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Brand Activation: All of Us

Exploration

Utilize our product company capabilities, distribution capabilities, and Retail Services expertise to launch a brand of travel goods to explore current market trends, culture trends and the relationship between philanthropy and commerce.

Pre-Activation

  • Multiple STREME Sessions on this concept, focusing on the “why” behind a new brand of backpacks and travel goods – what would make it special?
  • We arrived at a brand story where All of Us can participate through brand purchases with today’s largest travel story: 65 million displaced global refugees traveling to restore their lives.

Activation   

  • Creative network: graphic design, strategy, copy writing, videos, photography, web design, social media strategy and PR.
  • Distribution solutions, including a branded eCommerce site, operations, finance, retail planning and strategy, IT support and legal.
  • Contract with celebrity endorser, philanthropic partner contract and retail launch partner.

Expansion

  • Launch of 32 travel items and 25 styles of apparel.
  • This has been an exploration into gathering insights and trends around aspiration and the traveler’s lifestyle.