The final Brief for Athletes World

Our Insight: Everyday is a challenge for a teenager (in their view e.g. I deal with my parents, my girlfriend, making ends meet and etc).

We want our target to believe that Athletes World helps you GEAR UP for daily life.

from clothes to shoes.

Here's how we got there.

In the Kingdom you are defined by:

1) Looks
2) Athleticism
3) Clothes.
4) Group you belong to with your clothes.
5) Attitude. Being the Alpha male in the crowd. Being able to spend money on your honey. FACING LIFE'S CHALLENGES.

We are all coming online on friday between 10-3 to start working on the creative.

Nancy will be executing the creatives.

Here was an idea we came up with for the TV ad.

Music beats following his steps

Gets up in the moring. Puts his bag down and starts tying his shoes. Gets up. Zipps up his hoodie and starts walking. His footsteps start making paint ambient splatters. He walks out of the house and little sparks of colours flow behind him. Cut shot to him opening the door of the jungle (school). Walking past different animal groups in the animal kingdom. The girls laughing like hyenas. The girl doing a corn rost on the boyfriend like a monkey behind each other. He bumps into someone and little bit of colour drips off. Then he bumps into his friend and similar gear and the colour floats onto him. Then he nudges a girl. Then she blushes and colour fades from face and runs all over her. Once he leaves she still looks at him. Then he sneaks into the class and takes off headphones (background music stops). Teacher says Jason and he says present. She looks and nods. And then the music comes back. Fade to black and logo: Athletes world. Tag: Gear Up.

Extend that to packaging.