BACKGROUND
Closca is a brand of bicycle accessories from Barcelona. It manufactures helmets and bottles for bikers but in an innovative way. They are inspired by design and comfortness for those who ride bikes for a daily commute, not as a sport. A thermic bottle with a special type of glass inside and a different mounting system with a funny shaped foldable helmet.
Basically, nice and elegant accessories.
But on its posts in social networks, Closca always refers to green and ecofriendly life, missing something that links the green with the urbane.
OBJECTIVE
Positioning the brand on consumer's minds. Setting a territory for the brand.
TARGET: Urbane 18-40 big cities/megalopolis inhabitants with environmental activism.
Urbanites but with green awareness.
ISSUE
People are afraid of looking less serious, committed and competitive than their peers if they show their sustainable and eco-friendly attitudes in their professional life.
INSIGHT
It is OK to planning your career by being, acting and looking like serious and competitive professional. But if you don´t ́t start doing that in a way that is friendly with the environment, you are in danger of investing in a not promising future scenario.
IDEA
Demonstrating that sustainable attitudes are, also, a way of commitment and responsibility.
SOME DRAFTS TO HELP CREATIVITY
