CREATIVE CONCEPTS

Let's get it right from the START.

CONCEPTS THAT MAKE YOUR BRAND A PART OF YOUR CUSTOMER'S CULTURE.

(1) Concept: "Life is A Ride" Campaign Theme & T-SHIRTS  | Implied Message(s): Adventure; roll with it. |  Challenge(s) Solved: create something to

generate revenue while simultaneously spreading brand awareness and positioning brand in alignment with 20-30 year old men.

(2) Concept: "Ski & Ride Spirit" TATTOOS & T-SHRITS  | Implied Message(s): Copper is of you, be yourself here. |  Challenge(s) Solved: create some-

thing to generate revenue while simultaneously spreading brand awareness and positioning brand in alignment with 20-30 year old men.

(3) Concept: "You DESERVE A Snow Day" CAMPAIGN THEME DEVELOPMENT  | Implied Message(s): Come where it's about you to play in the snow like a kid again. |  Challenge(s) Solved: create theme that replaces "Free Your Mountain" and ties into promotion developed by Wexley School for Girls.  Taking a gem within a one-off tactic and developing it into a campaign theme/tagline running to this very day:  BRAWNSKY's very own Don D.

(4) Concept: "McMillan Sales: SOLUTIONS" T-SHIRTS, HOODIES & WEBSITE/DIGITAL MARKETING ICONS  | Implied Message(s): STAFF [subliminal] - "Be solution minded"; Customer - McMillan Sales "just solves [whatever the challenge] for you." |  Challenge(s) Solved: CAME FROM BRAWNSKY-DEVELOPED CUSTOMER SURVEY, in which indicated customer choose supplier based on rep "just solving whatever comes up, and getting [the product] to me."

(5) Concept: "Happy Nuts R Us: Happyness Makers" BRAND IDENTITY/BUSINESS CARDS"  | Implied Message(s): STAFF: Keep creating a "happy" experience top of mind during customer interactions." CUSTOMER: From the product itself to the odering process, from the packaging presentation to the billing process, you'll be happy with Happy Nuts R Us.   |  Challenge(s) Solved: CAME Execute fun, lighthearted "Happy" theme in the format of a typically-serious format of a business card, while being very serious about customer service and satisfaction.

(6) Concept: "The American Institute of Architects Denver Convention " PR/NEWS MEDIA PRESS KITS | Implied Message(s): "Come check out the creative, colorful designs & innovative architecture on the horizon [at the AIA Convention.]"   |  Challenge(s) Solved: One of the first things you learn in PR is that the media LOVE to through press kits in the trash (in the case of email, "DELETE, UNREAD."  Our founder and creative director, then still in the Public Relations specialty at one of Colorado's oldest integrated ad shops, wanted to create press kits that (1) GET NOTICED by the TV News Assignment Editors, Morning Producers, Business News Radio and Print & Online Local News columnists; and (2) communicate the innovation and creativity that the comprises the member of the American Institute of Architects.  Result? The client's convention was extensively covered pre-, during, and after the event, including every local TV station and every major local paper at the time.

(7) Concept: "Castrol Syntec OUTPERFORMS [Conventional Oil in Stop-and-Go Traffic" CAMPAIGN THEME/GUERILLA+SOCIAL EXECUTION | Implied Message(s): "Castrol Outperforms!" |  Challenge(s) Solved: The mission was to come up with a PR/publicity campaign that supported the efforts of a national advertising campaign to re-launch Castrol's synthetic oil line, Castrol Syntec. The catch? Three weeks to plan and execute! What communicates "OUT PERFORMING IN STOP-AND-GO TRAFFIC?" Improv actresses OUT, PEFORMING engaging passers-by in Times Square (with their games tying back to the campaign's key messages)...and a little promotion Don negotiated with the New York Taxi & Limousine Association. The "Castrol Key to the Cash" was hidden in a randomly-selected NYC taxi. In addition to a prize for the passenger, the driver received an $8000.00 tip. Not a ton of budget, but more than the standard tip. We received coverage on all NYC local tv affliates, and got our improv actresses, their branded costumes and - again - our key message - "..just OUT PEFORMING..." on The Today Show.

(8) Concept: "Hitchhiking Snowmen" GUERILLA + NEWS MEDIA + SOCIAL | Implied Message(s): "The greatest authority on both snow AND fun, snowmen, choose Copper Mountain Resort" |  Challenge(s) Solved: Captured mindshare - and more importantly marketshare - of the "Destination-Day Vistors," or tourists who've booked accomodations in Summit County but not yet commited to which resorts they will will actually purchase SKI/RIDE lift tickets. We planted 30 snowmen, each sculpted by a local artist and with sign written as if attempting to get a lift to Copper Mountain Resort, between Denver International Airport (including along Pena Blvd) and all along the shoulder and exits of I-70 to Copper's exit (e.g. "Feelin' Alive @ Exit 195"). Each with a mention of a teaser micro-website (aka microsite), "FreeYourMountain.com," made special just for the campaign. The results? We secured on-air coverage on 9 News, their website, facebook, instagram, national snow sports blogs, and THE PHONES RINGING OFF THE HOOK WITH NEW CUSTOMERS asking for lift ticket, snowcat skiing, parking and other information. THAT'S what happens when you think conceptually and focus on CONTENT instead of beginning tactically (avoid agencies that position social media as a strategy).

SHIRTS/UNIFORMS

[Colorado Bikesmith]

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