T HE BOO K OF
CALVIN
THE STORY OF HIM AND HIS LIFE’S WORK
PROLOGUE
CHAPTER 1: PJ’s Pets
T A B L E OF
CONTENTS
3
CHAPTER 2: Bourbon & Branch
17
CHAPTER 3: City Harvest
41
CHAPTER 4: Incase
47
CHAPTER 5: Nike
64
EPILOGUE
CHAPTER T HE S T O R Y OF
ONE
PJ’S PETS
PJ’s Pets is a Canadian owned big box pet store that sells pets and pet supplies.
However, because of their bad track record of selling pets from animal mills, pet owners see PJ’s as a company that does not care for pets and avoid the store.
As a result, PJ’s Pets is suffering from this backlash and is being pushed out by competitors such as Petsmart.
What if PJ’s takes this opportunity to stop selling pets and also change the way people buy them?
TH
IDE
HE
EA
Nobody wants to go to Craigslist or a retail store to find their pet. Everyone wants to find a breeder, but not everyone knows a good one. PJ’s Pet Support is an app that creates a network for “to-be” pet owners and to easily research, find and contact reputable breeders or adoption centers.
THE
APP
The app displays a collection of breeders and adoption centers with profiles, ratings and reviews written by their customers. HOW IT
WORKS The user simply chooses what type of pet they are looking for and a list of available breeder’s profiles with their contact information will be shown.
T
WE
For those without a smartphone, PJ’s Pet Support can be accessed as an app on Facebook or on PJ Pet’s website. HE
EB
There, users and breeders can build a relationship through talking and sharing photos. People can also find research material and info to help prepare them to be a responsible pet owner on PJ’s Pet Support.
Essentially, PJ’s Pet Support changes the way people make pet purchases by integrating with social networks; making the progress of searching and learning about pets much less intimidating and less stressful.
But most importantly, PJ’s Pets breeds and becomes a part of a community that truly cares about a pet’s well being from beginning to end, creating a world with happier pets and happier people.
CHAPTER T HE S T O R Y OF
BOURBON & BRANCH
T W O A PARTNERED PROJECT WITH L AURIE FLEMING
JEAN MERRICK
ROSA SHZ
The objective is to market a cocktail promotion between Bourbon & Branch (a modern speakeasy), Cask (a liquor store owned by B&B) and Williams-Sonoma, all located in San Fransico.
The promotion is a contest to craft a unique cocktail that captures the era of prohibition and speakeasies; the winner will have their drink featured.
But the problem is creating a single communications campaign using three different brands. They each have their own message and individual targets.
How do we extend the brand experience of these three brands in this promotion without alienating their current customers?
T
ID
Cloak & Dagger is a travelling speakeasy created by the three participating brands. Shrouded in a narrative of mystery and exclusivity, Cloak & Dagger attracts the most elite of the foodie culture and those who seek HE
EA
the perfect experience with their food and drink. The contest to become the Big Cheese is woven within the narrative of Cloak & Dagger; those with a refined taste or a thirst for adventure can surely find their way into the travelling speakeasy and be transported back to a time of perfected cocktails and speakeasies.
THE
PUBLISHED IN ONE CLUB MAGAZINE ISSUE 14-3
THE
NEWSPAPER
Print posters for in-store displays, malls THE
and food districts around San Francisco to create intrigue and mystery around Cloak & Dagger.
Newspaper “advertorials” issued over the contest THE
NEWSPAPER
period within San Franisco Chronicle’s food and entertainment section to tell Cloak & Dagger’s narrative and create an air of mystery around the Big Cheese contest.
TH
GUERR
Coasters with a secret message are used in-store within Bourbon & Branch Speakeasy and Cask.
HE
RILLA
Customers simply have to whisper the secret message to their server or bartender to receive an invite into Cloak & Dagger.
TH
DIRECT
The direct mail is handed out to those in the food and drink industry and those who discover Cloak & Dagger through multiple ways in-store.
