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creAting tomorrowTHE WORK AND PORTFOLIO OF MARS MAHONEY
To be a strategist one has to be a master problem solver, consistently identifying business challenges, discovering insights and providing effective solutions.
But to go even deeper than that, to excel at strategy one has to be a culture seeker and truth keeper constantly looking forward to excelling the boundaries of what we consider culture.
In order to do this one has to think beyond the present and realize the opportunity in the world changing around us.
In other words, a strategist must create tomorrow or watch someone else do it.
My name is Marquis Mahoney and I spent yesterday attempting to create tomorrow. In my opinion, the role of planning is one of the most important functions in advertising. From years of interning, mentorship, and post secondary education, I believe I’ve finally identified what it takes to be a good planner. To be a good strategist it takes being curious and fortunately for me I have an exorbitant degree of curiosity that’s ever evolving.
I remain curious because curiosity saved my life. It helped me escape my reality. It keeps my mind and spirit fed. It gave me freedom.
I’ve never doubted the power of curiosity and as a result I’m the collection of life experiences that make me unique.
So yeah, I’m a 22-year old, with a burning desire to create tomorrow.
And like with all things, I’m in search of the best way to do it.
Throughout my early stint in advertising I’ve worked in both account planning and management positions. Spending valuable time in both roles made me versatile, well rounded and aware. It gave me a better perspective on how to work with other internal functions at an agency while still effectively tackling client business challenges. It made me realize that strategy is the role for me.
Some of the brands I have had the opportunity to work on through the years are Shiner Beer, FOX Sports, Costa Del Mar sunglasses, American Express, Glidden paint, AV3 clothing, and Nike.
The following pages are a sample of creative briefs and passion projects I’m most proud of. It shows my strategic process to problem solving and ability to develop practical solutions for brands both big and small. Lastly, it shows my determination to hone my strategic approach as I continue to create tomorrow.
I hope you enjoy,
HYPERIZED - NIKE BRAND
THE SIXTH SENSE - NIKE BASKETBALL
KOBE DAY - NIKE BASKETBALL
THE FUTURE OF FOOTBALL - NIKE FOOTBALL
POST HYPE - AV3 CAMPAIGN
HYPeRIZEdNEW BUSINESS PITCH: NIKE BRAND
THE ASSIGNMENTAt the end of my first internship at W+K, I was asked to create a mock pitch based on a topic of interest but the only criteria was it had to create a business opportunity for Nike. At the time I was compulsively interested in the emerging demographic, Generation Z, and wanted to figure out how Nike could better connect with them.
THE APPROACHIt took weeks of consumer, competitor and brand research but I finally harped on an insight that led to an ideal opportunity for Nike to create tomorrow with the firstgeneration that viewed themselves as “brands”. I developed a mock application called the HyperiZed app with the intention of reducing the communication disconnect between both groups. But in order for the app to have the most effectiveness at launch we had to first reintroduce the meaning of ‘Just Do It’ to a new generation.
NIKE IS LAUNCHING A NEW APP TO CONNECT TO A NEW AUDIENCE
Nike has created a digital application that is targeted towards a new genera-tional audience. The HyperiZed app is a multifunctional platform designed to aggregate all Nike News, curate product innovation and encourage athletic performance.
GENERATION Z IS THE FUTURE
Generation Z is a hyperized, multi-faceted, connected audience born from the mid 1990s to present day. Currently, they are the largest generational group in the world and growing representing over a quarter of the total population. Research suggests that by 2020 they will represent over 40% of consumers. Individuals from Generation Z are extremely passionate; however this can be an issue since they are extremely multifaceted having pas-sions in not just one sport but also multiple sports. Individuals in this group view themselves as brands and connect with other brands that speak to them without inconveniencing their daily rou-tine, which makes forging a relationship with them difficult but rewarding.
‘JUST DO IT’ DOESN’T CONNECT WITH THIS AUDIENCE
There is no denying that the tagline JDI defined an entire era. It transcended beyond being a call-to-action to a unique way of thinking. JDI literally gave Nike, Generation X, and Generation Y a voice as well as something bigger to believe in. However, currently to Generation Z, the tagline JDI is viewed as just a sound bite associated with Nike. Nike has acknowl-edged that there is a disconnection between them and Generation Z which is why they created the HyperiZed app. With launching the HyperiZed app it would be to our benefit if we reintroduced the meaning of JDI by making it applicable to Generation Z.
