After having my site live for just under a week (coupled with an 8-hour campaign), I received an offer for freelancing, over 300 hits on my site, a threat to sue from a major agency and the same agency calling back a few hours later with interest in my work and approach. All-in-all it's been a good week.
I spent the majority of my day generating ideas for the Heimie's Haberdashery campaign, which I mentioned in an earlier post. After spending some time thinking about the specific target consumer I feel we should go after, I tried a number of different approaches in terms of the way the campaign should feel. In the process I dug up some great old pieces of reference that I researched when working on an alcohol pitch earlier in the summer. These two are excellent examples of targeting the same demographic with slightly different personalities.
42 Below Vodka's "Map of the World"
Agency: Saatchi & Saatchi
Reason: It pulls off an extremely dry sense of humor very well. A perfect approach for an affluent single male around 21-30.
Ketel One's "Table"
Agency: Grey Group
Reason: It pulls of classy cool in a unique way. Great for the affluent single man that thinks of himself as an alpha male.
Look out for some of my process work for this campaign which I will have posted tomorrow.
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