Broad Street Bullies Creative Brief
Broad Street Bullies
Broad Street Bullies is a group that has strong values of Community, Wanderlust, and Belonging. They are seen as a nuisance to Richmond and the face of traffic disruption. Through our research, we learned it is the opposite. They aim to come together as a community to protect each other and ride safely within the city while enjoying the company of others.
Ambitious Trail Blazers
Discoverer of City Gems
Problem
Light Travelers
The Work in Progress line struggles to relate to our target’s values, though it suits their needs and style preferences
The Ask
Study the subculture Broad Street Bullies and determine which brand can gain their attention
Objective
Shape carhartt’s work in progress line as the go-to brand for everyday essentials
Target
The Brand
Team
Rachel Spiller
Nick Molnar
“If everyone dumped out their bags, how different would they look?”
Insight
We Shape the Bag We Carry
Strategy
Embrace the Journey of everyday life and how the items we carry with us shape our adventures
#Whatsinmybag tiktoks from individuals that are representative of our target
Thought Starters
Interactive web/print look book collection showcasing how consumers use their bags/what is in them
Print/social campaign highlighting urban commuters and their daily journeys