REINTRODUCE THE MEANING OF JDI
In conjunction with launching the app we have the opportunity to reintroduce the meaning of JDI to Gen Z. By success-fully reintroducing JDI we will begin the process of forging an organic and deep connection with the audience that’s tailored to their values which will increase the chances of them using the Hyperied platform.
JDI IS A STAND-ALONE TAGLINE & GENERATION Z IS A STAND-ALONE GENERATION
Although there is a gap between Generation Z and Nike its not as wide as we think. JDI is monumental and can easily be applied to Generation Z as long as we make it clear we are speaking to them. Generation Z is a stand-alone generation. They are different and they know it, therefore thoughtfulness in our approach will be a factor embraced by this group.
EMBRACE THE COUNTERCULTURE
Nike prides itself on being one of the top sportswear brands in the industry. However, throughout the years Nike has become iconic in popular culture as well (whether planned or not). To Nike it doesn’t matter if they’re popular in mainstream culture, their priority is stay-ing true to the sport attitude that made them famous in the first place. Fortu-nately, this counterculture mentality is what makes Gen Z popularized as well. Embrace the counterculture is the POV that will help reintroduce the meaning of JDI to Gen Z. It will resonate with our audience by enabling and inspiring
them to continue leading countercul-ture. It will communicate to them that Nike understands their values and can relate to the attitude of wanting to stand apart from the mainstream, through the power of sport.
THE SIXTH SENSENIKE BASKETBALL: KYRIE 2 COLLECTION
THE ASSIGNMENTNike in collaboration with Footlocker asked us to come up with a campaign showcasing the Kyrie 2 collection. Along with debuting the collection they challenged us to show how Kyrie brings his game on the court and his unique style of play.
THE APPROACHFor this assignment, I studied the elements of Kyrie’s game. I was familiar with his approach to the game but wanted to discover what made him exceptionally unique. I researched his highlights, stats, analyst commentary, and even random facts. From my findings it became clear that Kyrie Irving was one of the NBA’s youngest, yet most talented players. His intangibles on the floor supersede most players in the league and it’s because of his lethal skill set. Kyrie is the creator in the game and I wanted to show how Kyrie used the power of creativity to make opportunities for himself and teammates. Through deeper thinking I harped on an insight that led to this creative brief, Kyrie has a sixth sense, which makes him the lethal force and creator on the court.
BRING NIKE’S POV TO LIFE THROUGH KYRIE IRVINGWe need to develop a Foot Locker campaign that positions Kyrie as The Creator. By showing what’s at the heart of Kyrie’s game, we can build excitement and intrigue for the Kyrie 2 product found at Foot Locker and House of Hoops.
IT IS HARD TO QUANTIFY HOW KYRIE BRINGS HIS GAME
For LeBron, KD and other big names, it’s easy to see how they bring their game. They average 30 points and shoot ridiculous percentages from the field. But when it comes to Kyrie, it’s a little different – people can’t quite quantify what he brings to the game. Yes, Kyrie has solid stats that most players dream about, but it’s his intangibles that truly allow Kyrie to bring his game as the Creator.
THROUGH KYRIE, WE CAN SHOW THE POWER OF CREATIVITY
Today, the value of the point guard has been dimmed by great point forwards and shooting guards like LeBron James and Russell Westbrook. But not anymore, Kyrie is reminding people what the point guard position is all about. Analyst can hardly classify his game and it’s all based on his lethal skill set of intangibles – that allows him to improvise and always be unexpected. This lethal skill set also allows him to bring his game and show creativity, on and off the court.
KYRIE HAS A SIXTH SENSE
True enough Kyrie is one of the most creative players in the game but what makes him the creator is his ability to see what’s coming next. Its like he has the ability to forecast the opponent’s next move. Whether it’s a defensive trap, weak side set up, double in the post, it doesn’t matter, Kyrie always knows what’s coming. Because of that sixth sense, he uses his lethal skill set to create the craziest things on the court – leaving defenders and fans wondering how he pulled that off.
THE STRATEGIC POV:
HOW DID KYRIE DO THAT?
