Grown EyewearTable Of

Contents:

1. Concept/selling idea

2. Taglines3. Print ad4. Out of home/

support ad5. Radio ad6. Tv commercial7. New media8. Conclusion

By:Andrew Carrillo

Garrett RauMelissa Van Brunt

Selling Idea

The concept:

Grown Eyewear is to employ the selling idea of the natural wood used for the eyewear and the love it spreads by helping

others.

What are we really selling?

Grown Eyewear is selling a sociably responsible lifestyle and the feeling of belonging to a specific community and culture.

TaglinesSustainable Natural Love

Responsibly Sustainable eyewear.

Sharp Crafted Sustainable Shades.

Supporting A World Of Sustainability.

Naturally Sustainable Shades.

Cultured Sustainability.

Growing A Sustainable Lifestyle.

Passionately Crafted, Sustainable Eyewear.

Leading A Lifestyle of Sustainability.

Fit for Sustainability.

Restoring Sight With Sustainable Eyewear.

Natural Protection.

Growing Natural.

Natural Grown Love.

Natural Durability.

Naturally Good Looking.

Natural Eye Appeal.

Quality Is Natural.

Sustainable Love.

Growing Love.

We Love To Protect.

Made With Love.

Vision Of Love.

We Love To See You Live.

With Love, From Us To You.

We Have Grown To Love.

Our Tagline:

SELLING (BIG) IDEA: Selling the idea of natural wood and the love it spreads by helping others. NATURAL.

GROWN. LOVE.

AD FORMAT: The ad format is a narrative which tells the story of what Grown Eyewear does and wants

to accomplish.

ILLUSTRATION/VISUAL: The image present in the Ad is Grown’s own established wooden-framed sunglasses.

Within the sunglasses, there is a visual of a child who received eye restoring surgery from profits received from a sold pair of Grown sunglasses.

HEADLINE: Look good while doing good.

SUBHEAD: Sustainable organic sunglasses that give the gift of sight.

BODY COPY: Handcrafted organic eyewear that provides sight-restoring surgery for 1 individual or eye exams for 12 children. Grown Eyewear looks to restore vision in parts of the world where eye care is negligible. We want the vision of Grown Eyewear to be seen around the world;

Grown Eyewear is NATURAL. GROWN. LOVE.

TAGLINE: NATURAL. GROWN. LOVE.

CTA: See our vision at growndesigns.com

RESPONSE DEVICE: growndesigns.com

OTHER: Logo on the top and a “Grown Vision” design on the bottom right corner.

DESIGN: The Ad’s emphasis is on the visual. The visual explains what the company is all about

without any words; it supports other components of the ad to achieve the intended communication impact. It brings in the reader and makes them want to read on. It is very

big because it is the main focus of the ad in comparison to the other elements. Usually the headline is on top, but we decided to put it on the bottom because the visual is the main attraction of the ad. The ad flows smoothly with soft natural colors giving the feel of the sunglasses, since they are made out of wood. The ad takes you from top to bottom in a

straight line. There is no wasted space in the ad and the ad is very balanced. The ad draws you in with the visual and keeps you there with the message of the copy.

Print Ad

Print Ad

Out Of Home/Support Ad

Grown Eyewear: Out of Home / Support Media: Alternative and Transit

    For Grown Eyewear we have chosen two forms of Out of Home / Support Advertisement to ensure that brand recognition is executed along the geographical areas in which Grown Designs in targeted at. Because our target audience are individuals who are aged 15-35, with a median age ranging from 18-25, and who live along the coast (e.g., California and Australia), we believe that our alternative and transit advertisements will reach the masses within these areas. Our first form of advertisement employs that of alternative: advertisements placed on lifeguard towers. This type of alternative advertisement is currently available only in Southern California. Statistics pulled from National Outdoor Media states that advertisements that are placed on lifeguard towers reach about 60 million annual visitors along the Southern California Coastline. By placing the advertisement on the lifeguard towers, many individuals will be exposed to Grown Eyewear. Beach advertising is limited and confined, so by placing our advertisement on the only area where it is permitted, many individuals will see it and become curious to explore what Grown sunglasses are all about. Placing the advertisement on the lifeguard towers will show relevantly to the geographical area of our target audience and employs our tagline “Natural. Grown. Love.”; our tagline resonates in this area because the beach atmosphere and those who connect with it are seen as individuals who are natural, free spirited, and loving; these individuals are the true creations of mother nature. Our secondary source of Out of Home / Support Advertisement is transit advertising. We have decided to employ the use of advertisements placed on the exterior of the buses. Bus advertisement has the ability to reach the public masses with the intended message. This will be a great tool to utilize in central areas of major cities and areas near the beach where lifeguard advertisement is currently not offered (i.e., Australia). Transit advertising is a wonderful way to expose our target audience, as well as those outside our targeted consumers, with our intended message. Because transit advertising is a form of unavoidable exposure (exposing individuals to our message by them just being in a specified area), the curiosity of the brand will be employed as its own “Call-To-Action”, having individuals explore our brand through our website and our social media platforms.

