DESIGNER

William Traynor

PROFILE/DESCRIPTION

​Company—OAC (Outdoor Adventure Co.) is a mid-size outdoor recreation company based along the west coast of the US and Canada. It is focused on making an in-store experience as easy and informative as possible, which it does by hiring employees who spend lots of time using the equipment in nature. OAC's mission is to make it easy for people to get outside and have fun there, because it recognizes it's not always easy to leave home or the city. The campaign will feature 2-panel posters with people (stick figures?) in a situation that makes them feel unnecessarily stressed or unhappy, and the other panel doing something fun outdoors. At the division of the panels will be the question, "NO PLACE YOU'D RATHER BE?" Target zip code: 98109; Queen Anne neighborhood of Seattle, WA. Mostly young, single people living by themselves, who have some disposable income, many of whom like backpacking or skiing/snowboarding. Brand advantages: Good service, nonprofit Brand attributes: Friendly, experienced, relatable Brand experience: Easy, informative, low-pressure

GOALS

This campaign is supposed to make people question whether they're spending their time in a way that makes them happy.