Shinola

Project Partner: Zoma Lin

Campaign Objective

1. Increase the sale of Shinola domestically

2. Restructure and reinvigorate the brand image

Insight

Detroit was once the engine of America, it’s time to ignite it again. The younger generation used to represent the future of America, but today this feeling has been lost. Shinola and our young audience can be the beacon for the reinvigoration of not just the lost Detroit identity but of the empowerment of young, hard working and unique men and women of America.

Concept Statement

Analogue Hustler

Identifying goals that are important to you and putting your heart into pursuing them, is what the American Dream is about. It is the belief of hope, hard work, and the recognition of self worth. Shinola is not just a finely-made time reminder, but an anchor of who you are and what you represent.

Other Project Components

• Current Branding and Exploration

• Target Audience

• Linkage to the brand

• Strategic idea

• Media Plan and Flow Chart (Radio, Billboards and Social Media)