sรกbado, 5 de octubre de 13
D.F. JALISCO
PUEBLA
Locations sรกbado, 5 de octubre de 13
sรกbado, 5 de octubre de 13
Objective
Strategy
sábado, 5 de octubre de 13
y b s r e m u s n o c 4 3 A e L t a o c i t n r u e s m o l m c o C d n . a r m e b h t s s o i h d t i t a i w c i , l e e n c o i D i r t p c e e h t e n r n a g f o c t a l Brin a y n t i l o i t a o u q m e h g i n h a n a h t e r creating o m t e s g i r a s t o e d h a t c i l g e n i . D n s e e t d u i l a w tha v h p g s ’ e u e d o r d n h a t d r n b d a n l a a e r e h b r t t e u h f t o o b o t a y s t i r l e a k n o o t m s e w h e t n g n i t a Attract d p u d n a e c n e audi . n o i t a c i n u m m o c
n o i t a c i n u m m o c t n e m e g & a l g e n m e a C r ( e s r m o u t i s t n e o p c m o c w e d n n g a n i a s e o b p d o a l d c e i o l o e g D Dev h s t t i i “ w e n g g i a a g p n e m a o c t m w r e o f n t a l s t p i n o d e s a b S A LPS) L t n e m g e s e c i r p . r ” e h g i h r yourself o f d n a r b e h t f o l a e p p a e h t n e d a o r B . s r e k o m s
Reduce Preserve/Reinforce
Old Fashioned Cheap Image
Old Mexican Cliché
Approachable Down to earth
Add Optimistic
Friendship/Sociability New Mexican Spirit
sábado, 5 de octubre de 13
Authentic Reliable
Values Inde
pen
dence
Authen
ticity Self Accom
plishment sรกbado, 5 de octubre de 13
Fri
ends
New Mexican Wave We are Mexicans and we are proud of who we are. We are real, down to earth people; what you see is what you get. We like to express ourselves and show our positive feelings. We surround ourselves with people like us; our friends are our brothers. Our bond is real. Together, we create a spirit of optimism and feel stronger. Its good being yourself is a celebration of those who keep it real and believe that good things are for sharing.
“it´s good being yourself” sábado, 5 de octubre de 13
CAMPAIGN: IT’S GOOD BEING YOURSELF
sábado, 5 de octubre de 13
RESEARCH
sรกbado, 5 de octubre de 13
TARGET
sรกbado, 5 de octubre de 13
From prints to shoes and furniture: Bazar Fusión has a place for you.
Pop Up Store for independent designers through contest. “Guerilla concept aimed at life, not at destruction”
“We are a group of friends, not an art gallery. We don’t seek recognition.”
sábado, 5 de octubre de 13
New bars “curate” music bands, open to anyone.
FIFTY24MX: illustration, tattoo, photo & multimedia, A visual Experience
CONSUMER NEW WAVE LANDSCAPE
“When you buy Sabrá Dios, you not only get Mezcal, you help 300 families”
Independent parties: We organize & execute. Wanna join?
NEW WAVE CONSUMERS
Educated under the premise of “You
can share anything.”
Optimistic generation. They believe and trust themselves to change the word. Recommendations between friends and relatives are way more valuable that brand’s messages. They share information constantly, use crowd-sourcing and collaboration to create their own world, with their own rules. They have this sense of being
unique and important, this pushes them to be honest.
They like to cherish moments of nostalgia and memories that get lost in the technology era. Always looking for: 1.
Price. 2. Quality. 3. Fast Service. 4. An experience.
Huge expectations towards the design of new
experiences, through products and services.
Marketing based on demographic studies don’t work anymore. You have to win this generation. You have to hear them, monitor them, service them and Focused on
constantly give them your attention.
being, more than having.
They Like: Concerts - Extreme Sports - Movies - Open Venues - Video games (share & compete) - Mashups - Social Networking (Facebook, Second Life) - Tattoo (Free Expression) Key Element: Authenticity. They don’t waste time with companies or products that don’t communicate openly or are not being real, original. They have this embedded nationalism that pushes them to support sábado, 5 de octubre de 13
new local proposals.
Generation
We/
Millennials
Millennials do not see a world of limits but
possibilities
one of in which anything can be accomplished with enough
Optimistic.
