Chris Brown + Pete James

The Mountain:

Who are we talking to?We are talking to men and women between the ages of 18 and 35. They’re environmentally conscious and want to make a difference before it’s too late. We’re hoping to attract some of the die-hard hippie crowd, but our typical person is an average young adult who likes to have fun, and makes the extra effort when it comes to being green.

Why are we communicating? What is the assignment?What’s the problem and opportunity?We’re communicating to get the word out there that The Mountain cares about the environment. We want the public to view us as more than just a t-shirt company but also a voice for the animals. We’re backing this up by donating half of the proceeds of MountainFest to the World Wildlife Fund.

What should our communication do? How will it do this?Our communication should make The Mountain fans want to be a part of MountainFest. We want our market to feel hyped about the event due to the awesome live bands performing with the added bonus of contributing to the World Wildlife Fund. Being able to have fun while doing good is well worth the ticket to MountainFest.

What is the strategic idea?The strategic idea is that The Mountain is hosting an event called MountainFest. MountainFest is a one-day concert that consists of many alternative/indy-rock bands that share the same environmentally friendly ideas as The Mountain. Our customer purchases a ticket to the event for fifty dollars and receives a t-shirt with their purchase. Were proud to say that fifty percent of the proceeds go to the World Wildlife Fund. Our ads depict activities most commonly associated with casually drinking with a good friend. Golfing, playing video games, and fishing are all activities where people would use a red solo cup to drink due to the casualness of the event.

What are the mandatories? the must-do’s?We must create a campaign that shows our devotion to the wild. People already associate our brand with animals but not many are aware of our green background. We need to make MountainFest a celebration that unites people to fight for sustainability and a greener earth.

What are the creative considerations?The creative consideration is that we are creating a campaign without any print ads. We want MountainFest and The Mountain brand to be spread by word of mouth and on social media only. The event allows us to sell our t-shirts to fans as well as donate to a great cause.

What are the deliverables? Where will the messages run? Our deliverables are unique in the sense that we are going paperless. Wasting paper would go against our big idea, so our campaign will start on social media. We have created a social media campaign to promote MountainFest details like location, partners, and featured performances. Once the customer purchases a ticket to the event, they receive a t-shirt in the mail that’s required to be worn to the event.

The MountainCREATIVE BRIEF

WILD CARD Execution

Ad Locations

#MountainFest2015

Process Work

Trendboard

104 Ideas 1. People are the shirts2. There is a scene that fades out but it’s

only a shirt3. Animals wearing people shirts4. Gangs5. Only _________ travel in packs6. Howling at the person wearing it7. Sports teams w/ mountain feel8. Chicago Bulls with an actual bull9. “Climb the mountain”10. “Let the mountain wear you”11. Each shirt represents a different per-

sonality12. Show your wild side13. Green shirts made by a green moun-

tain14. Earth day promotion15. Each shirt donations go to a different

animal16. The Animals concert wearing the

mountain t-shirts17. Animal from Muppets spokesperson18. Flying through various scenes from one

shirt into another19. Animal mouths on shirts open up to

reveal only more shirts20. The new fur21. Who needs a winter coat?22. This is what MY shirt says about ME23. I love matching my pet24. People can’t tell the difference be-

tween pets and owners25. Farmers have a shirt for each of their

animals26. Find your party animal27. Unleash your inner beast28. Soar with the beauty of an eagle29. Plunge with the grace of a whale30. Men howling at the moon31. Women being attracted to the men

because of their primitive instincts32. Find your inner animal33. Claw out the competition at your job34. When wearing shirts from the moun-

tain, gain the inner spirit of the animal you’re wearing

35. Cartoons wearing the real shirts36. Art in a museum people take off and

wear37. Transforming gross white trash into

trendy people38. Jungle party39. Intramural teams – the Miss Piggy’s40. Artist sketching and it comes to life

41. Someone pulls a real animal out of a shirt

42. Don’t need a pet because you have your companion with you

43. Big event with everyone wearing simi-lar animal shirts – real world jungle

44. Zoo where animals run the park, peo-ple are in cages

45. Shot of NYC, this is our jungle, be-come an animal

46. Finding your soul mate just got a lot easier

47. “I met my wife thanks to the mountain”48. Pigs in a blanket49. When pigs fly50. Werewolf personality w/ the shirt51. Mom calls her kids her cubs because

they are all wearing bear shirts52. This is my spirit animal53. I am my own spirit animal54. Big hippie concert55. Partner with some animal organization

for awareness promotion56. ASPCA + The Mountain relay for life57. Animals are people too58. Animal rights59. Signing the declaration of indepen-

dence with animals60. New state: Mountaina61. Hibernate like you never have before62. Finally play with your dog properly

