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Crumpler’s Hip Pack - Brief
To create a print advertising campaign for Crumpler’s Hip Pack, aiming at the 18 to 25 year old student market.
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Target Market - 18 to 25 year old Students
Gen Y represents approx. 25% of the Australian population, making them a large proportion of Australia’s consumers in the retail industry. This provides the retail industry one of its greatest growth opportunities, and at the same time, one of it’s greatest challenges. Why? • Gen Y doesn’t like to be stereotyped; want to be seen as individuals. • They’ve grown up in a media saturated and brand oriented world. • Gen Y are optimistic, but not naïve; continuously connected online gathering information 18 to 25 year old students like socialising and to be entertained with music, internet (social media such as Facebook, Twitter, Instagram etc), movies, television, computer games and clubs.
http://www.buseco.monash.edu.au/centres/acrs/research/whitepapers/generation-y.pdf
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“
Fanny Pack, Buffalow Pouch, Hip Pack, Hip Sack, Belt Pack, Waist bag, Belly Bag or Bum Bag.
“
Product Research - “The Bum Bag”
There’s no clear indication of the inventor, but we found they were either created for Ski Patrol to easily carry medical kits to keep their hands free or created by Mrs Melba Stone in 1962, an Australian widow with 10 kids! The bump bag entered popular culture during the mid 1980s, peaking in popularity in the late 80s with Adweek Magazine predicting it to be the Hottest Product of 1988, but only lasted till the early to mid 90s. Since then, bum bags have become known for out-of-place tourists, a convenient way of concealing a weapon or generally unfashionable. In 2004, there was an attempt to bring back the bum bag with Sarah Jessica Parker wearing a Gucci bum bag in an episode of Sex and the City. Then in 2005 Louis Vuitton, Marc Jacobs and other high end fashion brands started producing them, justifying that technology is hands free, why not baggage? But at their explicit high price, they didn’t take off although some celebrities were spotted wearing them.
http://www.ehow.com/about_5032850_fanny-pack-history.html http://www.chacha.com/question/when-were-fanny-packs-invented http://www.ask.com/question/were-did-the-fanny-pack-come-from http://www.wornthrough.com/2008/07/02/the-life-and-death-of-the-fanny-pack
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Creative Thinking - Mind Map Phone
Convenient
Wallet Lip balm Keys
Contents
Practical
Minimal Perfect Fit
Handy
Money
Bigger than pocket Unbulky
Size
Smaller than backpack Smaller than handbag Access contents quickly
Attached Hard to steal Belt
Dancing
Safe
Buckle
Skiing
HIP PACK
Clip
80s High End Brands Celebrities wearing
Fashion
Sports
Sexy
Teens Jeans hanging low Man-bag from Hangover
Rock Climbing
Hands Free
Music Festival Shopping Night clubbing
Bikini
Plumbers Crack
Running
Freedom
Can we bring it back?
Cycling
Beach
Speedos Swimwear
Cover the Un-sexy
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What makes the hip-pack unique? Single Minded Proposition: Convenient size!
HIP PACK
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Possible tag lines or slogans ...
the g n i r b an we k? or C : s n a g Slo bac g a b m Size. bu t c e f r ck. Pe a P odels, p i H wear m
Idea:
“Quick and easy access”
Image: Someone suggesting “the first person to give me x will get Y”. One person with bac kpack on the ground shu ffling through, lady with bulky handbag on shoulder shuffling thr ough, person with Hip Pack already has item x. Image would tell the story. Item x could be concert tickers or the laster computer gam e in store.
swim houlf sexy k over his s back) o k c a B Pac of his Image: k with Hip middle omed in on c e a h b t male ing in ip. Zo ck sitt g on her h a p ( r de ittin oman s waists. and w
Idea/Slogan:
“Hands Free”
Size
Image: A group of cks people with Hip pa ing nc da l, va sti at music fe e. tim od go a and having
Idea:
Not too Big , but just rig ht Im
age: Extrem e close up xan empty ba ray type view ck pack wit of h only 3 item and the sam s in it, e 3 items in a Hip Pack perfectly; z oomed out. that fit
andbag Slogan: H
stating
big?” o o t I “Am
has a handbag re e t a h w Style looking a ic st il m h o C w : ” e ? Imag I too fat bble “Am u k. b c a h P g u o ip H th
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Possible routes ... 1
3
2
4
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Why this one? Any risks?
After reviewing the four concept designs, we’ve selected concept 1 as it’s clean, has a clear message, great product display for both males and females. This advertisement would capture the attention of students aged between 18 to 25, and may attract an wider audience. We don’t see any legal or ethical issues that would arise from this advertisement.
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