As a generation, they are generally convinced that today’s children will grow
up to be better off than people of today.
A generation that is strongly
committed to the idea of
innovation.
creativity and determination. They currently do not have enough money “to lead the kind of life you want” but almost all of those individuals believe they will have enough money to do so in the future.
A generation that believes in the power of human ingenuity and
creativity to develop solutions to the problems we face. Generation We is deeply concerned about the common When we look back at great turning points in history, we see that each was driven by a
unique confluence of events:
a society ripe for change; a new generation ready to drive that change; the emergence of one or a few leaders to articulate the need and set the agenda; and in many cases, technological or economic shifts that made
innovative
action possible. In various ways, these great changes provide models for the coming Millennial sábado, 5 de octubre de 13
revolution.
good. They
change
also believe in social —and they are ready, even eager, to play their role in making
positive changes happen.
Under the concept of mixing “Old & New”, Jarritos rewards & exposes local photo talent.
BRANDS
NEW WAVE
LANDSCAPE Homage to Mexican Culture in charge of local artist.
Exposed: Design your own printed in 500 million cups.
New Era+Red Bull take skateboarding and mix it with urban culture.
Nike SB took skaters to another level.
sábado, 5 de octubre de 13
Casio: Exposing photo, graphic & tattoo artists around the globe.
Hornitos pays homage to underground scene. “La Workshop” Collective from Mty. invited to create limited edition bottle.
BRANDS & NEW WAVE
They are taking a different approach by supporting urban culture and the activities around them. Even if their events don’t make the newspaper articles it’s fine. They try to provide experiences for smaller groups that generate a higher WOM and generate a positive brand image. Supporting local talent and acting as a channel to expose that talent nationally and internationally is making old, traditional brands get noticed and admired. Brands are aware that they need to let their target audience interact more with their product, going beyond the POS and actually using crowd-sourcing to their advantage.
Focused & themed contest are able to target a certain group of people, make the brand act as a channel and reward those who support the activity. Paying homage to urban culture that is not mainstream creates affinity. Cross promotion has proven to be a great way to attract people with different habits and tastes.
Exposing work done by customers around a brand product or service helps both the brand’s image and their customers feels like insiders. sábado, 5 de octubre de 13
WHAT ARE NEW WAVE CONSUMERS LOOKING FOR?
POWER PLAYS Seeking Admiration as a source of power.
Brands are taking an unconventional approach to better accommodate their customers by cross promoting with a movie or brands that relates to their target. This is a great way to revamp or bring something new to the table without having to reinvent the wheel yourself. People love to be in on the secrets that relate to their interests, personalities and hobbies. It feels good to live outside of the mainstream. Brands need to help their fans feel like insiders. They need reasons to share the experience you provide them. Forget about your products functions, complement your offering with something they can relate to. People are paying more and more attention to things that used to be taken for granted or not really thought much of before. When you make them feel comfortable with your brand, they become insiders.
sรกbado, 5 de octubre de 13
Activities
sรกbado, 5 de octubre de 13
Real Bro’s / Amigos en serio To our LAS friendship is really important. To them, a friend is a brother. They know everything that matters about their friends, even the favorite color to their deepest secrets.
little things, from their
They can be
themselves around their friends, they know that in their group everyone is unique in their own way and that pushes them to always find another way to live. When they are together anything can happen. We recognize the special
bond that they share and celebrate the value of it.
Our activities are an opportunity for LAS to prove everything that their bond has given to them and all that comes from a
real friendship.
As a society, we have a certain culture and traditions.
But as mexicans, we have evolved.
sĂĄbado, 5 de octubre de 13
Inde
DELICADOS VALUES
pen
dence
Self Accom plishment
Generation We Values Optimistic Unique
Fri
+
ends
Living the present Honest
Nostalgic
Peace
Volunteer
Intelligence
Justice Nationalism Experiences
Social & Ethical responsibilities Co-working They trust they can change the world Environmental Conscious sรกbado, 5 de octubre de 13
Authen
ticity
“Es bueno ser tu mismo”
FRIENDSHIP AUTHENTICITY LANGUAGE
sábado, 5 de octubre de 13
COLORS
Colors & brands
The creativity always has been related with colors. Emotions have a strong connection, and friendship always has been related to warmth, therefore we are choosing a warmth pantone.
