ALL IN
Siena Ling
What is ALL IN?
A campaign for the everyday runner, it brings awareness to the environmental detriments of sportswear marketing and production, especially with issues surrounding overconsumption.
Why Running?
In the past few years running has had an increase in popularity and is now seen more within social media and fashion trends. And with this there has been an influx of emerging trends in advertising and social media.
The advertising trends in running campaigns have begun to have an editorial look and with the prevalence of fast fashion, a constant rotation of colours and new “must haves”. Both production and consumption of goods have grown, this has a detrimental effect as sportswear is typically made of materials that cannot decompose.
ALL IN BRANDING
The campaign:
- A reflection of personal spending habits.
- Making informed purchases.
- Understanding the environmental impacts of overconsumption.
In order to achieve this the campaign exists in the form of promotional posters, social media presence, and website.
Naming and Wordmark:
The name ALL IN was inspired directly from the term “going all in” as heard often in casinos, and similar gambling type scenarios. And the idea of putting your all into a activity, sport, project.
It has the high energy seen in many existing sports branding campaigns, while alluding to the dangers of overconsumption.
Uses type face and treatment seen often in existing sports brands.
The Logo:
Similar to the wordmark, the logo is intended to keep the same energy and visual feel to that of existing running and sportswear brands.
While also alluding to awareness of overconsumption and production, hence the multiple sunglasses.
Social Media + Website
Social Media
With social media presence, the intention is for the ALL IN profile to appear as a trendy running sportswear page. Using a combination of photography and graphics similar to existing running trends. Keeping a more muted colour palette with pops of red. Consumers will enter the page for the visual aesthetic, but upon closer inspection, be prompted with CTA’s which ask them to reflect on purchases, what they want to buy and what they are choosing to buy
With the social media posts, it was not just about showing overconsumption through, posts about the number of items adding up, but about the environmental detriments. Encouraging consumers to learn about what they are buying exactly. Knowing not only the materials used and where it is manufactured, but how the chosen materials are used and the conditions of production.
Website
With the website provides, a more head on approach to reaching the consumer. More direct information, a place for the consumer to go once they have been intrigued by posters or social media.
