A CAMPAIGN BOOK BY: BRANDT HAMILTON
TABLE OF CONTENTS 3
THE BRIEF
4
MOOD BOARD
5
SWOT ANALYSIS
6
INSPIRATIONS
7-8 9-10
DIGITAL AND PRINT DEMO SAMPLES
THE BRIEF IDENTITY
WHO USES
From the iPhone, to Dion Sanders, to the Dorito’s Locos Taco, it’s clear that American’s love things that can accomplish multiple tasks. Leatherman is a multi-purpose tool company that embodies this rich American tradition. Created in 1983 in Portland, Oregon, Leatherman’s multi-purpose tool has customers as varied as its uses. According to the website, Leatherman tools can be potentially used for “Extreme Sports, Do It Yourself Projects, Outdoors, and Emergencies.” 3YXHSSVWQER 4EGM½G 2SVXL[IWXIVR (EHW ERH %TSGEP]TWI 4VIHMGXIVW EPVIEH] YWI Leatherman and love it for it’s reconstructive capabilities. Though I cannot say with GIVXEMRX] - [SYPH IWXMQEXI XLEX SJ EPP JYRGXMSREP ¾ERRIP [IEVIVW XLSWI [LS [IEV ¾ERRIPW JSV [EVQXL VEXLIV XLER TEXXIVRW LEZI E 0IEXLIVQER MR XLIMV FEGO pocket right now.
PROBLEM
They have so many POTENTIAL uses, such as extreme sports, but fail to attempt to appeal to those who participate in extreme sports. That’s no better than the way the the As-Seen-On-TV product “The Tortilla Bowl” works as a dessert cake pan. EXPLAIN YOURSELF.
PROPOSAL
Instead of just making the claim that a Leatherman could be used for extreme sports
WTIGM½GEPP] WOEXIFSEVHMRK [I TVSZI MX %RH LS[ FIXXIV XS TVSZI XLEX 0IEXLIVQER is built for skateboarding than literally building an enormous skateable Leatherman tool.
MOOD BOARD LEATHERMAN WOULD BE A SKATEBOARDER LEATHERMAN WOULD BE A DOG PERSON UNLIKE CATS, DOGS ARE EXCITED ABOUT THE WORLD OUTSIDE, AND RARELY SPIT OUT HAIRBALLS. LIKE LEATHERMAN, DOGS ARE READY TO GO EVERYWHERE, AND ARE EXCELLENT AT SAVING CHILDREN FROM WELLS.
SKATERS SEE THE WORLD DIFFERENTLY, AND IT’S NOT JUST BECAUSE OF THEIR VEHEMENT POTT USE. TO THEM, STAIRS, HAND RAILS, AND CURBS FORM THE PERFECT PLAYGROUND. AS WE HAVE LEARNED FROM TONY HAWK’S PRO SKATER,THEY CAN FIND A WAY TO DO WHAT THEY LOVE ANYWHERE.
LEATHERMAN WOULD BE A BIGFOOT ACTIVIST BIG FOOT ACTIVISTS DON’T NEED THINGS LIKE “LOGIC” OR “SCIENCE” TO GET THINGS DONE. BEARDED AND FLANNELED,THEY NEED ONLY THE BEAUTY OF THE GREAT OUTDOORS TO INSPIRE THEIR SEARCH FOR THE UNKNOWN.
LEATHERMAN WOULD BE KOBE BRYANT KOBE BRYANT HAS OVERCOME A TORN ACHILLES,THE BOSTON CELTICS, AND MULTIPLE DIVORCES WITH HIS WIFE VANESSA. THE MAN CAN’T BE STOPPED. ON THE COURT, HE’S VERSATILE WITH FIERCE POST MOVES AND AN UNGUARDABLE TURNAROUND JUMPER.
LEATHERMAN WOULD BE CHARLIE KELLY BECAUSE WILDCARD... BITCHES.
STRENGTHS THE ONLY SKATE SPECIFIC TOOL ON THE MARKET IS THE “T-TOOL.” MUCH LIKE THE LETTER “T,”THE T-TOOL HAS LIMITED USES. LEATHERMAN IS SIGNIFICANTLY MORE VERSATILE AND CAN AID A SKATER BEYOND THEIR BOARD.
