In the Spring of 2013 I worked with a team of art directors, copy writers, motion graphic designers, photographers, graphic designers, interior designers, and fashion merchandisers on a collaboration with Sears Holdings and KMart to bring Joe Boxer back to life.
Our campaign was called #EXPOSEIT and fell in line with Joe Boxer's in your face, irreverant nature. Joe Boxer fits Webster's definition of the excitement and energy of self-expression. Always on the go, he is "the man" at the party, the one who takes you on the double dare. Mr Licky, Joe's famous icon, will do whatever it takes to hear what people have to say and he encourages everyone to speak up. He and Joe Boxer are the ultimate characters, always the first to try something new and share it with everyone he knows. They bond with people, pride themselves on building long-term relationships with everyone though his charismatic personality.
Team Included:
Myself - Graphic Design
Duarte Elvas - Motion Media, Photography, and Film
Boong Tupavong - Graphic Design
Aleka Edwards - Motion Media
Caudill Miller - Project Manager, Advertising, Art Direction
Shiva Majidi - Brand Manager, Advertising, Art Director
Jessica Myler - Fashion Merchandising
Meg Thornson - Interior Design
The campaign presskit encourages the receiver to crack the code for this mysterious Joe Boxer Flasher who is EXPOSING himself all around town. Kit includes a photograph of the individual with QR Code on the boxers, a EXPOSable camera, notepad, confidential folder full of usefull information, and magnifying glass, and white gloves, and a bag of evidence (material samples of the criminal's boxer shorts).
As part of the campaign, a launch party was to be held at the KMart store in New York City. Joe Boxer Flashers would ride through the city on Branded Vespas, handing out invites, and getting the crowds excited for the big event.
At the party, guests could enter the #EXPOSEIT instagram photobooth, QR Code room, enjoy refreshments and food from cocktail waitresses wearing napkin skirts for guests to pull off, a Joe Boxer fashion show, and Boxer wearing Bouncers at the doors.
Website and Social Media to include Facebook with incorporated Flasher gifs, Twitter page, Instagram Feed, Slot Machine, and Scratch This promotion for Shop Your Way rewards.
In Store merchandising and OOH marketing
Using the handwritten UN repeat pattern as the running graphic and the famous Smily Icons, we developed a Visual Identity System for within the store. On the reverse side of the hang tags, an Underwear Barcode can be scanned, and links to Shop Your Way rewards can be found.
In addition, a line of holiday tags were developed that incorporated a range of emoticons and fun phrases.
Guerilla Marketing includes Whoopie Cushions, UNbrellas, Bus Wraps, 3D Mr Lickys at famous landmarks including the Chicago Bean, New Years Ball Drop, and the Rocky Sculpture in Philly, "food" truck, and more.
