1. Client: Carhartt clothing Date: 7/25/14
Project: 1 OOH campaign (3 executions) plus 1 social media extension
Job Number: 4
WHY ARE WE ADVERTISING?
Carhartt has been a staple in blue-collar professions. It’s known for being tough and durable. Well-worn Carhartt
pants, overalls and jackets are the sign of a hardworking men & women across the country.
Carhartt has recently recognized an opportunity to expand their market share as weathering the elements is now
trendy – shows like Deadliest Catch and Man vs. Wild have been huge hits with the masses. So now Carhartt is
trying to cross over to the more mainstream market without significantly altering their product mix.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Make Carhartt more appealing to the masses. The good news: the general public has a mostly positive opinion of
the brand. The bad news: those who don’t work with their hands on a daily basis generally don’t see the need to buy
Carhartt products.
WHO ARE WE TALKING TO?
70% male, 30% female, 25 to 40. They care what they look like but not overly concerned with modern trends. Tend
to spend the weekends outdoors, whether it’s hiking or building a new fence for the yard. They’re into performance
products – moisture wicking fabrics, lightweight and durable, etc. but haven’t connected that with Carhartt. Yet.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
When it comes to clothing, tough is cool. So you don’t have to be a logger, welder or construction site foreman to
wear and enjoy the comfortable durability of Carhartt.
WHAT ARE THE REASONS TO BELIEVE THIS?
Carhartt gear has proven durability and performance with a unique look. It’ll last a lifetime while never going out of
style. It’s clothing that truly takes a beating.
ASSIGNMENT
3 billboards
1 social media extension
THIS MIGHT HELP
http://www.carhartt.com/
(For Agency Signature) (For Client Signature)
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