The purpose of this project was to make an advertising campaign for Hurley that would make sense in the Midwest region for my Advertising Creative Concepts class. In previous classes, I worked with this brand also, researching its parent brand, Nike, and its popularity among teens. This research lead to my decision to make, "Let them follow in your wake," the tagline for Hurley.

 

Hurely is well known around the coast, and this project tries to bring the same vibe inland in a realistic way. Bringing the brand through a major retailer that already sells it, such as Macy's, makes sense. In order to make a campaign that would work for both Macy's and Hurley, I had to combine to very different advertising styles. This campaign is very promotion-heavy, using TV and in-store flyers to draw attention to sales, which is consistent with Macy's adversiting. However, running through the summer months, building brand specific in-store displays, and utilizing more targeted magazine ads, Hurely's beachy brand image still flows through.

 

Below are a few pieces from this campaign.

 

In-store flyer for the ever-popular Macy's One Day Sale. Of course, during these events, the entire store has great deals, but Hurley is the focus of this summertime sale.

This is a more targeted ad that would run in a teen and/or younger adult fashion magazine. The focus here is more on Hurley's brand image than the great deal that you could get at Macy's. However, we are still promoting sales through Macy's, both in-store and online, instead of directing the audience to Hurley.com.

This is an in-store display for Macy's to be put in the designated area for the brand. It would be a fixture in the store year-round, not just during the One Day Sale.

The is the TV spot for the campaign. It is consistent with Macy's One Day Sale advertising, and has a major focus on Hurley.