When Kyrie steps on the court, it is no question that crazy things will happen. But when this craziness happens, you can’t help but to ask “How did Kyrie do that?” No one plays like Kyrie. He is not your textbook point guard. From his superior shooting ability, full court vision, effortless agility, ball handling - there is no doubt Kyrie can create anything on the court. In his short stint in the league, Kyrie has created a new way to play the position. On the court he brings his game by seeing what others can’t see and makes things happen before anyone else knows its going to hapen. While he isn’t the flashiest guy who dominates the stat sheet or player that has an overwhelming athletic presence,its his sixth sense that has the world asking, “How did Kyrie do that?”
KOBe DAYNIKE BASKETBALL: KOBE DAY IDEATION
THE ASSIGNMENTNBA legend Kobe Bryant is retiring after eighteen long seasons in the league. For his retirement Nike wants to honor the mamba in a special way. In conjunction with the launch of Kobe’s retirement campaign, Nike wants to create a way to commemorate Kobe’s contribution to the sports world.
THE APPROACHSports fans know Kobe is going to receive a statue and definitely going to get his jersey number retired, most great players of his stature receive that honor. But Kobe is one of only players deserving of a day to himself, hence the ideation of Kobe Day. My priority for this brief was to get creatives excited about a tactical execution to better the chances of creating an actual holiday for the retiring legend.
THE MAMBA IS HANGING UP HIS JERESY
One of basketball’s biggest icons is retiring after the 2015-2016 season. The legend, Kobe Bryant is hanging up his jersey after contributing to the game for over eighteen seasons.
HONORING THE MAMBA
Nike wants to honor Kobe’s greatness by creating a commemorative, festive day that celebrates the impact Kobe Bryant has made on the game, his fans, and the sport world.
As W+K we have to figure out how to introduce Kobe Day in a big way. Nike wants to clearly set the tone/positioning and deliver the message that Kobe day is an actual holiday that’s here to stay.
WE CAN ENSURE THE MAMBA IS NEVER FORGOTTEN
Kobe is revered by players, fans, and sport enthusiast as one of the greatest athletes’ to play sport therefore proper execution of Kobe day can ensure that the Mamba is never forgotten as the game evolves and more great players begin to enter the league. Additionally, Kobe day will help grow the Nike Kobe basketball business even after he officially hangs up his jersey on April 13th.
STAYING TRUE TO KOBE
As we build Kobe Day into the future its important that we stay true to hispersona and values. Strategically we want Kobe day to be April 13th because his last home game is April 13th, 2016 and it’s also his draft day number. We intend to stay true to Kobe by speaking to his mentality and innovation he’s brought to the game. We want these two pillars to reinforce our messaging, product, and media partnerships.
THE FUTURE OF FOOTBALLNIKE FOOTBALL: STRATEGIC POSITIONING
THE ASSIGNMENTIn an effort to solidify Nike Football’s POV, we wanted to define Nike’s contribution to the future of the game. Our target audience knew that Nike was one of the fastest brands out there but we wanted to ensure that we were undisputedly the fastest.
THE APPROACHWe studied our competition and identified that most brands only highlights the benefits of speed and even makes the concept of speed seem one-dimensional. As Nike Football we understood the fallacy of that rationale and wanted to speak to the multi-dimensions of speed to better prepare our consumer for the evolution of the game.
DEFINE THE FUTURE OF NIKE FOOT-BALL
Over the past few years, Nike Football has made incredible gains in establish-ing its identity with the modern warrior as one of the fastest brand in football. Nike football is considered fast now but in order to get faster we must connect with the modern warrior in a way that’s meaningful to the game for years to come.
THE MODERN WARRIOR CANT DECIDE WHOS THE FASTEST
Nike football has always been about speed. But in 2015 the competition has invaded our territory. Everyone is talking about speed and the modern warrior no longer knows who’s the fastest, nor do they understand what speed looks like in the future of the game.
NIKE CAN FORESHADOW THE EVOLUTION OF SPEED
Nike can elevate the concept of speed beyond just showing the benefits because the benefits are only accessible once a warrior actually becomes fast. We want to focus our efforts on improving the modern warrior’s speed and make it
more about the experience of being the fastest on the field.
