Remember when the whole family went rollerskating together. What happened to those families...
Ask
Insight
Find a possible brand identity and target audience
Rollerskating is a life long love letter
Impala Skates brand identity is too niche
Show why the loyal fans of rollerskating consider it a lifestyle
Problem
Execution
Fieldwork & Research
70's pop and bright colors are cool but let's talk to some people and see if there's a different audience
Client
Impala skates is a colorful company that sells roller skates. The brand identity is 70’s fashion and pop music with a target audience of edgy/trendy women and girls ages 15-24
The Problem
With Impala Skates 70's theme and pop colors their demographic becomes to niche and narrow.
The Research
People still have a very deep emotional connection to skating. The age ranges from kids to close to elderly
Insight
The discovery was that in the 70’s there was a huge trend with roller skating. The trend came back again in the early 2000’s. Although they were trends, passion played a big part in these career roller skaters. Roller skaters came in all ages but they all skated together and did it for the same reasons. It was a euphoric feeling, a escape of the weekends or after a long work day. Add in the family like aspect and now you have a recipe for a lifestyle.
The Execution
Passion tradition and community is what drives this lifestyle and the goal was to capture that emotion in a short promo. The interview was of a skater and laid that over a video that was shot from the skating rink. The result was this raw and emotional testimony.
Credits
Strategy
Producer
Editor
​
Tony Ward