“Covered” By CARHARTT
(spec work)
Carhartt only has hoodies, jackets, and windbreakers to keep you safe from nature's tears (rain).
So I decided to design an official weather accessory (in this case, umbrellas) for all to purchase to not only blow minds but emphasize the reliability, security, and durability of Carhartt no matter the scenario.
"Covered” By CARHARTT is inspired by a random joke I made about having a Carhartt Umbrella. Then come to think of it, they don't even sell umbrellas!
"THE ELEMENTS CAN'T STOP YOU WITH CARHARTT"
The materials create longevity while keeping you fashionable and protected.
"RAISE YOUR HEAD, HARNESS THE STORM"
Made for the women with grit. Face any challenge. Overcome life's storms.
COVERED
BY
CARHARTT
The official billboard for the campaign which will also have a digital nighttime version. This is how we can reel in fashion enthusiasts and everyday Carhartt stans.
The main billboard emphasizes that nature is unpredictable and unforgiving (hence the lightning strikes on an obviously sunny day lol) so why not be ready at all times?
OOH
Stop & Stare. Pose For a Pic. Or Share To Your Story!
A digital billboard installation meant to be displayed during the night!
Becoming weatherproof
Before official release, CarharttWIP consumers and fashion enthusiasts will be able to hunt an umbrella of their own for a limited time to be COVERED for free. Don’t worry its safe
STRATEGY
Carhartt WIP will select US states in which consumers can engage in the hunt. Users will sign up via form entering basic info along with their state/location.
Those who are in respective areas within the selected states will receive an image of a terraform style map with coordinate points of the umbrellas location.
BRENMAR x CARHARTT
Carhartts got you covered. Everywhere. In partnership with Brenmar, top providers of grocery supplies, bakery supplies, and fixtures, we’ll create durable and reusable umbrella bags and give boring dispensers a workwear twist
These will be placed by select bus stops, malls, storefronts, and supermarkets during Earth’s sad days for the ultimate convenience.
