Ryders Eyewear

2005 Creative Strategy - ‘What’s Your Story’

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THE PROJECT: Ryders Eyewear is a top-tier action sports eyewear brand. Their head office is located at the foot of the North Shore mountains, amongst some of the best mountain biking terrain anywhere and moments from one of the top winter resorts. Ryders marketing department was looking for new creative to build their marketing collateral around and position their brand against some of the leading brands in sports eyewear, including Nike, Smith and Oakley.

ANDY’S ROLE: In 2005 Andy’s previous firm was retained to develop a consolidated Creative Strategy for Ryders Eyewear’s upcoming 2005 season. The ‘What’s Your Story’ theme featured up and coming, but not yet professional, BC athletes wearing Ryders and sharing stories of their ‘passion for sport’—a core brand driver for Ryders Eyewear.

The ‘What’s Your Story’ brand strategy became an external vehicle for collecting stories from customers around North America facilitating a closer relationship between the Ryders brand and it’s loyal following and an internal ‘rallying cry’ for a season of promotions and events. The campaign also lead Ryders head long into the US market for the first time.

KEY DELIVERABLES:
> Articulated the definition & driving values of the Ryders brand.
> Developed an inspiring creative concept applied to various advertising and marketing materials.
> Rapidly delivered product catalogs in three languages.
> Positioned advertising in top consumer magazines, such as Powder, Outside and Bike.