Sonya Joshi Micaela Metz

Our Creative Brief

We are communicating in order to promote warby parker’s glasses as well as their “buy a pair give a pair” initiative. We are communicating directly to our target audience ranging from ages twenty to forty. They are price sensi-tive but know the point where it compromises their individual style.

In addition, our audience consists of innovators and early adopters looking for the next thing in eyewear brands. However, the problem is that this is a relatively new brand that is in need of additional exposure to its audienc-es. The opportunity is to capture new customers and retain existing, loyal customers. Our communication will captivate the audience by showing the uniqueness of the brand and its philanthropic efforts. We will accomplish this by placing the media in the form of advertisements and out-of-home billboards.

The strategic idea is you can feel good about buying an affordable brand that not only provides you with exceptional quality but also donates a pair of glasses to someone in need. This message will be supported by our big idea which is “Making Four Eyes Fashionable #BuyAPairGiveAPair”.

The mandatory elements of this campaign are to target an audience, create objectives, and create strategies and tactics to achieve those objectives. In order to portray the quality of the brand, we decided to incorporate high quality images, minimalist aesthetic and sophisticated body copy.

Our deliverables are three magazine advertisements that will run in publi-cations such as Vogue, The New Yorker, and Vanity Fair. In addition our wild card ad is an out-of-home billboard ad and could also wrap the inside and outside of a subway train in New York City.

Print Advertisements

Print Advertisements

Print Advertisements

OOH (Wild Card)

Wild Card-NYC Subway Wrap

Wild Card-NYC Billboard

Trend Board

100 Headline Ideas1. Great, classic style2. Fashion you can afford3. Glasses never looked so chic 4. Be a trend setter, choose Warby Parker5. Creating affordable luxury6. Buy a pair, give a pair7. From concept to construction, offering luxury quality you can afford 8. Be fashion forward9. Be bold. Make a statement10. Bringing back traditional, chic style11. Make an impact, choose WP12. Make an impact, make a statement, choose Warby Parker13. Because you deserve great style14. Simple and classic15. You’re in good company – Warby Parker. 16. Good vision17. We know you have good taste, we’ll provide good vision18. Good vision shouldn’t cost a fortune19. Good vision and good style shouldn’t cost a fortune20. Classic style, bold vision, ____ company – Warby Parker21. Clear vision22. Clear vision, clear motives: Warby Parker 23. Get out there – Warby Parker24. See life better – Warby Parker25. If Ryan Gosling is wearing them, you should too26. Revolutionizing the way you see the world – Warby Parker27. See the world through clear eyes – WP28. See the world through 20/20 vision and exceptional style – WP29. We promise clear vision and great style – WP30. Making “four eyes” fashionable – WP Buy a pair, get a pair. You’re basically buying 2 pairs= 4 eyes. 31. What’s your vision?32. How do you see the world?33. See the world through our eyes34. See the world through sleek frames35. Bring out your personality36. Shine through37. We’ll help you bring out your personality you just wear the glasses38. Because Karlie Kloss is doing it39. Because Ryan Gosling is doing it 40. Let your little light shine

100 Headline Ideas (Continued)41. Complete your outfit42. Enhance your outfit43. Enhance your look44. To feel like a million bucks you don’t have to pay a million bucks45. Don’t’ compromise great style – WP46. Your vision and your goal should be as clear as your lenses 47. Change your life, choose Warby Parker48. Love your glasses, love your life49. Good vision is revolutionary50. Be inspired51. The new style inspiration52. Giving never felt so good53. Great style can be productive, too54. Be bold, choose Warby Parker55. Be different, choose Warby Parker56. Be bold. Be different. Be stylish: Warby Parker57. Exceptional taste – Warby Parker58. Affordable luxury never looked so good59. What’s your style?60. Making style history61. Be a visionary62. See life through our eyes – Warby Parker63. See life better – Warby Parker64. Be the change you want to see in the world65. See the change. Choose Warby Parker66. Be the change. See change. Warby Parker67. Be flawless. Be Warby Parker68. Because you deserve it. Warby Parker69. See the world70. See great things 71. See exceptional things72. Warby is the answer73. Warby by Warby Parker74. Creating great things75. Great style should be rewarded76. Great people. Great style. Great eyes. WP77. Because Warby is doing it78. Not your every day glasses79. The “hipster” glasses 80. Revolutionize your look81. Re-vamp your look82. Making you look smarter83. Making you look sophisticated84. Making you look inquisitive85. Be _______________ . Warby Parker86. Your time is now87. Let’s bring out your eyes

81. Re-vamp your look82. Making you look smarter83. Making you look sophisticated84. Making you look inquisitive85. Be _______________ . Warby Parker86. Your time is now87. Let’s bring out your eyes88. Bringing out your best features89. Let your eyes shine through90. Be proud of your glasses91. No more foggy days92. Hunny, ya never looked better93. Change your glasses. Change the world. Warby Parker94. Thank us later95. Doing good never looked so good96. Looking out for the world97. See the future. Change the future. Be the future98. It was all inspired by Warby Parker99. Wear them well100. Opening your eyes to a new world

100 Headline Ideas (Continued)

Thumbnails

Rejected Comps

Put These On!

Objectives- Increase brand awareness on new brand- Increase awareness about the Buy A Pair, Give A Pair initiative.

Strategy- Buying media to reach target audience- Consistent brand message and call to action

Primary Research-Well-known -10 Ithaca College students-50% of these students had heard of Warby Parker or had seen an ad.

Secondary Research- Looked at social media and website to learn more about brand

Target Market Profile-Erica-Style is serious-College student on a budget-Looking for great style, affordable prices and a company that encom-passes a philanthropic venture.

Promise and Big Idea - Great style, affordable prices, and a purchase you can feel good about-”Making four eyes fashionable #BuyAPairGiveAPair”

Creative-Tone is very sophisticated.-Visuals are bright and vibrant but also encompass the element of mini-malism.-Copy reflects our big idea-Warby Parker is not only fashion forward, but philanthropically forward.