Advertising Campaign – Crumpler

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Hypothetical Brief:
Create a Crumpler ad campaign to promote its new range of bum bags by presenting a single-minded proposition that would successfully appeal to university students.

Two campaigns were created to answer the brief.

Ad Campaign 1:

Adshel placement
Full page magazine advertisement

The single-minded proposition developed was based on the idea of being brave in your everyday life and doing activities that are freeing and at the same time challenges you. The Millennials today like to make bold statements with the uniqueness of their appearance and style. Consequently the ad campaign to convince them to buy a Crumpler hip pack lies in its unique form and the argument that one needs freedom of movement in order to not feel constricted and do the things that are daring in life.

Quarter page newspaper advertisement

The first ad idea depicts famous paintings of heroic individuals – Napoleon, David slaying Goliath, French Revolutionaries. They are seen wearing Crumpler’s hip pack in their moment of bravery which suggests that the hip pack allows the individual to be heroic and brave while at the same time holding all their possessions.


Ad Campaign 2:

Bus shelter advertisement
Digital billboard placement







The second campaign advertisement would be placed in sequential order and plays on the idea that the hip pack fights for your movement not just from a physical perspective but from an ideological sense as well.

Targeting Millennials on a university campus, the first ad idea of using existing old masters paintings will appeal to those students who are studying the arts, history and humanities subjects on campus. The second ad would appeal to students with strong political views and sense of justice.

Full page magazine advertisement