scott phillips - scott michael phillips
Transcription
scott phillips - scott michael phillips
+ SCOTT PHILLIPS SCOTT@SCOTTMICHAELPHILLIPS.COM 503.481.4467 BOOK Columbia Sportswear How do you reach out to both mass and enthusiast in the same campaign? With a proprietary delivery system: the inscrutable Chairwoman, Gert Boyle. The octogenarian grandma who runs Columbia becomes the personification of all the brand’s attributes. Her feisty posture speaks to performance, toughness, and durability. Her irreverence speaks to her outsider status. And the humor gives just a hint at down-to-earth affordability. TV describes the relationship between Gert and how she tests the quality of Columbia products on her obliging son (and CEO) Tim Boyle. Print focuses on individual products, which are presented through the humorous and irreverent brand voice. Print is further integrated with the TV campaign though Gert’s “Tested Tough” seal of approval. DART :30 SFX - Office sounds Open on Gert walking down the hallway holding something and looking for someone. SUPER: Gert Boyle Chairman We see Tim pointing at a chart and talking business talk. She walks up to a conference room, sees Tim, and reaches for the thing by her side. It’s a blow-gun. She puffs up her cheeks. TIM: …5 key words…remember…as we continue with our output. Columbia Sportswear Cut to Tim getting plugged with a big red tranquilizer dart. He stands stunned and then drops to the floor. SUPER: Tim Boyle President Cut to Tim in the middle of frozen nowhere, he is now wearing a parka and cold weather gear. We get in closer and see that he is quite groggy and has a note pinned to his chest that says, “you are here”. A helicopter passes overhead. We see Gert at the controls. She turns right and flies off into the distance. Cut to product shot of Titanium parka. TITLE: Tested Tough. LOGO: Columbia, columbia.com MIXER :30 Open on profile shot of a cement truck. It’s parked behind a nondescript looking big building. The mixer drum is turning. SFX: Odd, random sounds, such as loud clunks, metallic clangs, abrasive scratching, a snarling animal, metal-on-metal banging, etc. Cut to cu of a gloved hand pulling a large lever. Suddenly, things start discharging from the mixer and sliding down the chute: Columbia Sportswear A live porcupine, a potted barrel cactus, cinder blocks, an alligator, some large rocks, nails, a chainsaw, a very dazed-looking Tim Boyle, wearing the ROC Pant. Cut to Tim, somewhat peeved, dusting himself off. SUPER: Tim Boyle, President Cut to a wider shot to reveal Gert at the controls. She pulls a different lever to stop the flow from the truck. SUPER: Gert Boyle, Chairman Cut to ROC Pant product shot. Title: Tested Tough. LOGO: Columbia, columbia.com Columbia Sportswear �������������� � ������������������������������ ��� ��� ��������� ��� ��������������� ���� ������������� ����������������� ����������� �� �������������� �������������������������������������������������� ��������������������������������������� ������������������������������ ������������������������������������������������� ������������������������ ���������������������������������������������������������� ����������������� ��������������������������������� ������������������������������������� ������������������������� ������������������������������������������������������������ ������������������������������������������������������� �������������� ����������������������������������������� �������������������������������������������� AroMetrics When first opened, most air fresheners release a burst of scent, then quickly fade. AroMetrics launched a new product line to compromise the competition by changing this category expectation. The “burst of scent” insight drove both the strategy and creative. In their first year AroMetrics secured shelf space at numerous national departments stores and retail auto part stores and successfully stole 10% of the market from the top two category leaders. Not bad for a low interest category, in which 81% of purchases are made on impulse. WATERMELON :30 Open on a guy walking out of his house, entering his car and then opening a new watermelon scented air freshener to hang on his mirror. Cut to shot from side of the car that now is suddenly filled with opened watermelons. AroMetrics VO: Air freshener too strong? Cut to hero product with animated adjustability release, followed by color edit to show variety of fragrances. SUPER: AroMetrics™ logo VO: New Metered Release AroMetrics™. For a long-lasting fragrance that’s never out of control. PINE :30 Open on a man walking out of the store, entering his car, opening a new pine scented air freshener, and hanging it on his mirror. Cut to shot from the front of the car that now is suddenly filled with hundreds of pine limbs coming out the sunroof as the guy struggles to free himself. AroMetrics VO: Air freshener too strong? Cut to hero product with animated adjustability release, followed by color edit to show variety of fragrances. SUPER: AroMetrics™ logo VO: New Metered Release AroMetrics™. For a long-lasting fragrance that’s never out of control. AroMetrics Sorel How do you build awareness and generate talk for a small cold weather boot brand with an even smaller budget? Launch a guerrilla outdoor campaign leveraging media placements in cold weather, yet highly visible locations at little to no cost. We hit the slopes of Snow Bird, Utah and captured a captive audience by placing our bright orange “In Case of Emergency” boxes at the beginning and end of the chair lifts. Skiers and snowboarders looked with interest as they waited in line at the bottom of the mountain and as they got off at the top. This was a truly unique, yet not intrusive, placement that fit our strategy perfectly. In addition, many interacted with the boxes. In some cases, people took the boots. Hopefully those bold enough to break the glass wear size nine. Sorel Additional Ideas From time to time great ideas come about that are strategically sound, but don’t always fit in a current campaign. The following ideas presented themselves at a time when they didn’t have a home. Some quick ground work, and solid strategic rational not only helped to find these ideas a home, but also opened the door to additional creative opportunities for the agency. Additional Ideas COLUMBIA SPORTSWEAR. Fishing Shoe Poster. In-store, point of purchase Additional Ideas COLUMBIA SPORTSWEAR. Welcome Mat Poster. In-store, point of purchase Additional Ideas COLUMBIA SPORTSWEAR. Gert Boyle Fan Club website and blog. Launched to coincide with the release of Gert’s autobiography. The site was so below the radar, the client didn’t even know who created it. Contact SCOTT PHILLIPS 503.481.4467 SCOTT@SCOTTMICHAELPHILLIPS.COM