= FRIENDSHIP
sรกbado, 5 de octubre de 13
Brands have used, their color impact on communicating messages to their consumers.
PROPOSAL
LAMPS sรกbado, 5 de octubre de 13
? e l b a u l a v p i h s d n e i r f a s e k a m t Wha
sรกbado, 5 de octubre de 13
LAMPS MEMORY BRACELET Every friendship has a story, something that makes it unique; that’s why all the moments we share are worthy of leave forever. Reliving those moments is what makes us remember that we are not alone and that what really matters is the here and now.
We will give you an opportunity to make this moment last forever!!..
HOW?
sĂĄbado, 5 de octubre de 13
Write a memory, sign your name, leave your mark and become part of a piece of art that will freeze your Friendship forever...
sรกbado, 5 de octubre de 13
LAMPS MEMORY BRACELET Activity 2. LAS will be asked to express their friendship into the Bracelet Canvas, and explain them how it works: 3. Each LAS will have 20 seconds to: write/paint a story/ phrase/draw - involving the people in their group of friends or make a family tree of their friendship. **LAS will also have the option of using their fingerprints on the canvas. 4. A picture of the whole canvas can be taken before splitting the bracelets, so Friends have the general canvas representing their friendship as an option. 5. The fabric, will be divided into bracelets depending on the amount of people in the group.
Speech
1. LAT approach the LAS and will ask them to think in an interesting event or memory that bounds their friendship.
Hi, guys. Do you smoke? Are you all over 18? Delicados believes in the true spirit of friendship and that’s why we would like to help you make this moment last forever. Will you like that? Great. You just have to write a though or your signature, or even put your fingerprint in this canvas. Take this bracelet as a symbol of your friendship and as a reminder of this special moment, this way it will be with you forever.
The first ideas that come into their minds about their friendship, are the most real and honest ones. sĂĄbado, 5 de octubre de 13
LAMPS MEMORY BRACELET 1
2
Take away Bringing to life all the memories on how your friendship started or stories that made their relationship become stronger, generates a reaffirmation of the strength of their friendship; each individual as an unique element of the group. sรกbado, 5 de octubre de 13
3
**Fingerprints represent our authenticity; adding our personal mark to a collaborative piece, reinforces friendship.
PROPOSAL
MASSIVE EVENTS / FERIAS
sรกbado, 5 de octubre de 13
Leave your mark Trees have always been identified as a symbol of life. The more leaves and flowers, the healthier the tree. They are also a symbol of transcendence, they can last and stay strong just like a good friendship or a special memory. Our tree is the place where you can leave your mark as a testimony of a moment that will be with you forever. Here’s an opportunity to let he world know you were here! såbado, 5 de octubre de 13
Massive events/ferias Leave your mark
Each moment is unique in many ways. One of the most important aspects is with whom you shared your moment with. Leaving a memory or thought in a place where something great happens.
Activity 2. LAS will be shown the color mood board so they can choose a necklace that fits their personality. They will have the option of writing a message on it. 3. LAS will be invited to extend their experience, and throw / hang the necklace it in the DELICADOS TREE.
Speech
1. LAT approaches a group of friends and asks them if they want to become part of a collective friendship piece.
Hi? Do you smoke? Are you over 18? Delicados believes that special moments are meant to last forever. Will you like to leave your mark in this tree as a testimony of this special day? Great. Write your name or your signature in this ribbon and throw it to one of the branches. It will stay there forever, just like this moment will stay with you.
sรกbado, 5 de octubre de 13
Massive events/ferias Leave your mark
Take away Being part of a collective piece of art, which evolves each day to become a master piece and being able to share it with your best pals, generates a really fulfilling and unique experience that won’t be forgotten; it will become part of your friends’ stock of memories.
