This Play It Again Sports (PIAS) new campaign focuses on the envi-ronmental benefits that come from purchasing used equipment. In the past, PIAS campaigns focused on the monetary benefits of bringing in used equipment. However, with more people shopping at second hand stores due to increasing knowledge of pressing envi-ronmental issues, the focus of this campaign is on how it can reduce someone’s impact on the planet.
Before thinking of designs and taglines, it was important to research Play it Again Sports competitors and past campaigns. Going against box chains and convincing people to buy used before new is a challenge, but trying a different angle from what they had done in the past would be the direction of this campaign.
Once deciding on the direction of the campaign, there were a few ideas I considered before landing on the final version. I further developed concept sketches of each idea (three total) into more detail for each element of the campaign. All three used sport and nature to help the audience make the connection between their actions and their impact on the environment.
During these stages, one of the main takeaways from feedback was how important consistency is across multiple elements within a campaign (especially branding related). In earlier draft versions, I was using different versions of the brand logo on different campaign elements, as well as inconsistent font colours from one element to the next. The feedback to adjust these components made a significant difference in the look of the campaign as a whole.
The final designs created for this campaign combine the imagery of nature and sport to help customers make the connection of how their actions impact the planet. Skip The Landfill simply states that customers should forget about throwing out usable equipment and instead of increasing waste, to bring to Play It Again Sports for someone else to use again. The phrasing and imagery combined makes it very clear what the intentions of the campaign is – don’t throw away used gear, as someone can still use it and it reduces negative impacts on the environment.
This campaign will get customers bringing in used equipment to their local Play It Again Sports store while feeling good about reducing their footprint on the environment.