HE
T MAIL
The invite outlines the contest details and begins a contestant’s quest to become Cloak & Dagger’s next Big Cheese.
TH
WE
HE
EB
TH
WE
HE
EB
The webpage is password protected and can be only accessed by those who showed their worth and received an invite to Cloak & Dagger. Behind the doors they can find information about the speakeasy, learn contest details, as well as purchase exclusive barware, liquors and find recipes.
By staying true the era of speakeasies and providing exclusivity, Cloak & Dagger does not alienate the customers of Bourbon & Branch, Cask and Williams-Sonoma by diluting their brand experiences. Instead, Cloak & Dagger extends the three brands by creating an even more tailored feel to cater to their customers seeking for the absolute perfect experience with their food and drink.
After the promotional period ends, the brands have many opportunities
!
to continue using Cloak & Dagger to throw secret parties as a travelling speakeasy and create recipe books, barware and perfect the refined experience of cocktail drinking.
CHAPTER T HE S T O R Y OF
THREE CITY HARVEST
A PARTNERED PROJECT WITH LAURIE FLEMING
JESSICA WONG
CECILIA CHEN
City Harvest is a food rescue organization in New York City that transports food that would otherwise go to waste to the 1.5 million hungry New Yorkers that need it.
Like many non-profit organizations, they have trouble connecting with the people that provide them with donations and help. Plus, trying to catch the attentionof New Yorkers makes it even more of a challenge.
What if we can make it easier for New Yorkers to donate and reach the goal of feeding 1.5 million hungry New Yorkers and also tap into their New York pride?
THE
CASE STUDY
VISIT VIMEO.COM/26235408 TO VIEW
CITY
HARVEST
CHAPTER T HE S T O R Y OF
INCASE
FOUR A PARTNERED PROJECT WITH LAURIE FLEMING
Incase is a case and carry company known for its minimal design and protective cases for Apple devices.
But the problem is just that, Incase is simply a case and carry company is only known for its minimal design.
But with an Incase, no drops, spills or slips will ruin a moment. There will be no missed photo opportunities, no missed calls, no missed moments.
How do we show people that Incase protects their devices so they can be prepared, for anything?
THE
IDE
Incase Sightings is a mobile game application that puts players in extraordinary situations where they see creatures like the Sasquatch, Nessie and Unicorn at various locations.
A Players never know when their phone will reveal a creature at a location, so they are reminded to always be prepared for the unexpected and protect their device.
THE
APP
The app uses the technology of augmented reality and geo-location of a mobile device to create the creature sighting. Sightings is like a scavenger hunt. The objective of the HOW IT
WORKS
game is to find the creature at designated locations and document it. Players do so by keeping it on their screen for as long as possible. When the creature is out of the screen for too long, it attacks. The screen then cracks, simulating a drop or breaking of the phone. In the end, the player is rewarded with a promotion for their efforts.
FIND A
SIGHTING
Finding a Sighting is simple. Incase will give hints and report locations of Sightings on their Facebook, Twitter and blog.
!
And when the player is in the right spot, their device will prompt them with a notification of the Sighting.
e h t r o f P re p a re THE
E R A P E PR
for th
e
UN
C E P EX
TED
UN EX
P EC
TE D
A re yo u
PREP
for the
Sightings posters live outdoor to
ARED
UNEX
create interest and allow people to download the app through a QR code.
! PECT
ED
The campaign also provides Incase with an opportunity to extend their brand through collaborations with other franchaises such as Angry Birds by creating promotional Sightings and themed products with them.
Incase Sightings creates a fun and engaging way to show people that protecting their device is important --because you never know when the unexpected will happen.
And with that, Incase makes itself more than just a case and carry brand; it becomes a brand that prepares you for anything, so that you will never miss a beat.
CHAPTER T HE S T O R Y OF
NIKE
FIVE
THE
CASE STUDY
VISIT VIMEO.COM/26271032 TO VIEW