Find your Freedom Campaign

DPS SkisColleen DiPofiEmily Morley

Haley Stearns

Spring 2015

Table of Contents

Creative Brief.............................................pg 1Google doc 1-brainstorm...........................pg 2Google doc 2-brainstorm/feedback...........pg 3Pinterest trendboard..................................pg 4Research...................................................pg 5Thumbnails................................................pg 6Roughs......................................................pg 7UX mapping exercise................................pg 9Rejected Compositions............................pg 10Advertising explanation...........................pg 14 Color print 1.............................................pg 15Color print 2.............................................pg 16Color print 3.............................................pg 17Ad in Context...........................................pg 18Wildcard execution..................................pg 19

Creative Brief Client: DPS Skis Team Members: Colleen DiPofi, Haley Stearns, Emily Morley

What are we communicating?We are communicating power, freedom, exploration and skis that have the ability to take the consumer on a quest to discover new landscapes. Through three print ads and a non conventional advertising this campaign will encourage consumers to invest in DPS skis while also promoting the advantages of luxury skiing items.

Who are we talking to? We are talking to a community of people who love to explore new places, push their boundaries and experience backcountry ski adventures. Our target audience are men and women aged 18-45.

What’s the problem and opportunity? Our customers feel closed in with little freedom. They feel they cannot experience backcountry skiing due to lack of knowledge of the equipment. Through this campaign we will be able to show our target audience that backcountry is worth the risk and price of investing in DPS skis. How might we make a DPS ski campaign that feels like: freedom, exploring the unknown, a never ending trail, frozen toes.

What should our communication do? Take people outside of their comfort zones and promote a backcountry ski community by focusing on the individual skier and the benefits of DPS skis.

What is the strategic idea? We want this brand to be associated with being free and create the freedom that they are looking for in their life. With DPS skis it will give our target audience the confidence to be vulnerable in the thick of nature.

How will we support this idea? We will support this idea by showing our audience that DPS can help them to explore the unknown both within themselves and within nature through the images used in the ads.

What are the mandatories, the must-dos? We must incorporate simple, inspirational copy. We also want to include breath-taking, adventurous imagery that promotes this form of skiing.

What are the creative considerations? Showing open space and big landscapes to demonstrate opportunities of freedom. Showing clean lines, and bright colors to combine a luxurious, yet outdoorsy feel to the campaign.

What are the deliverables? We want our copy to speak to the whole target audience through simple statements. The messages will circulate on social media to encourage people to share their own photos in order to show the pub-lic the real experience of backcountry skiing. They will combine the idea of finding your inner freedom while outdoors using DPS skis. A pop-up shop will be the unconventional form of advertising where the consumer will be able to test out the product.

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DPS Campaign Mediums

Tradition:For our tradition advertisments we focused on magazine ads that can also be used as billboards or in other vertical advertisment forms.

NontraditionalFor our wildcard execution we would like to create a pop up tent that people can interact with while skiing. The pop up tent will be placed at the top of a mountain right where the skiers are getting off the ski lift by more difficult trails. The tent will include different merchandise, but the main focus will be on the skis. People will have the opportunity to trade their pair of skis for a pair of DPS skis and test them out. They also will have the option to have an instructor take them on a backcountry experience. Upon returning the skis they will receive a coupon as an incentive to buy their own pair of DPS skis. They can document their experience with the hashtag #powderquest in order to gain publicity and spread the word about DPS.

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Medium: BillboardLocation: Downtown Salt Lake City, Utah USA

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