Slow is the New Fast
ART DIRECTOR: Olivia Valcourt
COPYWRITER: Maggie Anderson
*Top performing group chosen by the client
Vermont Flannel came to our capstone class with a very simple goal: increase brand awareness.
Problem: Most customers value price over sustainability.
Insight: People don’t realize the extent to which cheaper clothing/materials have detrimental effects on the planet.
Big idea: Vermont Flannel is better for the environment because it’s long-lasting.
Target Personas
Digital
An animated video will be posted across TikTok and other social media platforms showing how the durability of Vermont Flannel products are more sustainable as they hold up to more wear.
Lifetime Warranty
The brand will also adopt a new Lifetime Warranty program similar to its sister brand, Vermont Teddy Bear. The program allows customers to register their item, and if it ever rips or gets damaged, it can be sent in to get repaired.
The program will be promoted on social channels through organic and sponsored posts
Social
Vermont Flannel will encourage people to post about their fast fashion nightmares to highlight how detrimental poor-quality clothing can be.
Patch the Planet
Direction 2
Insight: People appreciate the outdoors but act as bystanders to environmental issues.
Big idea: Turn outdoor enthusiasts into environmental activists.
Social
Starting with an announcement on Instagram, we'll share our new National Park Patch Collection, a collectable, limited-time line of products.
The Collection
The patch collection will include unique patches inspired by each park. We chose the top ten parks across the country, spanning from Acadia to Redwood. With each purchase, 20% of the proceeds will go to preserving the National Parks.
Customers can either add their patch to a piece they already own or purchase a jean jacket at the park gift shop.
Out of Home
We'll also promote this collection through OOH, each one made from natural materials such as wood and moss to emphasize the planet-first perspective.
Digital
When someone buys a patch, they’ll receive an animated graphic they can post on social media to show the park they visited
