Integrated Campaign | Sapanapro : Pure Knits
| Brief
This projects aims to elevate their living situation by creating a store brand for their fashion range. Additionally, it works to share the Red Dao culture which is embedded in their embroidery.
| Problem
Our target group prefers handmade fashion instead of the factory produced which is mostly produced by cold machines, as they appreaciate handmade work and handicrafts. At the same time, they are also looking for trendy clothes.
| Target Audience
Tourists who enjoy discovering and love handicraft fashion.
| Mission
Our mission is to apply Dao women’s needlework on winter apparels in order to keep people warm, also to let people know that Dao women are very warm hearted and wanted to keep the tourists warm from the bottom of their heart.
| Idea
Warm in every stitch :
We created a series of logos, icons and patterns based on our idea which is “warm in every stitch”. We want the consumers to know that everything that is sewn by Dao’s women is just not a simple art piece but also as a warm welcome to people who visits Sapa.
Logo
Our Pure Knit logo is illustration based and our logo shows a smiling Dao’s woman sewing. This means that Dao women sew every piece of their products by their own hand with a pure and kind heart.
Icons
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We pick 5 main icons from Dao’s traditional patterns which are human, bird, monkey paw and trees by using cross stitch as to replace the lines. The color scheme of the icons are based on warm color.
Patterns
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Our patterns consist of but Dao’s main traditional symbols and the background is in indigo in order to show the traditional culture of Dao women’s art pieces.
Products & Packaging
Where to sell : A pop-up store will be set up in one of the corners at the Destination GOOD booth in KLIA 2. Our products will be showcased on the manequins where our series of patterns wil also be printed on the platform.
Media
#Wrap Challenge
This is an activation idea that can break the barriers between each other with just a simple scarf. This event is to wrap one another in a customized long scarf to take selfies and post on Instagram. The scarf will be sewn with some warm greetings such as “Have a good day!”. After they’ve the challenge, we will lead them to our pop up store.
Instagram Profile : We have created an instagram account as a platform to update our new products and any upcoming or on-going promotional events.
Airplane Ambient
A huge line of greeting with our patterns will be sewn in indigo on the passenger walkway in the aircraft in order to make passenger feel warm and welcomed before their trip. Whenever the passenger get into the plane, the first thing they’ll see is the walkway. Hence, the warm messages that we wish to be brought up will be easily seen and we’ll get them to know that this art pieces is all done by the Dao women!
Live Stunt (Fashion Walk)
The live stunt fashion walk will be held in the waiting to board area of airport due to people usually feel bored at the moment while waiting to board. Hence, the models will be wearing winter apparels that have Dao’s patterns sewn on it and have a cat walk in order to showcasing to the passengers at the same time. At the end of the show, the designer of the patterns, who’s Dao’s women will walk out apparently and greet. After that, the model will walk towards the pop up store to lead the passengers to the store and have a look on the Sapanapro’s products.
