1. Provide your campaign Theme and Directive Words.
The theme of my campaign weaves the classic nostalgic elements of the brand’s legendary historic beginnings with the cool, clean, current vibe in the culture of today’s target audience.
Directive words are Fresh, Classic, and Fun
2. Submit your script.
Introduction (approx. 5–15 seconds):
Hi I’m Marcia Coles presenting a new brand vision for MNii, an atypically fashion forward Surf Apparel brand that is not made for the usual 12 to 20 year old surf crowd. I chose MNii because it has an interesting history that grabbed me right from the takeoff.
Campaign Development (approx. 2–3 minutes):
The story of M.Nii began in the 1950’s when Minoru Nii, a local tailor right off the beach in Makaha, Hawaii designed and built the very first pair of boardshorts: the bulletproof Makaha Drowners to withstand surfing the powerful waves. In 2012 the original M.Nii brand was revived. The exact patterns and excellent methods of construction used by the tailor, are used now in a line of clothing that includes the trunks, as well as a full line of classic laid back casual clothing.
While the company’s name, concept and products have been well received; the iconic brand needs a vision for the future. The current brand is aimed at a very narrow target audience. A focused rebranding of the brand will build brand awareness, elevate its image and exposure, and position M.Nii to be more competitive in commanding its share of the surf apparel market sector.
Over the last decade the number people in America who surf has increased to over 3 million. Driven by trends toward healthier, more active lifestyles, with older demographics and women increasingly joining the lineup and with the sport swelling internationally, analysts predict that by 2017 the global surf industry will generate more than $13 billion. And you don’t have to surf to love the lifestyle.
The new MNii brand is focused on a target audience that is affluent 25 to 45 year old men and women. They are healthy, fit, educated and responsible. Most importantly, they love having fun. They also love the environment, want to take care of it and to give back. The new MNii brand vision includes a strong tie to the Surfrider Foundation, dedicated to the protection and enjoyment of oceans, waves and beaches through a powerful activist network.
MNii uses the tag that Minori Nii the tailor sewed into his Makaha Drowners as a logo. It is very cool, and has recognition value, so it shouldn’t be forgotten. It also has a lot of unnecessary detail in the graphic that is hard to duplicate. The new logo conveys the brand’s identity clearly, with elements from the old logo, and nothing extra. The font has a fresh retro feel to it, but is simple, modern and clean. An old school long board, with “stringers” down the center that echo the stripes in surf clothing style. The stylized hibiscus flowers dotting the “I”s are drawn in the classic Hawaiian style.
Marc Chagall said, “Color is vibration like music”. The new brand utilizes a rich full color palette to create good vibes. The intensity of the colors is slightly muted to give the soft effect of vintage Hawaiian postcards.
The font used in the new logo and as a headline font has a retro look that gives a nod to the vintage logo, but has a sophisticated feel. The subhead font is playful and free spirited. The text font is clear, modern and easy to read.
The images include vintage Hawaiian photos, posters and relics, and new photos of surfers riding big curling waves, as well as beautiful images of folks relaxing and playing in exotic beach locations.
The design reflects the dualities in the theme of the campaign: old and new, charged and relaxed. The subjects in the photos are active, hip looking people having fun, but the treatment of the images give the pieces a cool, laid back, vintage feel.
The motion and sounds also convey the brands contrasting characteristics. Classic surf rock and roll music has a fun upbeat sound that is kind of mellow. Motion is set in time to the music.
MNii’s Website is the hub of the brand’s identity. It is fun, interactive, constantly growing and changing. A mobile app tracks events, and locations. Interactive Social media platforms thrive on causes that give folks a chance to give back. An earth and social conscious MNii tribe loves to get involved. The new MNii brand encourages interaction and builds the tribe with participation in fun local events like beach cleanups, and surf camps for disadvantaged kids. An annual Hawaiian Vacation Sweepstakes also creates a buzz.
Conclusion Summary (approx.10–30 sec):
This brand vision builds an MNii tribe and address the contrasting characteristics that are the heart and soul of MNii. Weaving the classic nostalgic elements of the brand’s legendary historic beginnings with the cool, clean, current vibe in the culture of today’s target audience.
A cohesively integrated identity with exposure spread across multiple media platforms build strong web and social media presence and promote online shopping. Print ads and outdoor advertising formats bring it all together.
The M.Nii brand represents an important part of our cultural history. It has a story to tell, and aloha to spread.
3. Provide any additional information that you think is necessary for us to understand your submission.
I think all will be made clear with the visuals that will be in the video. Thank you for reviewing my work, I welcome all of your ideas, thoughts and criticisms.