WEAKNESSES BASED ON THE LACK OF INFORMATION ON THEIR WEBSITE, WE CAN ASSUME THAT LEATHERMAN DOESN’T ENTIRELY “GET” SKATERS JUST YET... BUT THEN AGAIN WHO DOES? ME. I DO. I SKATED FOR 7 YEARS. HIRE
OPPORTUNITIES
THREATS
THE LEATHERMAN TOOL LOOKS LIKE AN ENORMOUS SKATEABLE OBJECT. FURTHERMORE, LEATHERMAN’S HOME,THE PACIFIC NORTHWEST, IS A HUB OF EXCELLENT SKATE SPOTS AND SMALL MARKET SKATERS DEPRIVED OF BIG NAME SPONSORS.
THE BIGGEST THREAT FACING LEATHERMAN FROM SKATEBOARDERS IS THAT SKATERS DON’T TRUST PEOPLE. MULTIPLE COMPANIES TRY TO APPEAL TO SKATERS WITHOUT UNDERSTANDING SKATING FIRST, AND IT LOOKS BAD. STYLE IS EVERYTHING. YOU CAN’T FAKE IT.
INSPIRATION AND ATTACK PLAN DURING A SHOWER IN WHICH I WAS PONDERING HOW TO MAKE LEATHERMAN APPEALING TO SKATE BRANDS AND DEFINITELY NOT CRYING BECAUSE I WAS STRESSED, I REALIZED SOMETHING. EVER SINCE I HAD BEGUN SKATEBOARDING,THE WORLD HAD APPEARED DIFFERENTLY TO ME. STAIRS ARE NO LONGER JUST STAIRS,THEY ARE GAPS. LEDGES WITH SKATE STOPPERS BUM ME OUT, EVEN THOUGH I HAVE NO INTENTION OF SKATING THEM.TO SKATERS, EVERYTHING LOOKS LIKE AN OBSTACLE. UPON LOOKING AT THE LEATHERMAN TOOL, I REALIZED IT LOOKED COMPLETELY SKATEABLE. IN ORDER TO REACH THE SKATERS, I CONCLUDED THAT LEATHERMAN MUST MAKE A SERIES OF ENORMOUS SKATABLE TOOLS AND HOLD DEMOS THAT FEATURED BOTH FAMOUS PROFESSIONAL-AND LOCAL SKATERS.
DIGITAL
WHEN I SKATED,THERE WAS ONE WEBSITE THAT I VISITED DAILY. UNLIKE TODAY,THAT WEBSITE WAS NOT OKCUPID. IT WAS “THE BERRICS.� ALL SKATERS GO HERE. IT’S HOSTED BY PRO SKATERS, AND FEATURES MULTIPLE CONTESTS FOR AMATEUR SKATERS.THE CONTEST SHOULD CONSIST OF AM-SKATERS CREATING AND SKATING OBSTACLES THEY BUILT USING LEATHERMAN. WINNERS OF THE CONTEST SHOULD GAIN THE ABILITY TO SKATE ONE OF THE ENORMOUS SKATEABLE OBJECTS AT ONE OF THE DEMOS AND GET “SPONSORED.� ALL THIS WOULD REALLY MEAN IS THEY GET A FREE TOOL, BUT WHATEVER, SKATERS LOVE HEARING THAT THEY’RE SPONSORED.
For the Social Aspect of the Leatherman Skate Campaign, Leatherman should host a contest on the popular skate website theberrics.com. It should consist of skaters around the world creating obstacles using Leatherman tools and then filming themselves
WHY PRINT WHEN I WASN’T SHREDDING A MINI-RAMP, ON THE BERRICS, OR EATING PAINT CHIPS AS A TEENAGER, I WAS READING ONE THING AND ONE THING ONLY: SKATE MAGAZINES. UNLIKE THE MAJORITY OF THE WORLD, SKATEBOARDERS CONTINUE TO BE HOOKED ON PRINT MAGAZINES.
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WHY THE NORTH WEST A LARGE PORTION OF SKATERS WILL BE DRIVEN TO THE DEMOS BY THEIR PARENTS. IN THE PACIFIC NORTHWEST, MANY FATHERS OWN LEATHERMAN TOOLS, AND WILL BE EAGER TO BUY THEIR SON OR DAUGHTER A TOOL THEY CAN TRUST.
ENORMOUS SKATEABLE OBJECTS THE OBSTACLES CREATED FOR THE DEMOS SHOULD HAVE VARIETY, AND BE BUILT USING ONLY LEATHERMAN TOOLS IN ORDER TO SHOW HOW THE TOOL IS ABLE TO EFFECT THE SKATE ENVIRONMENT AS WELL AS THE BOARD. ALL TOUR DATES ARE IN THE SPRING IN ORDER TO AVOID BECOMING RAINED OUT.