As a giveaway LAS will receive a engraved bracelet saying “SPECIAL MOMENTS LAST FOREVER” sábado, 5 de octubre de 13
In
ancient maya, there was a tradition of exchange that was believed to bring peace between tribes. It was practiced with exchanging desired commodities and semi-precious stones. The purpose of the BOLA MAYA is to help Mayan communities who manufacture them. But also, to share a positive vibe and happiness with everyone around you. “Take me with you and be part of those who seek a world of peace and love. If you cross paths with another who carries one, you must exchange it as a sign of friendship and good vibe”.
sábado, 5 de octubre de 13
The Mayan Ball
PREMIUMS THE MAYAN BALL
Activity 1. LAT will approach a group of LAS and ask them if they want to give a true meaning to their friendship. 2. LAS will be asked to describe their friendship using one adjective. Depending on each unique answer, they will receive an interchangeable ball chain. 3. LAT will explain the history and meaning of each one and also the way how they work (How at some point, they have to exchange them with one another). http://www.labolamaya.com/
sรกbado, 5 de octubre de 13
PREMIUMS THE MAYAN BALL
Take away The keychain as a reminder of your friendship, everyone values their group of friends for dierent reasons, different values makes their friendship unique. Interchanging this Ball chains every time you meet, as a meaning of the importance of sharing moments.
sĂĄbado, 5 de octubre de 13
BLOG
Possibility of making a BLOG where LAS UPLOAD ITEMS; EACH MONTH REPRESENTING A COLOR.
sรกbado, 5 de octubre de 13
Extra
Activities
sรกbado, 5 de octubre de 13
LAMPS EVERLASTING KNOT
- Define your friends personality, choose a Shoelace, and replace yours with the one your friend chose for you!! - Make a combination with different colors depending on your personality to use on the same shoe! Challenge yourself and your friends to keep the shoelaces on for the longest time as a proof of your friendship.
Activity 1. LAT approach the LAS and will ask them to describe their friends personality and pair it with a color. 2. After LAS answer the question, LAT will tell the meaning of the color they choose by showing them a color grid and explaining the relation between the color, the emotions and their personality . 3. After they get the different adjectives, LAT will ask LAS if it matches their friend´s personality, if they want to keep that color or change it. 4. The LAT will give the shoelaces to the LAS and help them put them on (many different creative ways to “weave” the shoelaces will be shown to the LAS). 5. A picture of the shoes with the new colored shoelaces will be taken; this can be sent to the LAS or uploaded. The final result can also be recorded for internal purposes, to generating interesting material for Delicados. sábado, 5 de octubre de 13
LAMPS EVERLASTING KNOT
Take away Describing the values that makes a friend unique and being just like they really are (even that he or she might be completely different towards your personality), makes you aware on how you accept and know your friends despite your differences (leaving all kind of prejudices out). Making a promise to last, as the best proof of that friendship’s bond.
NOTE: Define personalities according to colors meanings and emotions. sĂĄbado, 5 de octubre de 13
Massive events/ferias
LOCKING OUR FRIENDSHIP Activity 1. LAT will ask a group of friends if they want to lock their friendship and make it everlasting. 2. If they choose so, LAS will receive a colored Padlock as a meaning to their Friendship. 3. LAS will be asked to write something meaningful that defines their friendship on the padlock. 4. LAS will be invited to place the padlock where they want in the meshed canvas. 5. Each LAS will keep a key of the Padlock. 6. A nice keychain will be given with the key.
sรกbado, 5 de octubre de 13
NOTE: This activity, can be done in allowed LAMPS, where LAS will be able to go back and see that their padlock is still there.
Take away The padlock as a symbolism of bonding and friendship, the collaborative colored wall: the essence of friendship when forces get together; they will keep the key as a reminder of their friendship. sรกbado, 5 de octubre de 13
Evolving
sรกbado, 5 de octubre de 13
Street interventions Bringing color to the City
sĂĄbado, 5 de octubre de 13
By identifying DELICADOS with this Colorful activities, Street unbranded interventions around the City can be done. - Those interventions realized by dierent young artists
UNIFORMS
sรกbado, 5 de octubre de 13
UNIFORMS
PLAYING WITH COLORS
sรกbado, 5 de octubre de 13
UNIFORMS
PLAYING WITH COLORS
sรกbado, 5 de octubre de 13
UNIFORMS
PLAYING WITH COLORS
sรกbado, 5 de octubre de 13
THANK YOU!!
sรกbado, 5 de octubre de 13