SPEED IS NOT ONE DIMENSIONAL
Our competition is only talking about speed in one-dimension with specific emphasis on quickness. They make speed look easily attainable and they only focus on the benefits of being fast. But Nike football understands that in years to come the conversation about speed will evolve into multi-dimensions.
THE FOUR DIMENSIONS OF SPEED We identified four areas of speed that allows the warrior to maximize potential as an elite player. These four areas are agile speed, vertical speed, power speed and mental speed. We believe these elements define speed now and into the future and in order for a Modern Warrior to obtain speed on demand it take being versatile in the dimensions of speed. Strategically, These dimensions allows us to tell multiple stories around speed, inspire work around the future is fast, serve the modern warrior through ser-vices, and enable product innovations.
POST HYPeAV3 CAMPAIGN
THE ASSIGNMENTAV3 is a local DC clothing line that was preparing to launch their first full fashion collection. As the brand-marketing director, I was responsible for developing an integrated campaign with a distinguished point of view and direction.
THE APPROACHI knew we had an ideal opportunity to increase brand awareness, while driving product sales but it required discovering an insight that differentiated us in the mind of the Illest. The insight we discovered was fashion was driven by hype. From this insight we developed the strategic POV and campaign title, Post-Hype.
LOCAL DC CLOTHING LINE AV3 IS PREPARING TO LAUNCH ITS FIRST FULL FASHION COLLECTION.
However, AV3 has aspirations of growing their business from a product standpoint and decided to invest and develop a collection of high quality merchandise. AV3 hopes that the collection will increase their sale volume, including an increase in e-commerce purchases. The collection will showcase two microbe t-shirts, a futuristic LED infused t-shirt, a fishtail parka jacket, paneled pants, and a branded tote bag.THE CHALLENGE:
DEVELOP AN INTEGRATED CAM-PAIGN WITH A DEFINED STRATEGIC POINT OF VIEW AND DIRECTION
Despite AV3 having a solidified brand philosophy it lacked a defined campaign point of view and direction for the col-lection. Coming into the campaign we didn’t have a strategic territory, proposi-tion, deliverables, or money but we did have good products and a solid brand philosophy. So I started at the base of who we were, the Anti-Virus. As the Anti-Virus we wanted to cure consumers from being “sick” and we wanted to maintain that perspective with every project. From there I began exploring our consumer, The Illest.
The Illest is the consumer profile we created to identify our core audience. The Illest is the pop culture obsessed young adult that uses his/her free time studying and indulging in the main-stream. The Illest makes culture their livelihood; they love music, art, nightlife, concerts and most of all fashion. Essen-tially anything that keeps them involved in the “know”. Lastly but most important The Illest is the trendsetter of their social circle and is fond of their spending money on maintaining their status as the influencer of the group.
DEVELOP AN INTEGRATED CAMPAIGN THAT INCREASES BRAND AWARENESS AND DRIVES PRODUCT SALES.
AV3 has the opportunity to connect with a consumer group that could collectively drive product sales. But in order for that to be achieved we had to discover an in-sight that established a common ground between them and AV3.
FASHION IS DRIVEN BY HYPE
As we were working towards devel-oping our campaign POV we noticed that there’s was an over proliferation of young adults that spent money frivolously just to keep up with society’s definition of “cool”. The Illest seemed obsessed with consuming culture for the sake of hype and unconsciously kept up with the trends. As we researched more, we discovered that they felt manufac-turers were just as guilty for following trends as they were. They felt most manufacturers lacked originality and only curated products to stay relevant to the trend. Essentially, we discovered that the fashion society both consumer and manufacturer was driven by hype. This keen insight was the foundation for our strategic direction and campaign title; Post-Hype
POST-HYPEPost-Hype is the ideation of a world that exists without Hype. For the Illest that would be a utopia because it would allow them to finally curate their own style without being judged for it. Strategically we wanted to “hype” the idea of Post-Hype by making a fully integrated campaign creatively encour-aging the consumer to be an individual. The campaign launched and ran for two months and I had the opportunity to curate several deliverables that tied the campaign all together.
Curiosity is the foundation that shapes concepts, theories, and ultimately facts.
None of this would have been attainable without curiousity.
Including you reading my portfolio.
Thank you for taking the time to learn more about me.
For more of my work, please feel free to contact me [email protected]