 

Out Of Home/Support Ad

The advertisement is a pair of Grown sunglasses with our

tagline “Natural. Grown. Love” branded on the

product. The caption in the top left corner reads “ Organic eyewear that

flourishes on Love”; this reassures our commitment in the brand that it is created off the love of the environment and by “spreading love to

help others.” The advertisement takes on the

“artsy” approach which embodies the culture of the

beach atmosphere and being along the coastline.

Radio AdFormat:

Situation / Pitch

SFX: Splashing waves

SFX: Rustling leaves

SFX: Birds chirping

SFX: Children Laughing

MVO: Stop!

SFX: Silence for 2 seconds

MUSIC STARTS: Soft acoustic

MUSIC STARTS: Soft acoustic

MVO: We never take the time to listen to the beauty around us. The splashing waves. The rustling leaves. The birds chirping. The children laughing. These are all the things we take for

granted. With our busy lives we take a lot for granted these days. Even something as simple as our eyesight. Grown Eyewear is trying to help with this. Taking the gifts that Mother Nature has

given us, Grown Eyewear uses wood to create beautiful sunglasses; these sunglasses are literally grown from mother earth and each purchase helps someone in need.

Jen: Grown Eyewear has given me my eye sight back.

FVO: That was Jen, a ten-year old girl that lost her vision at a very young age. All that was needed for Jen to regain her eyesight was the purchase of a pair of Grown sunglasses. Joe, from

California, has given her this gift.

Jen: I never thought I would see again.

MVO: That’s right. Grown Eyewear gives back with each purchase of sunglasses. How would you like to help? All you have to do is go to GrownDesigns.com and you can give back to

someone what you have taken for granted for so long; your vision.

Jen: Thank you Grown Eyewear. You are Natural. Grown. Love.

FVO: Just go to w-w-w-dot-growndesigns-dot-com to see our vision. Look good, while doing good. Give the gift of sight back to those who need it most.

MUSIC FADES.

This Radio spot will play on Power 106 FM, which plays rap and hip-hop music and caters to 14-26 year olds. It will also play on 106.7 KROQ, which plays alternative rock and caters to 14-30 year olds. This demographic is social conscious and also interested in style. The ad will also play on KOST 103.5 during the holidays because they only play christmas music and will cater to people buying presents for others during the holiday season. They will be able to purchase a pair and also notify that they helped others in need. The best time for this radio spot to play is morning time when this demographic is on the way to school listening to the radio.

TV CommercialGrown Eyewear“See The Beauty Around Us”Copywriter:Format: Slice / Visual - Show the product / Share the story.One-liner: Child and teen on the beach taking in the beauty of nature.

VIDEO (ALL CAPS) AUDIO (Sentence Case)

FADE IN:

SIGHTS OF THE OCEAN, BEACH, AND TROPICAL FOREST.

CUT TO:

SMALL, POOR CHILD AND A TEEN STANDING TOGETHER ON THE BEACH.

CUT TO- MS:

TEEN PUTS HIS ARM AROUND CHILD.

CUT TO:

CHILD LOOKS UP AT TEEN WITH A SAD LOOK ON HIS FACE.

FADE OUT- FADE IN:

TEXT THAT READS,“WE GIVE CHILDREN THE ABILITY TO SEE AGAIN.”

CUT TO:

TIME LAPSE OF TREES GROWING IN THE TROPICAL FOREST.

FADE IN:

TREE FROM THE TROPICAL FOREST BEING CUT DOWN.

DEEP PIANO INSTRUMENTAL

SFX: Waves crashing into the shore, wind blowing through trees, and seagulls chirping in the distance.

CHILD: What are all of those sounds?

TEEN 1: That’s the sound of beauty around us.

