Full advertisement campaign concept, design, and research
Country Socks
Project Details
Senior Project
Jun, 2016
Tools
Adobe Illustrator, Adobe InDesign, Adobe Premiere, DSLR Nikon Camera D
Creative Field
Editorial, Advertising, Full Campaign, Case Study, Social Media Advertisement, Video Ad., Billboard, Photo & Videoshoot
Country Socks was my Advertising Major Senior Project. We had to pick a brand/company product to create a campaign with a full market plan and case study. To view the Case Study of this project, click here.
I chose Country Socks because it was a challenging product; Socks. I thought it could be fun and interesting to get creative with it. I also fell in love with the concept as it was a new one in Lebanon and no one else sold ONLY socks, not any socks; they sell different types of socks that are stylish and medical. Therefore, in my pitch I prepared a creative teasing introduction to the product I was presenting to hook the audience and to be able to educate them about the different types of socks they sell.
![Transparent Socks - Pitch [Teaser]](http://www.zassaad.com/wp-content/uploads/2020/05/Transparent-Socks-Teaser.jpg "Transparent Socks - Pitch [Teaser]")
Teaser
This was the visual I used at the beginning of the pitch.
This was printed onto two separate sheets; the first was the revealed image printed on white paper, and the teasing part (which is the shoes only) printed on transparency sheet.
Here, on the left you will find the girl is wearing her shoes and the concept of the product is not clear.
Later, after I lifted the transparency sheet the shoes was off and socks showed. This is how I introduced what my product was.
![Transparent Socks - Pitch [Revealer]](http://www.zassaad.com/wp-content/uploads/2020/05/Transparent-Socks-Revealer.jpg "Transparent Socks - Pitch [Revealer]")
Revealer
Socks Laundry Rope
After revealing my product, I hung up a laundry rope with socks hanging just like the image here.
Booklet Design
Briefly, Country Socks is a new concept store based in Beirut, Lebanon, it was launched in November 2015. They only sell socks and they have them for men, women, and kids in all sorts of sizes and designs. However, not any type of socks; they have specific ones, their favorite is Cotton and it comes in 4 different types; Bamboo Cotton, Leaf Cotton, Cool Max Sports Socks, and Diabetic Socks. The basic rule of socks is simple; color of your socks should match the color of your outfit. The goal here was to educate the public on how to be daring and fresh. This will teach consumers how to innovate with the products. In this campaign I focused more on the brand itself.
The campaign concept was; “What is the most personal thing to you? Socks is usually something very personal, you wouldn’t just take off your shoes in front of anyone unless you’re in a place you feel comfortable and/or safe as; home. The concept focused on this personal matter and how it would be when you are with someone dear, or special, or you care about, and even someone precious. Togetherness is something priceless, and you would definitely share personal things with those special and dear people. Because of using these types of socks; the consumer will now feel completely comfortable to take off their shoes and sit freely with their unique socks on in front of their partner, that could be anyone; friend, kids, lover, family, or just anyone.
Therefore, by this concept the USP (Unique Selling Proposition) is togetherness and getting together. Together for one. And the slogan for this campaign “It Takes Two to Socks” just like “It Takes Two to Tango” the slogan I went with would be so familiar to the audience and would explain the slogan matching with the visuals. Two, Togetherness, Love, Free, Fresh!
I ended the pitch by asking the audience to find a gift under their seats, where I placed Country Socks’ socks for each one. The audience reacted so well to this and actually created a more fun environment because they even started exchanging with each other the color that suits each one! By the end everyone was happy. By giving them gifts and doing it in this way, and not just handing them out, will definitely leave an impact on them and it will be memorable.
Advertisements
Campaign Visuals
In this project, I did the full research, market plan, case study, designed the booklet, did the photo shooting and the video shooting for the TV Advertisement, Campaign and Advertisements visuals and mockups where also my responsibility to create. I was fully passionate and excited about this project, and it turned out great.
Campaign Video Advertisement
Created this Video Ad for the campaign I was proposing for Country Socks at my Senior Project Pitch. It was filmed and edited by me; Zeinab S Assaad
More projects
