#ICAN Campaign 2014

The #ICAN campaign 2014 is a campaign that is supposed to empower women and encourage women who want to improve their health and enhance their physical body. This campaign inspires women and it carries the message of 'you can do it if you keep at it'. Nike aims to do this with the campaign by releasing a few promotional pictures that have the trademark inspirational quotes that Nike have done with other campaigns. As it is a sports brand, Nike will make sure its a sports image and add a certain sport into the picture. In this particular campaign we choose Tennis. It makes sense to choose Tennis as we not only have the best tennis ambassadors on board with us as a brand but it is also a great sport that can contribute in improving your health.

Target Market: young women 20's - 30's
                     * The way we can reach them - social media - Twitter #ICAN (Trend)
                     * Young model

Below are a couple slogans I have come up with for this campaign:

I have really enjoyed planning it so far and coming up with the concept of this campaign. There are a lot of things you have to consider when planning a campaign that I was not aware of before. I chose this particular concept as I felt majority of people do want to improve their physical body, but have little motivation due to their lifestyle and commitments. With enough motivation and awareness of this inspirational campaign,  I believe they can achieve to do so.

Mindmap for Photoshoot

So I know I want to do a photoshoot for the final outcome and have been  inspired by my research to create a campaign. As usual I did a small mindmap gathering my ideas together:

Adverts

This is one of a few adverts I researched that Nike have done. I was interested to know if Nike have always promoted their products the way they do. Turns out they have and the only thing I found that has changed were the designs that have gotten more complex, and the way they edit their adverts for e.g.  they would have added effects now, colours would be a lot brighter as you can see from the transition below. I found what has still remained the same is not necessarily the layout, but the content that has not changed, which is understandable as it is crucial fro the brand image to remain the same. I really enjoyed researching this as it was interesting to find out if their adverts have always been similar to one another. If I were to create a campaign or advert for my final outcome for Nike, I would have to bear in mind that layout is pretty simple and content should roughly be same.

 1987

 1992

2014

Make Yourself Campaign 2010

I am thoroughly enjoying researching Nike, I have come across The Make Yourself campaign which is one of a few campaigns that I done researched. The movement was to inspire and motivate women everywhere to achieve their goals and become the best versions of themselves. They did this by creating a look book as well as using inspirational quotes on these pictures. I've noticed that most of Nike's campaigns are very inspirational and do include some quotes. They also use famous sportspeople to be their model for their campaign. This is a great way to gain market share as it will attract sports fan and raise awareness of the brand. It has given me an idea for my final outcome to create an inspirational campaign also.

Whilst in Niketown....

So whilst we were looking around in Niketown, we thought it would be a good idea to style a friend in a few selected Nike garments and mix and match. This was really fun and also interesting to see the different types of looks you can create with selected pieces.

Nike

The Nike campaigns in LilyWhites and Niketown really caught my eye. This really inspired me to research Nike in more detail and really look into their campaigns etc. Since most of Nike's income is from their footwear market, it allows them to develop their products by continuously innovating. However, it creates high expectations from their adverts to be as equally as good. I have also noticed in Niketown, they take advantage of technology to promote their brand and products. I really liked the concept of using technology for e.g. as I feel it really attracts their target market being young active people who enjoy high quality sporting goods. As you can see below, they have a service that allows their customers to literally design their own shoe. This most definitely satisfies customers who want that perfect trainer.

Sportswear - My 5th trip to LilyWhites, Niketown, Adidas and Selfridges

I'm not too sure if it would be classed as a trip but we were all briefed to visit a few shops today and in particular Lilly Whites, Selfridges, Adidas and Niketown. We were all told to look out for brand logo's, detailing on garments etc. Especially for promotions students we had to look out for the way brands promote their products, look at vm, shop windows etc. I have a university interview coming up and am needed to research thoroughly into a brand and therefore this project would be perfect for my portfolio. I took a LOT of pictures today and feel my research is fairly strong however, I am excited to learn more about campaigns and the way brands promote their brand as well as their products.

Below are a few pictures; rest in sketchbook:

So in terms of brand logo and detailing, I've found that they are all unique in their own way and have a distinct feature that sets them apart from their competitors.

When I was in Adidas I spotted the collaboration between Stella Mccartney with Adidas. I enjoyed seeing what she designed for Adidas, I realised that a combination of fashion and sport is synergistic in terms of reaching a greater market share.

I saw a couple advertisements and in particular; USA PRO. It was interesting to see how sport brands promote their brand as well as their products and what kinds of things are included onto their advertisement. As usual their logo would be visible, a catchphrase if they have one, a contact info e.g. website and usually a famous sports person and if not, then someone who is in good shape to inspire the customer.

As you can see below is a shop window of a sports shop. Typically all mannequins are men. In terms of colour - blue, black and white, masculine colours. Clothing is very loose and puffy jackets are worn. Backdrop is plain white and props are not used.