Print Ads
REI Spec Print Ad
The Vision
By putting myself in the hiking boots of novice explorers who are intimidated by the outdoors, I wondered, “How can they get goin’ if they don’t even know what they need?”
The vision was to create a spec series for REI that makes venturing outdoors aspirational, yet accessible, because REI is where you can get “the gear that gets you going.”
The Strategy
The deliverable is a 5-ad series for a holiday print campaign. The target audience is REI’s demographic of 25-34 year old consumers, loyal and new, with the goal being to grow the company’s sales.
For the ad to feel inviting, and to present how simple getting gear can be, I chose to use all lower case letters for the headline and second headline. It engages customers, no matter their level of experience or ability.
Each piece also shares the same headline, “imagine what’s possible”, followed by “then go VERB it” to show a variety of possibilities, ranging from easy to challenging. The copy urges the consumer to get out of their comfort zone, stop over-thinking, and just go for it!
The call-to-action, “Venture in store for the gear that gets you going.”, highlights that REI takes the guesswork out of becoming "outdoorsy". Everything the consumer imagines they need is available in one location, making “getting going” simple and convenient.
Bloomingdale’s Spec Print Ad
The Vision
Women often refrain from buying an expensive item because they think they won’t have an occasion to use it. Or worse, they don’t want to spend on themselves.
The vision for this perfume ad for Bloomingdale’s is to remind the consumer that indulging in a little luxury doesn’t require a special occasion.
Feeling good is priceless. Life IS the occasion we’re celebrating.
The Strategy
Eighty percent of Bloomindale’s target audience is made up of women. About 50% of those women are between the ages 50-79, with 45% having children. This ad targets those women, especially mothers, who don’t splurge on themselves.
The eye-catching headline, “Life is the Occasion” answers the question in the consumer’s head, “when would I even use this?” The second headline, “Celebrate with a gift for the senses” communicates that this item is a gift for the self, more than anything— a present for the present day. It is an experience worth the price tag.