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You don't need much to start
The brief asked us to choose a brand of our choice and analyze different aspects of the brands personality, tone of language, segmentation, target group, persona, positioning, drivers, and deterrents and then create an advertisement campaign to cater to the brand and it's audience
Project Type: Academic Project
Mentors: Aarti Oberoi, Manisha Pritilaya
Duration: 4 weeks
I came up with a series of visuals to support my concept for the campaign, which was "you don't need much to start" not even Nike. The idea behind this was that I wanted to target the potential Nike users who would end up buying Nike products in the future, out of a sheer need for activewear once they start playing regularly
Through my research I found out that Nike was already targeting all kinds of age groups, hence an advertisement campaign for people (of all ages and genders) who aren't active yet seemed like a fresh approach. By motivating them to start being active, my campaign banks on Nike's tagline "Just Do It" which has a history of motivating people (even non consumers) to start being active
Animatic for a WIP motion representation of the illustration above this
Process
My process involved creating 5 directions as concept cards. The first route was "Dare Mighty Things" which recoganised Nike's inspirational brand language and wanted to envoke the feeling in the consumers that if they have a Nike product- they will have the power to do "mighty" things. Whatever their definition of mighty is
Second Route: 4 pm in housing colonies across the northern region of our country is well known as the playing time amongst kids. They usually come back from school around 3 PM, an hour later, as a ritual, they all meet and play. I wanted to switch things around and thought what if our grandparents did this? I targetted the audience between 65-75 years of age
Third Route: A studious child's notebook full of tick-marks slowly transforms into a field and the nike logo comes in the form of a teacher's tick mark coverting into the actual swoosh logo
Fourth Route: A workcoholic's posture is ruined due to her heavy workload and uncomfortable working environment, so much so that her body gets frozen in the same bad posture forever until they start working out
Fifth Route: Also the final selected one, communicating that you don't even need nike to start. Aiming at a lifestyle change therby making the need for a nike product in the potential customer's life
Stock Image
TARIKA JAIN PORTFOLIO 2023
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