Silknode
"Different Threads, One Weave"
Creative Brief
Company:
Silknode
Product:
Web platform, Creative blogging, forming connec-tions, selling products
Competition:
Arena, Pinterest, Tumblr
Media:
Print, Out-Of-Home
Product/Service & Market Background:
Silknode is an idea to the consumer. Silknode is in the introduction phase, a business will often invest a lot in advertising to make consumers aware of the product. Even enthusiastic users only have a conceptual under-standing of the platform during this period of A/B testing. The goal of this campaign is to unalienate Silknode to the consumer; giving the brand a personality or an image to connect with the product. I want a viewer to see this documentary and feel a sense of trust, comfort, and emotional connection to the brand.
Business/Advertising objective:
To create earned Marketing, brand awareness for new Users. Another objective is to create media that realizes the platform, people, & purpose of Silk.
Top Ideas:
- Authentic relationships, digitally redefined
-When play takes over
- Different threads, one weave
