A CAMPAIGN BOOK BY: BRANDT HAMILTON

TABLE OF CONTENTS

3 THE BRIEF

4 MOOD BOARD

5 SWOT ANALYSIS

6 INSPIRATIONS

7-8 DIGITAL AND PRINT

9-10 DEMO SAMPLES

THE BRIEFFrom the iPhone, to Dion Sanders, to the Dorito’s Locos Taco, it’s clear that Ameri-can’s love things that can accomplish multiple tasks. Leatherman is a multi-purpose tool company that embodies this rich American tradition. Created in 1983 in Port-land, Oregon, Leatherman’s multi-purpose tool has customers as varied as its uses. According to the website, Leatherman tools can be potentially used for “Extreme Sports, Do It Yourself Projects, Outdoors, and Emergencies.”

IDENTITY

WHO USES Leatherman and love it for it’s reconstructive capabilities. Though I cannot say with

pocket right now.

PROBLEM

PROPOSAL

They have so many POTENTIAL uses, such as extreme sports, but fail to attempt to appeal to those who participate in extreme sports. That’s no better than the way the the As-Seen-On-TV product “The Tortilla Bowl” works as a dessert cake pan. EXPLAIN YOURSELF.

Instead of just making the claim that a Leatherman could be used for extreme sports

is built for skateboarding than literally building an enormous skateable Leatherman tool.

MOOD BOARD

LEATHERMAN WOULD BE A DOG PERSON

LEATHERMAN WOULD BE A SKATEBOARDER

LEATHERMAN WOULD BE A BIGFOOT ACTIVIST

LEATHERMAN WOULD BE KOBE BRYANT

LEATHERMAN WOULD BE CHARLIE KELLY

BECAUSE WILDCARD... BITCHES.

UNLIKE CATS, DOGS ARE EXCITED ABOUT THE WORLD OUTSIDE, AND RARELY SPIT OUT HAIRBALLS. LIKE LEATHERMAN, DOGS ARE READY TO GO EVERYWHERE, AND AREEXCELLENT AT SAVING CHILDREN FROM WELLS.

SKATERS SEE THE WORLD DIFFERENTLY, AND IT’S NOT JUST BECAUSE OF THEIR VEHEMENT POTT USE. TO THEM, STAIRS, HAND RAILS, AND CURBS FORM THE PER-FECT PLAYGROUND. AS WE HAVE LEARNED FROM TONY HAWK’S PRO SKATER, THEY CAN FIND A WAY TO DO WHAT THEY LOVE ANYWHERE.

KOBE BRYANT HAS OVERCOME A TORN ACHILLES, THE BOSTON CELTICS, AND MULTIPLE DIVORCES WITH HIS WIFE VANESSA. THE MAN CAN’T BE STOPPED. ON THE COURT, HE’S VERSATILE WITH FIERCE POST MOVES AND AN UNGUARDABLE TURNAROUND JUMPER.

BIG FOOT ACTIVISTS DON’T NEED THINGS LIKE “LOGIC” OR “SCIENCE” TO GET THINGS DONE. BEARDED AND FLANNELED, THEY NEED ONLY THE BEAUTY OF THE GREAT OUT-DOORS TO INSPIRE THEIR SEARCH FOR THE UNKNOWN.

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATSTHE BIGGEST THREAT FACING LEATHERMAN FROM SKATEBOARDERS IS THAT SKATERS DON’T TRUST PEOPLE. MULTIPLE COMPANIES TRY TO APPEAL TO SKAT-ERS WITHOUT UNDERSTANDING SKATING FIRST, AND IT LOOKS BAD. STYLE IS EVERYTHING. YOU CAN’T FAKE IT.

THE ONLY SKATE SPECIFIC TOOL ON THE MARKET IS THE “T-TOOL.” MUCH LIKE THE LETTER “T,” THE T-TOOL HAS LIMITED USES. LEATHERMAN IS SIG-NIFICANTLY MORE VERSATILE AND CAN AID A SKATER BEYOND THEIR BOARD.

THE LEATHERMAN TOOL LOOKS LIKE AN ENORMOUS SKATEABLE OBJECT. FURTHERMORE, LEATHERMAN’S HOME, THE PACIFIC NORTHWEST, IS A HUB OF EXCELLENT SKATE SPOTS AND SMALL MARKET SKATERS DE-PRIVED OF BIG NAME SPONSORS.

