PATAGONIA NANO PUFF:
The new vehicle to drive home the new position we wanted the brand to have. Patagonia is no longer just something you can wear, but a place you can escape to.
THE BIG IDEA:
Escape the every-day with your Patagonia Nano Puff jacket.
TARGET AUDIENCE:
They are environmentally conscious. Active outdoors men, who are primarily focused on their latest venture, not fashion. They seek quality, durability and innovation in what they buy. They are socially responsible, active and self-reliant. Nature lovers. Risk taking, adrenaline junky, athletic, sporty. They are passionate about earth and respecting it. They challenge themselves. Thrill riders. Preppy. Extremist people.
PSYCHOGRAPHIC:
Michael is 27 years old. He went to college in North Carolina, and studied political science. He is currently working in a bike shop, looking for a job that has to do with his career. He gets money from his dad, who is a lawyer. He grew up around mountains in Colorado. He goes fishing in his free time, as well as parties. He admires the outdoors.
01: TEASER TRAILERS
"WHAT IS YOUR PATAGONIA" Teaser Trailers
"WHAT IS YOUR PATAGONIA" Teaser Trailers
02: PRINT
"WHAT IS YOUR PATAGONIA" Print Campaign
The print ad portion of the campaign acted in aiding the teaser trailers what would be aired. These two components would be released at the same time.
03: MICROSITE
04: DIRECT MAIL
05: APPLICATION
