The Brief *
TASK
Create a campaign for the newly redesigned Urban Undercover Amsterdam brief and bralette.
WHO IS URBAN UNDERCOVER?
A lifestyle brand whose passion is to encourage experiences and adventures by designing versatile and timeless everyday essentials made to take you anywhere your journey goes.
BACKGROUND
The past few years have witnessed groundbreaking strides in the evolution of underwear. For far too long comfort had been overlooked, and women today are not willing to give up that freedom again.
CHALLENGE
Authentically connect with our audience through the shared idea that travel makes us better.
OPPORTUNITY
More than just sell underwear, we have the opportunity to explore the relationship between travel and comfort. and expand their definiton.
INSIGHT
We don’t buy underwear, we buy how we want to feel.
STRATEGY
GET: Women during a day of movement.
WHO: Want to feel comfortable, fresh, and confident.
TO: Choose a travel mindset.
BY: Showing them they can reap the benefits of travel from anywhere.
The Creative Idea
Getting out of your comfort zone doesn’t have to be uncomfortable.
The Strategic Process
Is Travel Underwear a Thing?
Coupling the idea of underwear and travel was the first obvious challenge. But before I tackled that issue, I did a deep dive into the category. Approaching this as a man (unsurprisingly) led me to a dead end. My instinct was to simplify the underwear drawer, but women’s underwear is not one-size-fits-all.
I began my qualitative research conducting surveys, interviews, and listening to our what our audience had to say. I even asked my friend visiting from out of town if she could open up her suitcase and walk me through her packing process.
From those exercises I gleaned that the best underwear is the one that you don’t have to think about, and comfort was undoubtedly the common thread.
Why Do We Travel?
I read up on the subject, and a couple of lofty T.S. Eliot passages later, I uncovered that we travel because it’s a human desire. It’s exciting to walk through life in someone else’s shoes, even if we encounter some uncomfortable moments. And that’s where we found an interesting tension.
Finding Our Comfort Zones
We push ourselves outside of our comfort zone because that’s how we grow. Through those experiences we gain the wisdom of knowing the difference between being out of your comfort zone, and just being uncomfortable.
The mindset-based approach allowed us to weave all these pieces together. Not only were we able to identify the right target, but authentically connect them to our brand through the shared experience of travel. These stories help bring Urban Undercover to the heart of the conversation, something especially valuable for an emerging brand.
Creative Executions
MANIFESTO
At Urban Undercover, travel is in our DNA.
To put it simply, it's a human desire. We travel because we need to. Because it unlocks a specific kind of creativity and gives us a fresh set of eyes for when we go back home.
Travel is uncomfortable at times.
But that's a good thing, because we gain a new perspective and understand our place in the world a little better.
Urban Undercover's Amsterdam brief and bralette is newly redesigned for women who know the difference between being out of your comfort zone, and just being uncomfortable.
It is time to revolutionize the way we think of our underwear drawer—because who even calls them "intimates" anymore?
We know you are not just buying underwear, you are buying how you want to feel and move through the world.
* Miami Ad School Real Client Brief - Winning Pitch