs, and fall fashions including deep colors, puffer jackets and vests, and scruffy men. Overall, the images are not extremely colorful, featuring blue and off-whites. Pops of color include red and green.

Process Work:Brainstorm

• Shoes are the anchors of your outfit• THE boat shoe• Shoes give you direction• Getting back to nature• All American, all natural• Lake & lodge• Adirondack chair with flag• Adirondack chair with flag and dog• Veterans’ Day• George Washington wearing Sperry shoes while crossing the Delaware• Abe Lincoln wearing Sperry shoes while delivering Gettysburg Address• Ben Franklin wearing Sperry shoes during kite/lightening experiment• Dog with shoe in mouth• Dogs are the personification of Sperry brand (loyal, dependable, regal, brown)• Spirit of America• Paw print and shoeprint in mud• Paw print and shoeprint in snow• Shoes give your outfit direction• Sperry helps you find yourself• Know where you’re going

• Go where adventure takes you• Adventure is calling• Journey with shoes• Adventure is a way of life• Adventure begins with a shoe• The journey begins with a shoe• Get lost• You have to be lost to be found• Find yourself in nature• Find yourself at sea• Getting lost is not a waste of time• Ice fishing• Waterfall• Ice breaker boat• Glacier• A lake in fall• Rocky beaches• Getting into a kayak• Jumping from rock to rock• Visiting foreign country• Travel• Wine• Walking on the Great Wall of China• Riding an elephant• Riding a horse, followed by dog

• Muse: Jake, who wears khakis and has facial hair; he likes what he likes and won’t compromise – he makes his own playlists• Home for the holidays – soldiers com home• Soldiers reuniting with their dogs• Visit your solider• Spirit of America• Classy American – Navy, JKF• Preppy• Adjectives: family, wholesome, comfort, loyalty, playful, regal, proud• Transition of seasons• Dog = Sperry• America’s Boat Shoe• Know where you’re going• We’ve got sole/soul• Old dog, new tricks• Rustic America• Sperrys are loyal, like a dog• Four legged friend• Man’s best friend• Your foot’s best friend• Find yourself in nature• Find yourself in the sea

Process Work:Thumbnails

Originally, the thumbnails for this campaign featured many different themes. The sketches begin with an Americana feel, and include images of the Founding Fathers and other notable American figures wearing Sperry shoes, featuring sailing as an American pastime, comparable to football or baseball, and partnering with the U. S. Navy to create a “home for the holidays”-esque campaign. Additionally, a rustic looking male model, wearing nothing than an American flag and Sperry shoes, placed in nature was also drawn. Other thumbnails express how much people love their Sperry shoes and how they wear them for years

Process Work:Rejected Comps“Sole of America”

The original comps for this campaign did not feature original photography, as our final print ads did. During critiques, feedback included criticism of the tagline/headline “The sole of America.” Overall, the Americana vibe were too strong for most people’s taste in images with the flag. The image of the man posing with the flag draped over the cliff was “too Timberland” for one critic. The comps featured few shoe images, instead focusing on lifestyle and attitude, but most observers felt a product image would make the ad clearer.

The Sole of America.

The sole of America.

The Sole of America.

The Sole of America.

The tagline/headline “Go where adventure takes you” was much better received in the first round of critiques. The dog with a pipe was a very striking image that people enjoyed and connected too, so the feeling of that photo was channeled in final images. Observers felt that the plain white footer was very striking and fit the brand well. The style and color of the font chosen was a good fit as well.

Go where adventure takes you.

Process Work:Rejected Comps“Adventure”

Go where adventure takes you.

Process Work:Rejected Comps“Founding Fathers”

The sole of America

The third theme presented in critique was a mock-up of George Washington wearing Sperry boots while crossing the Delaware. While this concept is humorous, it was not seen as very Sperry-like or influential in getting the desired message across. Critics felt it was risky for Sperry but not in a way that would be beneficial for the brand.

Process Work:Comp Edits

In the second round of critiques, most comments were related to copy choices. To get the most feedback, each ad featured a different subheading, which is the only copy on the ads. The phrase “Enjoy the view.” was praised, but the inclusion of “Explore forests. Cross rivers.” was not. Some observers did not understand the phrase “Top-Siding” as a verb. However, the rest of this line (“…isn’t a place, it’s a state of mind) went over very well. Constructive criticism helped change this to “it’s not always a place, it’s a state of mind,” which is included on each print ad.

Go where adventure takes youit’s not always a place, it’s a state of mind.

Go where adventure takes youit’s not always a place, it’s a state of mind.

Go where adventure takes youit’s not always a place, it’s a state of mind.

Go where

takes you

adventure