The PZ Cussons brand Original Source has been involved withsponsoring extreme sports for a year or two now, which is proving verysuccessful. Original Source are proud to be sponsoring this year’sMountain Mayhem event for the second year running, but this year theyare headline sponsor.
We pitched for the online work surrounding this sponsorship.However, knowing the brand as we do, we opened out the brief toOriginal Sources entire sponsorship calendar and attacked the brief asa extensible, versatile platform which can speak as an enthusiast, toan enthusiast and aim for long-term consumer recognition of thevalidity of the sponsorship. Basically to make people really believethe truth that Original source are really passionate fans of the sportsthey are involved with.
We pitched an online periodical-style magazine, which has theeditorial feel of the quarterlies and the ethos of quality throughout.No hard sell. Just content delivered enthusiastically by the brand.
This platform, attack and ethos would then be extensible to theother activities and sports and the marketing and link strategy wouldbe that the magazines would be discreet in terms of marketing butcontained in an umbrella brand-related URL.