CHILD: Will I ever be able to see the beauty around us?

VIDEO ( ALL CAPS) AUDIO ( Sentence Case)

FADE IN

TEXT THAT READS, “ALL IT TAKES IS ONE PAIR OF NATURAL, GROWN SUNGLASSES.”

CUT TO:

PAIR OF GROWN SUNGLASSES BEING HAND CARVED FROM A BLOCK OF WOOD.

CUT TO:

TEEN AND CHILD ON THE BEACH. TEEN WITH A PAIR OF GROWN SUNGLASSES ON, LOOKING OFF INTO SUNSET.

FADE IN:

CHILD WHO IS NOW A TEEN AND YOUNG GIRL STANDING ON THE SAME BEACH.

CUT TO-MS:

TEEN SMILING WITH PAIR OF GROWN SUNGLASSES ON.

FADE IN-MS

YOUNG GIRL

FADE OUT- END CARD

TEEN: One day... One day.

YOUNG GIRL: What are those sounds?

TEEN 2: That’s the sound of beauty around us. ANNOUNCER: With each purchase of Grown Sunglasses you provide a child in need of sight restoring surgery, giving he/she the ability of sight.

YOUNG GIRL: Thank you for giving me the ability to see again.You are, Natural. Grown. Love.

WE GIVE CHILDREN THE ABILITY TO SEE

AGAIN.

Sights of the ocean, beach, and Tropical forest.

Small, poor child and teen standing together on the

beach.

Teen puts his arm around child. “Text”

ALL IT TAKES IS ONE PAIR OF

NATURAL, GROWN SUNGLASSES.

Tree from the Tropical forest being cut down.

“Text” Pair of Grown sunglasses being hand carved from a

block of wood.

Teen and child on the beach. Teen with a pair of Grown sunglasses looking

off into the sunset.

Child who is now a teen and a young girl standing on the beach.

Teen smiling with a pair of Grown sunglasses.

Young girl End Card.

TV Commercial

New Media New Media-YouTube

Grown Designs has already begun to establish itself through many social media

platforms including, Facebook, Twitter, Instagram, and Pinterest. Using all of these

together has helped them gain notoriety, while keeping their advertising cost low.

Another new media platform that we feel Grown can capitalize on is YouTube. YouTube

is a way for us to make our brand completely transparent. Some of our greatest

attributes are that our product is 100% natural, sustainable, and gives help to children

that need eye surgery or an eye exam. We want to show people that we have nothing to

hide, and that when they purchase a pair of Grown Eyewear they are getting exactly

what we say they are getting. Our customers will be able to see what is going into our

sunglasses, and whom their purchases are affecting. We do this by providing them with

behind-the-scenes content; this shows them where we get our wood, how the

sunglasses are made, and all of the children’s lives that have been changed from

peoples purchases around the world. YouTube will also give us an opportunity to make

our brand more interactive. It is an easy, relatively inexpensive way for us to produce

mini commercials highlighting giveaways, links to secret sales on our website, and

promo codes to enter at checkout. Another way to maximize the use of YouTube is to

answer customer questions. We can make the customer experience completely

interactive by fielding live questions from our Twitter feed and answering them via

YouTube. By making our brand completely transparent it puts our customers at ease and

makes them believe that we are a brand they can trust. Our customers will feel like they

are part of the brand and that they can feel good about representing it. All of these

factors will lead to an increase in brand loyalty, popularity, and earning potential.

New Media

Why it Works?Our campaign for Grown Eyewear works because it keeps consistency with

employing our overall selling idea of the natural wood used to create the sunglasses and the love it spreads by helping others. All of our advertisements execute this idea and bring to light that the product is created on the basis of nature and love; without

the two ingredients Grown Eyewear would not be able to successfully raise awareness for what its intended cause is. Our consumers are individuals who intend to live a meaningful life, and to make an impact on the world; by joining the Grown community they are able to do just that. Our campaign uses transparency in our

product to show our consumers what the brand is really about, and gives them an opportunity to share the “love” embroidered in Grown Eyewear.

We took the opportunity to emphasis our message of “Natural. Grown. Love” by showing potential consumers what the impact of one individual’s “Love” can do for a child in need of an eye-restoring surgery or 12 children in need of eye exams. Our

hopes are to have individuals collaborate as a community under the ideals of Grown Eyewear and spread their “Love” around the world, by touching the hearts and eyes

of those who are less fortunate.