During my final year of University we had the opportunity to create a campaign based on a diverse range of briefs.  Through careful consideration we opted for the Toms brief. We had to inspire a new wave of consumers to understand that purchases can have a purpose, whilst creating a relevant and accessible way to inspire and connect with the “always on”, fashion conscious generation. In addition to this the campaign had to be retail focused with an initiative to spread their  reach and engagement –  as well as captivating a new audience and get them  involved in the movement. The campaign had to live online, but also have an element of physical customer engagement: think packaging, point of sale, experiential… even consider the possibilities presented by the products themselves.

Whilst researching Toms , one critical finding was the positive tone which the brand embed within all of their narrative discourse and ideologies. This was a key finding and something we considered throughout the design process and highlighted as a key opportunity of communication.

In response to our competitor review we then researched the mobile medium discourse. A progression in this medium has led to an increase of linear accesibility from the consumer. Providing an opportunity for brands to have a multi-facate relationship with their audience,

 Due to the ethical connotations associated with charity driven organisations, we wanted to create a way the consumer could identify themselves within the game.