BASED ON THE LACK OF INFORMATION ON THEIR WEBSITE, WE CAN ASSUME THAT LEATHERMAN DOESN’T ENTIRELY “GET” SKATERS JUST YET... BUT THEN AGAIN WHO DOES?

ME. I DO. I SKATED FOR 7 YEARS. HIRE

INSPIRATION AND ATTACK PLAN DURING A SHOWER IN WHICH I WAS PONDERING HOW TO MAKE LEATHERMAN APPEALING TO SKATE BRANDS AND DEFINITELY NOT CRYING BECAUSE I WAS STRESSED, I REALIZED SOMETHING. EVER SINCE I HAD BEGUN SKATEBOARDING, THE WORLD HAD APPEARED DIFFERENTLY TO ME. STAIRS ARE NO LONGER JUST STAIRS, THEY ARE GAPS. LEDGES WITH SKATE STOPPERS BUM ME OUT, EVEN THOUGH I HAVE NO INTENTION OF SKATING THEM. TO SKATERS, EVERY-THING LOOKS LIKE AN OBSTACLE. UPON LOOKING AT THE LEATHERMAN TOOL, I REALIZED IT LOOKED COMPLETELY SKATEABLE. IN ORDER TO REACH THE SKATERS, I CONCLUDED THAT LEATHERMAN MUST MAKE A SERIES OF ENOR-MOUS SKATABLE TOOLS AND HOLD DEMOS THAT FEATURED BOTH FAMOUS PROFESSIONAL-ANDLOCAL SKATERS.

For the Social Aspect of the Leatherman Skate Campaign, Leatherman should host a contest on the popular skate website theberrics.com. It should consist of skaters around the world creat-ing obstacles using Leatherman tools and then filming themselves skating them. The top three skaters will win the opportunity to skate at one of the giant Leatherman Tool demos, with the winner also becoming “Sponsored”

DIGITAL WHEN I SKATED, THERE WAS ONE WEBSITE THAT I VISITED DAILY. UNLIKE TODAY, THAT WEBSITE WAS NOT OKCUPID. IT WAS “THE BERRICS.” ALL SKATERS GO HERE. IT’S HOSTED BY PRO SKATERS, AND FEATURES MULTIPLE

CONTESTS FOR AMATEUR SKATERS. THE CONTEST SHOULD CONSIST OF AM-SKATERS CREATING AND SKATING OB-STACLES THEY BUILT USING LEATHERMAN. WINNERS OF THE CONTEST SHOULD GAIN THE ABILITY TO SKATE ONE OF THE ENORMOUS SKATEABLE OBJECTS AT ONE OF THE DEMOS AND GET “SPONSORED.” ALL THIS WOULD REALLY MEAN IS THEY GET A FREE TOOL, BUT WHATEVER, SKATERS LOVE HEARING THAT THEY’RE SPONSORED.

WHY PRINT

WHEN I WASN’T SHREDDING A MINI-RAMP, ON THE BERRICS, OR EATING PAINT CHIPS AS A TEENAGER, I WAS READING ONE THING AND ONE THING ONLY: SKATE MAGAZINES.UNLIKE THE MAJORITY OF THE WORLD, SKATEBOARDERS CONTINUE TO BE HOOKED ON PRINT MAGAZINES.

WHY THE NORTH WESTA LARGE POR-TION OF SKAT-ERS WILL BE DRIVEN TO THE DEM-OS BY THEIR PARENTS. IN THE PACIFIC NORTHWEST, MANY FATHERS OWN LEATHER-MAN TOOLS, AND WILL BE EAGER TO BUY THEIR SON OR DAUGHTER A TOOL THEY CAN TRUST.

ENORMOUS SKATEABLE OBJECTS

THE OBSTACLES CREATED FOR THE DEMOS SHOULD HAVE VARIETY, AND BE BUILT USING ONLY LEATHERMAN TOOLS IN ORDER TO SHOW HOW THE TOOL IS ABLE TO EFFECT THE SKATE ENVIRON-MENT AS WELL AS THE BOARD. ALL TOUR DATES ARE IN THE SPRING IN ORDER TO AVOID BECOMING RAINED OUT.