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Adam Panetta // Planner

Rob Sabalvaro // Copywriter

Paula Waltrick // Planner

Drew Shook // Art Director


WELCOME \\ The Brand \\ The Research \\ Opportunity \\ Objective \\ People \\ Insight \\ SMP \\ Creative

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LET’S GET BACK TO THE BASICS. terça-feira, 23 de outubro de 12


THE BRAND \\ Minimalism \\ Design to imitate being barefoot

While other athletic shoe brands attempt to shape the norms ... ... Vibram molds to what is natural for the user.

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...But it feels unnatural to go natural

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Because of this...

When people want to immerse themselves in nature, they bring their non-essential accessories with them.

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They are building a shield, a force ďŹ eld, that puts them in their own world and blocks out the real outdoor experience.

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They don’t know the turns of the path because of the weird moss on that one tree, they know it because of the GPS on their smartphone.

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X Vibram is the opposite.

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PROBLEM + OPPORTUNITY

\\ The problem is with the audience’s perception of the outdoor experience. \\ We have to redefine the outdoor experience.

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OBJECTIVE

\\ Bring the audience back to their natural selves by being connected to their surroundings, not blocking them out.

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AUDIENCE \\ Psychographics \\ These are the outdoorsy, everyday athletes that are young at heart. \\ These people have full access to the world around them, but want to reject technology when they are experiencing the outdoors.

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INSIGHT \\ Most running technology (iPods, water-proof clothes, GPS) is designed to cushion our outdoor senses. These people desire an anticushiony technology. \\ Our audience wants to break the bubble. \\ They want to get back to the basics when experiencing the outdoors.

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WHY BREAK THE BUBBLE?

When you are connected to the Earth you feel healthier, happier and more in tune with your body.

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SMP

Vibram let’s you feel your surroundings.

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CREATIVE

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PRINT

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TV STORYBOARD

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It’s Monday. And this is a medium-build boulder. It sits in the middle of a running trail, and every morning it watches a routine runner pass right by.

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The boulder is sad from a lack of love (contact). Coincidentally, it rains that evening.

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The next morning, the path is blocked o by a huge puddle of rain.

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The routine runner is forced to leap onto the boulder to get over the huge puddle. When the Vibram-shoed foot and the boulder come into contact, both are confounded by the “feeling” -- that spark.

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The following Wednesday, Thursday, and Friday are all dry days, yet the runner never fails to put a foot on the boulder. It just physically felt right for the runner to not. (SUPER) “Every time is like a first kiss.” terça-feira, 23 de outubro de 12


LOVE YOU SOME EARTH

Title Card

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SOCIAL

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THANK YOU Q&A

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Vibram Five Fingers Presentation  

The Presentation my team put together as part of the Miami Ad School.

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