Professional Documents
Culture Documents
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words First: the things you could strive to be by
Things to strive to be Feelings in your underwear We conducted a voting process with 8 people in
their underwear.
Genuine Spontaneous
Empowered Relaxed
Informed Centered
FUTURA MEDIUM
Georgia Italic Bold
Georgia
PRODUCT
OPTION ONE: OPTION THREE: OPTION THREE:
Solid Pattern Mission
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We realized that the tag is an integral way to showcase a different aspect of the underwear. Since we believe that the solid
underwear is the strongest, we wanted to use the tag as a means to personify the product. We did so by creating an iconography the
system that expresses when the product was created, by whom, and where. When read, it should say “Date of Birth, Made by tag
Frantz, with love from Haiti.” For productivity cycles, these tags can have just a month instead of a full-date, they can can have
the name of the factory instead of the persons name, or even the name of a department or sub-group within the assembly line.
PACKAGING
OPTION ONE:
Cardboard
Aa front
inside
the
stitch
The disposal carboard material has a top layer of vellum on the front with lettering that can come together to
create modular text at the Point of Purchase. The cardboard opens to provide information on TRU2U’s
mission and their work with Verité and will be discovered once the package is taken home.
PACKAGING
OPTION TWO:
Puzzle
ambitious
rebelious
creepy
the
window
Using a packaging mechanism based on the location where these products will be sold, the box concept allows
the underwear to sit on shelves as opposed to being hung, something that is limited in a college bookstore.
Each package will have an entire set of underwear with multiple pairs, acting as a beginners guide to
underwear
CAMPAIGN CONTEXT_
TRU2U underwear is unique. It has a purpose, it has a reason to be noticed. Be-
sides its sustainable marketing, TRU2U also is the first to have color only present on
the inside of the underwear. The outside being black. This puts TRU2U in a cat-
egory of its own. Rendering every other underwear brand, the same. Illustrating the
underwear’s unique physical characteristics in the advertising campaign only makes
sense…
Cristo and Jean-Claude, two artists who managed to make something more impor-
tant just by covering it with cloth - They lead the way and give us examples on how
to make our work even better..
We are doing something very similar. We not only cover our subjects, we shed light
on them. In a way, the maker is shedding light/color on the consumer/wearer.
You cant know what color underwear another person is wearing unless they tell you
or they show you. By pulling, pealing, or folding the fabric to reveal its light reflect-
ing color. This is exactly what makes up the advertising campaign.
The campaign is meant to shed light on the individual. Making it more relevant and
more authentic. This is an important characteristic that will follow through in the ad-
vertising. By launching the campaign at a college campus, we can be more specific
in our messaging in different campus locations.
Paid media A retail audit of the campus will be done to better understand student traffic flow and
appropriate messaging locations. If there are specific buildings for each ‘majors’
LEADER: Michael Simon
TEAM MEMBERS: Ben Kjos subject, we can have messaging related to that topic/environment.
Ben Rummel
Caitlin Nolan
Katie Bode “everything has a subject worth shedding light on”
Frenziska Feneberg
MEDIA_
1_ Bus stops 1_ 1/2 town lights off... 1_ Color monolith... 1_ hidden peel away die cut
2_ Billboards 2_ book covers in library 2_ Solar light bright...
3_ Buildings 3_ TRU color photo booth
4_ Busses
5_ Posters
6_ Flyers
PHOTO/
COLLAGE
INTRODUCING
asperati repelit et ut voluptatias estion re consed moditat emporio nsequi
quate alique adionsequi occatiis ad quam et que maximet ad quos sapidis
lkaks;f salki nejwijis klajskldjf ui hvio kjklsjd ;a ioutiou.
W W W. T R U 2 U . C O M
PHOTO/
COLLAGE
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liljthhelsl little
jhsing glthio?