POV# 4

Objective (purpose of campaign)

To celebrate the 10th anniversary of the BAPE STORE NEW YORK - A BATHING APE's only US location

Target (who the ad communicates to)

• Loyal Bape consumers
• Streetwear enthusiast
• Hip-Hop fans
• Graffiti Fans  

Support (benefits/reasons to buy)

• Dress in the same rare clothing as celebrities (limited availability)
• Quality of material
• One of a kind clothing (shark hoodies, regular and blue camo)

Brand Character (attributes of wearing the product)

• Stand out amongst others and feel good about the quality of the clothing you're wearing (social status)
• Giving artist the freedom to customize BAPE's iconic ape head logo, redesigning t-shirts, long tees, and the brand's classic shark full zip hoodie with their own unique spin.

Tone (attitude)

• "BAPEXCLUSIVE" 
• Street (Hip-Hop,Graffiti,Streetwear) 
• For the influencers 

Single-minded proposition  

"Ape Shall Never Kill Ape"

• Iconic camo print 
• Collaborations 
• Shark and ape head logo

Big Idea

Bape is a global Japanese founded brand that looks to bring its streetwear style to the United States by limiting its merchandise so only a select group of Americans and people from other countries can purchase its products. The 10th anniversary capsule gave 10 artist, influencers, and brands the opportunity to bring their own sensibility to Bape's iconic ape head logo, redesigning t-shirts, long tees, and the brand's classic shark full zip hoodie.

ARTIST, INFLUENCERS, AND BRANDS