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Victors & Spoils project: Smartwool
Art Director
Victors & Spoils is an online open source advertising agency. V&S posts a breif for a project and open it up to the public to submit ideas. To get our creative juices flowing my copywriting partner Mike Boyce and I concepted these website ideas to promote Smartwool not just as a sock company but also as a clothing company. We were excited that despite them not picking our idea out of what could have been thousands we received a personal email from the Creative Director at Victors & Spoils Noah Clark that read "Great comp on this one. You’ve got some great ideas in the mix."
Concept 1: King of the Mountain
(Click here or on the image above to see an enlarged view.)
The funny thing about geo-location and check-in services is that they know where you are kinda. But they don't know at what point you are. And when you're climbing a mountain, the weather at the bottom and the weather at the summit can feel like two different worlds existing in one place. So let's create a system that allows you to check in from various altitudes, and rewards you for height rather than location. As you get higher and higher, you'll earn points and unlock special deals on Smartwool products, items that specifically will come in handy as your trek continues. Check in and see who else is along for the hike with you, leave tips for other climbers, or even make plans to eat a bite at the summit. Who knows, you could even become "king of the mountain".
Concept 2: Earn-a-Sherpa
(Click here or on the image above to see an enlarged view.)
Lots of people want to climb mountains, but a lot more people would actually do it if they had their own Sherpa to guide them to the top. So, Smartwool’s “Earn-A-Sherpa” campaign will allow you to, well, earn a sherpa. For every Smartwool item you purchase, you'll earn points toasted your very own Shefrom guided climb. From socks to outerwear, each item will have a designated number of points assigned to it. Log in to www.EarnASherpa.com, enter in the UPC code printed on the tag, and earn points towards your own guided tour up a mountain of your choice. You can track your progress by watching your own Sherpa (in the form of the Smartwool logo) get filled in, from the feet up.
Concept 3: Smart Sheep
(Click here or on the image above to see an enlarged view.)
Everyone knows Smartwool has great socks. But not many people know about the depth of the Smartwool line. So what better way to let people know about the rest of our great line of products than by letting them get to know the sheep that they come from. The Merino Sheep. And bring that this is Smartwool, this is a smart sheep. So smart that, through the powerful combination of an algorithm tapped into Wikipedia and textto- speech software, this sheep can answer just about any question you throw his way. But he'll never let you forget one important fact. He's a Merino sheep. And Merino sheep don't even have wool on their feet; so how could Smartwool only make socks?