1 – Why are we advertising?
Because the entrance of Apple Watch in the market caused a huge loss of market share.
2 – Who are we talking to?
Hipsters.
3 – What do they currently think?
I’m unique.
4 – What is the single most persuasive message we can convey?
Wear it your way.
5 – What would we like them to think after seeing our message?
I need to buy these watches to express who I am.
6 – Why should they believe it?
Because we will show that the wide range of watches and styles allow them to choose the watch that better fits their personality.
7 – Are there any creative guidelines?
Match the different styles of watches with the accessories that the subcultures use. Explore the use of collages to evoke the Dadaism design style and feeling of rebellion, subversiveness, freedom, and self-expression.
