Responses by Diko Daghlian, creative director, DIKO
Background: The project was all about introducing high performance indoor and outdoor blanket brand Rumpl to its community in Portland, Oregon, in a memorable way, while also getting the attention of major outdoor brands and professional sports teams. We needed to show how Rumpl is fun and irreverent, but also a legitimate brand.
Reasoning: The solution was pretty simple once we stayed true to whom Rumpl is. We just needed to have some fun and show the product in the way it’s really used. It’s not a product for a perfectly art directed scene. It’s much more casual and real than that. This is what we wanted to share with the Portland community.
Challenges: Timing and budget. We had to create these boards from start to finish in about two weeks and had only remnant OOH space and a tiny budget to make it work. At first, we were nervous about making a big splash with such limited resources. But once we figured out the solution, being short on time and budget was a blessing. Creatively and strategically, Rumpl is usually in perfect sync with our recommendations, and the results fit the brand perfectly.
Favorite details: We are so proud of Rumpl for having the courage to go bold when introducing itself to its new community. In the end, Rumpl is proud of the brand it is building and we are proud to be a part of it.
Visual influences: We wanted to make sure our work was emotive enough to bring people into those situations so they can see themselves using the product. The photography did a great job of setting up entertaining and perfectly Rumpl situations so drivers didn't have to do much work to understand the product. Something about seeing a human burrito just makes you get it.
Specific demands: The time and budget constraints of this project limited us to the existing photography from Rumpl enthusiasts. We weren’t psyched about that at first, but then we saw the photographers’ enthusiasm for the brand oozing from each image. In the end, we had a pile of beautiful images to choose from that showed Rumpl exactly as it exists in the wild.