Campaign and Visual Identity
Role: Design & Art Direction
Client: Tarmak
Challenge: Create a visual universe and a transmedia campaign for Tarmak.
Deliverables: campaign brand guidelines, OOH materials, ready-to-print materials (packaging, stores, and print ads), social media content and video teaser.
Overview: Tarmak is Decathlon’s passion brand specialized in basketball gear. Decathlon is a french sports superstore well known for selling good quality gear at low prices. They call themselves “the biggest sport in the world”, and their mission is to make sports accessible for everyone.
Target: Middle-class basketball amateurs and expert players that usually opt for brands with a deep bond with basketball. Following this train of thought, we created a voice for Tarmak, and developed a target-centered campaign to help the public see basketball as an accessible and fun sport for everyone.
Concept: Tarmak stands for unconditional love for basketball. Unconditional means loving something no matter what. So this translates to: let’s make any space at any time suitable to throw some baskets.
Claim: MAKE THE WORLD YOUR PLAYGROUND
Style: Tarmak is like that very energetic friend we all have. He speaks directly to you. He’s always active, dynamic and full of energy. This translates into a vibrant and saturated color palette, a bold and powerful font and a very direct message.
Campaign
Our campaign consists on a series of PR activations to encourage the public to interact with the sport and feel part of the brand. The target will become the essential element of the campaign.
Phase 1
Social media campaign #hooperchallenge: Micro influencers of basketball started the #hooperchallenge chain in their RRSS by challenging other accounts to post their best hoops. The 5 winners got tickets for the ACB Final.
Materials: We literally transformed the streets into a playground by the implementation of outdoor signage with integrated baskets.
Phase 2
Pickup Basketball: Tarmak organized pickup basketball games in central locations of Madrid, Barcelona and Seville. The brand ambassadors (local basketball players who will also take part in the games) announced the games in their RRSS, and they were broadcasted live in outdoor panels, making the players the image of the campaign, and therefore becoming an essential part of the brand.
Materials: The outdoor panels switched to announce the games. This time we played with basketball-specific terms, making the target feel part of an universal team.
Phase 3
Tarmak App: The brand awareness continued thanks to the release of an App where players can keep connected, organize new games, locate other players/playgrounds in their area, and shop customized team equipment from Tarmak.
Stores and Packaging
The Tarmak section of Decathlon was redesigned to have a basket and a more open space with colors true to the the brand (to differentiate it from other Decathlon sub-brands). The packaging was redesigned following Decathlon’s minimal packaging and eco-friendly efforts. We also released a limited edition bag which can be transformed into a portable basket.
