CAMPAIGN BOOK F2013 KELLY BUCKLEY
TABLE OF CONTENTS 3 5 7 9 11
BRAND DISSECTION THUMBNAILS CREATIVE BRIEF CAMPAIGN MEDIA PLAN
BRAND DISSECTION Leatherman Tool Groupâ€™s story begins in 1983, Portland, OR. Since their debut, they have been dedicated to the quality craftsmanship that goes into each tool. They pride themselves on their history and local beginnings. What I am suggesting is Leatherman look at their roots and history. There is a rich, interesting story that can and should be elaborated on to give Leatherman an edge over the competitors. I want Leatherman to own the Oregon sector and attract the pioneering spirit of Oregon farmers, lumberjacks, fisherman and mountaineers. The Oregon spirit can be defined through the stories of local Oregonians who use and trust Leatherman to get the job done. The campaignâ€™s goal is to ignite a sense of pride and do-it yourself attitude for that special type of Oregon outdoorsman.
I believe that there is a niche group that has yet to be tapped into and presented in a way that is appealing to Oregonians. I believe one powerful tool in doing so is being able to tell a story that can be connected to and relatable. Oregon prides itself for the same reasons America does; we are founded on an unstoppable pioneering spirit that people need to be reminded of and feel again. Leatherman needs Oregonians to recognize the emergence of their new multi tool without associating it with an outdated brand. Leatherman needs an original story.
CREATIVE BRIEF What I am suggesting is Leatherman re-define “craft” for a demographic that may not be so inclined to buy a Leatherman. Fashion design is a craft that Leatherman can be part of. Leatherman multitools, shear, cut and transform clothing for the outdoor adventurist who needs to make a sweatband out of his t-shirt, but also the girl who wants to cut her white tee into a fashionable tank. D.I.Y crafts support Leatherman’s statement as a brand, while giving unlikely consumers a way to actively participate with Leatherman multi-tools. These unlikely consumers are women ages 16-27, who dig fashion, love Instagram, keep up with current trends, and are apt to look up D.I.Y fashion blogs and YouTube videos. This unlikely consumer may not think to use a Leatherman multitool for their crafting;as of now, they use scissors and sewing tools found
in grandma’s sewing basket. Let’s give these women an edge and a place in Leatherman’s toolbox. Leatherman never goes out of season. After sorting through creative insight, I decided to stick with the original black, gray, yellow color scheme and create simplistic, straightforward D.I.Y print ads. The non traditional pieces and social pieces work together. I envision banners and mall kiosk ads across various shooping outlets across America. There would be a D.I.Y booth dedicated to Leatherman where people can interact with various tools and create something original out of a plain white tee. Creations are photographed and posted to Instagram using #pocketfashion, so others can see and post their own Leatherman fashion creations. The picture with the most likes will recieve a Leatherman pocket tool of their choice. The goal is to attract a different audience to Leatherman by showcasing a non-traditional use of the pocket knife.
Your sewing machine might get jealous.
Look your sharpest.
CUT HERE CUT HERE
SOCIAL BANNER AD
For every season. @leatherman #pocketfashion
#pocketfashion #pocketfashion #pocketfashion
MEDIA PLAN JAN FEB MAR APR MAY JUN JLY AUG SEP OCT NOV DEC
TRADITIONAL NON TRADITIONAL SOCIAL
FOR EVERY SEASON. 12