(sniffing dogs butt)63. Making proper animal interactions64. Give majestic a new meaning65. “No you’re the weird one for not wear-

ing these shirts”66. Hats67. MacBook decals for college students68. Simple equation… tie dye + animals =

the mountain69. Showing the back of the animal on the

shirt70. Check out Chris 2.0 – a lion71. Design your own shirt72. If you can name an animal we haven’t

covered, receive 20% off73. Buy an entire animal set: shirt, hat,

mittens74. Putting a shirt on your scarecrow75. The snowman out front turns into a

terrifying creature 76. Manimal77. Shirts that aren’t just animals, but car-

toon characters as well

78. Make exciting holiday cards / family portraits

79. Never has it been so in to be wild80. The petting zoo never has to leave

town81. We evolve as humans, your style can

as well82. Don’t cage your clothes83. Your style will never go extinct84. “Feathered and dangerous” – Dodge-

ball quote, but a guy wearing a bird shirt

85. Become a cold blooded American86. Nothing says America like tie dye and

eagles87. Being known as the guy that’s horny

doesn’t have to be a bad thing88. Bull fighting with the bull shirt on89. Blend into your natural habitat90. Stick out in the wild no longer91. A new specimen of purebred92. Now you have a reason to be called

spineless (wearing a snake shirt)93. Mark your territory94. Sink your teeth into something new95. Spread your wings with TheMountain.

com96. Show people how much of a savage

you really are97. What rabies? – crazy face wearing a

wolf shirt98. Feed your hunger99. Meet the new pedigree, ManLion

(Man____)100. Never be called domesticated again101. You don’t need to be underwater to be

aquatic102. A man in a pet store in a cage with

parents looking horrified103. The new groomer (barbershop)104. Introducing everyday things from the

perspective of an animal

50 Thumbnails

Sketches

Rejected Comps

Rejected Comps

Comps

In this exectution, we got to play around with the idea of the tickets for the show. At this stage we knew that if we were heading down this route, this was the look we wanted to go for. It’s fun, on brand and adds a graphic element targeted toward something we think our demographic would like. All we needed to add here was the

actual information about the event.

In this exectuion (being one of three), we started to add the text to the shirts for

MountainFest. After receiving feedback, we figured out that what this element was missing

was more logos, and we needed to make it more obvous that this was an event sponsored

by the company The Mountain.

Presentation

ResearchPrimary: We didn’t conduct too much primary research, but we both own The Mountain t-shirts, which made us familiar with the company’s products and image.

Secondary: Secondary research is where we got most of our insight. We read the background story of The Mountain and were blown away with their green philosophy. For many years, two of the partners have been involved with Green Causes. One of them has been a longtime advocate of local, national and worldwide conservation organizations. Another partner had his personal land certified as an organic farm, making it possible for local farmers to use this land to grow organic food. The Mountain uses only environmentally friendly water-based inks and dyes. The Dye Oxidation System purifies the manufacturing process waste water by removing color and additives without the use of chemicals. Not only does this not create dead “oxygenless” water, but it actually enriched the water with oxygen. The Mountain are true pioneers of water based ink.

The promise + Big IdeaMountainFest. MountainFest is a one-day concert that consists of many alternative/indy-rock bands that share the same environmentally friendly ideas as The Mountain. Our customer purchases a ticket to the event for fifty dollars and receives a t-shirt with their purchase. We’re proud to say that fifty percent of the proceeds go to the World Wildlife Fund.

CreativeWe wanted to keep everything similar to the style of our t-shirts. We thought creating promotional material on our t-shirts would be the best idea because people would directly associate the event to the Mountain, plus an added bonus is long-term exposure because a t-shirts lasts a lot longer than a print ad. The tickets keep the same theme as the shirts with the tye-dye background and animal images. The copy is a wild, and aggressive font because it goes along with the mood of the wolf, lion, and eagle. The use of “Roar,” “Howl,” and “Soar” represents the fight for change and a greener earth.

Target market profile

Jack is a Senior at IC majoring in environmental science. He came to Ithaca because of the sustainable practices demonstrated on campus as well as in the local community. He’s a member of IC Primitive Skills Clubs and IC Animal Rights. On the weekends Jack can be found at the closest bar with live music. His favorite Mountain t-shirt is the Wolf.

Goal + ObjectiveOur number one goal is to raise money for the World Wildlife Fund. In doing so, we hope to promote our brand as a responsible and sustainable company that cares about the environment.

StrategyHost an event that shows the public that we’re more than just a t-shirt company. People already associate our brand with animals but we want to prove that we care about the wildlife depicted on our shirts. We want to bring all of our fans together for a celebration of sustainability all while donating to a good cause.