Goal:
Target women in their late 20s to 40s in urban areas by developing a campaign that focuses on self-care and caters to this active audience.
BUT stay away from the buzzword “self-care” & come up with a creative way to get these women to buy the Bravada 2.
Merrell
Bravada 2
MERRELL
Every day we are told to take thousands of steps. Whether you're rushing to your 8-5 desk job, chasing after your kids because they forget their lunch or making dinner for your roommates – stop and think. What if your entire life you’ve never taken a step for yourself?
Are you willing to fit under the label of: Codependent? Unoriginal? Follower?
When you spend so much time thinking for others, you forget what it’s like to think for yourself. Quit living in someone else's shoes; it's time to put your own on.
Start with 15 minutes outside… Be alone with your thoughts and let them guide you. What have you not had time to think about? What are your dreams? Your aspirations? The first step out the door can be the most difficult, but it's the most freeing. Be selfish. And do it unapologetically.
Take one step for you.
Self care means being real with yourself.
Out of Home:
Activation:
Walk Where Your Mind Roams: In Central Park
A 15 minute walk in Central Park will be sponsored by Merrell to push the idea that with just 15 minutes you can clear your mind and think about yourself and your goals.
The start of the event will have Spotify codes to scan to listen to either a 15 minute podcast or playlist for your walk.
At the end there will be a giant chalk wall where everyone can write what they learned about themselves or thought about on their 15 minute walk with Merrell.
The chalkboard will be shared on social.
Print & Social:
