KT TAPE
RECOVERY AT WORK™
For the "everyday athletes" whose physically demanding jobs require strength and endurance, rest is a luxury they can’t afford. KT Tape supports their resilience by helping them recover on the job and continue providing for the people who rely on them.
AD : Wyatt Rector CW : Elly Porter
Behind the Art Direction:
Contrasting colors, bold typefaces, and varying text sizes form a simplified yet powerful message:
“Rest When the Pressures on.”
Black and white imagery was used to evoke deep emotion and highlight the weight of hard work and sacrifice.
A ROUGH CUT OF WHAT THIS CONCEPT COULD LOOK LIKE IN VIDEO FORMAT!
IN ACTION
PURPOSEFUL POSITIONING:
This positioning connects with our audience in their daily environment.
It’s relevant setting reaches our audience at the moment when they most directly relate.
This placement reaches our audience at a time when they are most aware of their discomfort.
Positions KT Tape a timely and relevant solution.
KT Tape's long-term benefits, contrast with the short-term relief provided by painkillers, ointments, and braces— the options they are likely seeking at the pharmacy.
This placement reaches our audience during moments of reflection—whether they’re dreading another shift or winding down after a long day they’re likely to resonate with the daily struggles depicted in our campaign.
Workers who can’t afford time off are more likely to use public transportation for its affordability.
THE CONCEPTION
A LOOK INTO OUR PROCESS!