Reebok's Classic creative brief
Durant mes 5 mois de master effectués à Londres j'ai eu l'incroyable opportunité de travailler main dans la main avec le capitaine Arthur Perez, Planneur Stratégique, au sein du bâtiment Forever BETA.
Pendant cette periode les étudiants ont eu la possibilité de naviguer sur différents projets. A la fin de chaque étude de cas les trois meilleurs travaux étaient alors présentés à l'agence.
Mon travail concernant Reebok Classic ayant été retenu parmi les 3 finalistes, j'ai eu l'extraordinaire chance de briefer une des team creative en poste chez Forever Beta.
CREATIVE BRIEF
(Reebok Classic)
Author Corentin Legland Job No Date 11/07/2015
WHAT DOES THE BRAND STAND FOR?
Reebok is the innovative and pioneering brand which has helped to shape the destiny of modern sports performance.
For example, in 1982, the brand encouraged women to participate in sports, and wear athletic footwear such as street and casual clothes.
When people have Reebok Classic shoes on, they are not just wearing shoes but they are also wearing iconic shoes with a strong spirit, based on ambition and audacity.
WHAT CHALLENGE IS THE BRAND FACING?
People use fashion labels to identify who they are.
We know Reebok Classic shoes are considered the perfect yobo shoes. That's why the brand has a bad image with the millenial generation, because they obviously don’t want to be associated with this negative image
“Reebok Classics were worn by 52 out of 100 different burglars in the Northamptonshire region.”
WHO DO WE NEED TO TALK TO?
The millenial generation is an ambitious and highly educated group of men and women.
They are always looking for new challenges to improve and better themselves in their jobs, they have high expectations for their familiy life and they want to have a positive impact on the world.
For this new generation, an enjoyable job is a top priority.
The older generation sees them as spoiled, lazy and taking everything for granted. Consequently, the millenium generation wants to prove otherwise.
WHAT’S THE BEST MESSAGE THE BRAND CAN GIVE TO THE MILLENIUM GENERATION?
The Reebok Classic spirit is for people who want to prove to the world that they are right.
“Reebok is the spirit of positive revolution”.
WHY WILL THE AUDIENCE BELIEVE WHAT REEBOK IS SAYING ?
Reebok has a long history of always taking risks in order to conquer and change the world.
For example, in 1979, the firm first exported its products to the US. Over the years Reebok has also revolutionized the place of women in sport, fought against prejudices, and improved human rights.
HOW SHOULD THE BRAND BEHAVE?
Reebok is a pioneer which has always tried to support each generation to embrace change, and encouraged their creativity.
THOUGHT STARTERS
You could consider young people who are determined to change things in their suburbs. For example, Reebok could respond to a young man who is passionate about music and wants to create a recording studio where other young people could come to listen to and record music.
You could also consider graffiti artists trying to make their suburbs more attractive, or someone who wants to create a sports area like a basketball court for the teenagers from his neighbourhood.
All these people want to change the world for the better.
