Urban Undercover

BACKGROUND / CONTEXT: Urban Undercover is a travel friendly fashion brand. This brand is born out of the philosophy that traveling can connect and bring people together which serves as a main source of inspiration.

The brand has been going through some rough patches due to Covid where they lost their store in the Minneapolis airport.

Now, with the new line of their best selling underwear, the brand wishes to pivot by becoming an online-first business for women travelers.

STRATEGY

THE CHALLENGE:

Gen X women are feeling lost and irritated as they enter the age of midlife crisis. How can the brand resonate with Gen X women in a way that stays authentic to the brand’s philosophy?

THE OPPORTUNITY:

The campaign must introduce the brand to the target audience who is looking for comfortable clothing and underwear. Women who travel or have many activities during the day should not have to worry about being uncomfortable, not only with her underwear, but also with herself.

TARGET AUDIENCE:

Gen X women is our target. They are age of 40-58. They are at a stage of life where they are looking for comfort and new beginning for themselves. As Carl Jung said, entering mid-life period is like a ‘second birth’ of adult identity. Gen X is our mothers finally free from taking care of the kids (kids are mostly grown up) and looking to pursue to stage of their life.

However, they are also entering menopause and midlife crisis which place our target audience in uncomfortable situation.

INSIGHT:

Life can be uncomfortable at times, but how you feel about yourself shouldn’t be.

STATEGY:

Comfort for the life traveler

CREATIVE IDEA

Women travel through life, through her personal life, her love life, her profession, her motherhood and many other aspects of living. The brand should offer comfortable situations where they can live their life at the fullest, without any discomfort.

Creative Pieces

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