MY17 CAMPAIGN STYLE GUIDE

Transcription

1 MY17 CAMPAIGN STYLE GUIDE

2 WHAT MATTERS IS WHAT S NEXT. In the summer, Ski-Doo riders anxiously wait for the next snow. In the fall, they count the days until they pick up their new sled. And in the winter, they can t wait for the next ride. For a better run. A higher ascent. A bigger drop. It s all about the anticipation of what lies ahead. Ski- Doo riders are always looking forward. Always striving for more. Always seeking out new challenges. Always pushing boundaries. Limits are temporary, possibilities are endless. That s why Ski-Doo and Ski-Doo riders never stop pushing. Why we never stop asking, what s next? Because we share a never-ending pursuit to do, discover and achieve what s next. MY17 CAMPAIGN STYLE GUIDE _ 2

3 THE WORK * All Images FPO MY17 CAMPAIGN STYLE GUIDE _ 3

4 THE WORK * All Images FPO ONLINE ADS SPRING FEVER PROMO MY17 CAMPAIGN STYLE GUIDE _ 4

5 VOICE AND COPY TONE In this campaign, the focus is on the future. The next ride, the next turn, the next sidehill. The next sled technology. Why? Because we never stop pushing ourselves. We never stop looking to improve our technique, our adventures, our endurance our ride. Copy should reflect this forward-looking viewpoint. It should inspire anticipation, ride ideas and challenges within the rider. It should reflect that Ski-Doo s sole motivation for creating the next great technology is the next great ride. MAIN HEADLINE On covers, single-page executions and high-exposure pieces, use the campaign headline: What matters is what s next. ADDITIONAL HEADLINES/BODY COPY When possible, use this consecutive sentence structure, to link Ski-Doo technology with the next riding experience: Our next platform. Your next corner. Our next E-TEC engine. Your next sidehill. Our next Renegade. Your next adventure. Our next Expedition. Your next challenge. CORRECT TERMINOLOGY When describing the new technology and sleds of MY17 in headlines, use the following forms: SLEDS When applicable, use the word Next to describe MY17 Sleds to tie into campaign. The Next Summit The Next Renegade The Next MXZ Otherwise, simply use the word next when applicable: Your next ride Your next trail Use language that speaks in the future tense. MY17 CAMPAIGN STYLE GUIDE _ 5

6 VIDEO AND BROADCAST GUIDELINES Riding Footage should showcase agility, handling and responsiveness, depending on sled type and skill level. Variety of shots should be used wide shots, mediums, very close up shots of the sled, etc. Editing should mix quick cuts and longer shots, extremely tight shots and extremely wide shots; also slow motion should be cut-in for variety. Any supers used should follow the type styling outlined in the style guide. Riding footage can be cut with other quick establishing shots riders mounting their sleds, discussing which route to take (this footage should all be natural and not staged, preferably filmed without the rider s knowledge for authenticity). SLED SUPER TECHNOLOGY SUPER SIGNATURE ENDING FOR ALL CONTENT At the end of every TV spot, video, preroll, etc, we show rider heading off to next adventure, by showing sled riding away from stationary camera. This symbolically shows rider heading to next adventure. A super should appear, completing the thought: END FRAME SUPER: What matters is what s next. MY17 CAMPAIGN STYLE GUIDE _ 6

7 HOW-TO VIDEO GUIDELINES INTRO All how-to videos will be organized under one title that unites them thematically: OPEN ON SUPER ON SCREEN. SUPER1: Ready for What s Next SUPER2: Video Series OUTRO The videos will end with a sequence containing a Call to Action: SCREEN 1: SUPER1: What s Next: (HOW-TO TOPIC) SCREEN 2: SUPER: Click for more Ready for What s Next MY17 CAMPAIGN STYLE GUIDE _ 7

8 PAGE LAYOUT GUIDELINES The positioning of the graphic elements in the layout should follow consistent positioning ratios. These are shown on the next page. For example, the pink boxes show how the padding between the edge of the ad and the yellow box element should be consistent from the left / right / top edges. The green boxes show that the copy / logo content inside the yellow box should have equal padding on all four sides between itself and the yellow box. The same rules apply to the blue lines and the red lines. Specific sizes are not given for these elements so they can remain flexible in scale, but their proportions in relation to eachother should not change - so if the pink box needs to scale up for more padding, the other elements should scale along with it as necessary. The yellow box containing the copy and logo should always be in the upper half of the ad, with the rider and sled in the bottom half. The rider OR sled should break through the yellow border element whenever possible to add depth, but it should never cross into the space where the copy or logo lies. In the layouts, wherever the sled or rider crosses in front of the yellow box, a subtle yellow glow is added behind the rider or sled to add a backlit effect. MY17 CAMPAIGN STYLE GUIDE _ 8

9 PAGE LAYOUT GUIDELINES LAYOUT EXAMPLE CONSISTENT POSITIONING RATIOS MY17 CAMPAIGN STYLE GUIDE _ 9

10 TYPOGRAPHY HEADLINES Tungsten Black ( What Matters Line) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Tungsten Medium ( Our... / Your... Line) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ALT WEBSAFE FONT FOR BODY COPY SOURCE SANS PRO - GOOGLE FONTS SOURCE+SANS+PRO Source Sans Pro Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz BODY COPY Aaux Pro Regular (Body Copy Main) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Source Sans Pro Bold ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstu vwxyz Aaux Pro Black (Sled Name / Initial Line) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz MY17 CAMPAIGN STYLE GUIDE _ 10

11 COLORS SKI-DOO YELLOW BLACK WHITE C 0 M 24 Y 94 K 0 PANTONE 123C # FFC525 C 0 M 0 Y 0 K 100 # C 0 M 0 Y 0 K 0 # FFFFFF RULES REGARDING USAGE The yellow border, Ski-Doo logo, and What Matters... line should always use the Ski-Doo yellow. Remaining typography should always be set in white, aside from disclaimer type - that should be set in black with lower opacity. MY17 CAMPAIGN STYLE GUIDE _ 11

12 PICTOGRAMS MOUNTAIN CROSSOVER RULES REGARDING USAGE The pictograms are used to identify Ski-Doo snowmobile segments in a graphic and fun way. They should be used sporadically and with discretion. They can also be used with specific model names to denote segment. Pictograms should always be placed as line art with a transparent background. The circular border of the icon and the icon itself should never be filled in. Pictograms should never be used in any color or gradient, only black or white. Pictograms should only be used on a small scale, as iconography. Never as a large graphic element. SPORT / UTILITY Never shrink icons below 10%. TRAIL TECHNOLOGY MY17 CAMPAIGN STYLE GUIDE _ 12

13 PICTOGRAM GUIDELINES PICTOGRAMS The pictograms can be cropped off the page / bled out of layout to add vusual interest. The title below them should refer to the family of sleds shown on the page. This pictogram should always be in Ski- Doo yellow. PICTOGRAMS The pictograms can be incorporated into the title pages for the appropriate sections. The ring border of the pictogram can clip around the yellow border of the section title. This pictogram should always be in white. MY17 CAMPAIGN STYLE GUIDE _ 13

14 PHOTOGRAPHY GUIDELINES MULTIPLE PHOTOS Multiple photos in one layout should fall into a strict horizontal / vertical grid layout - no angular cropping like MY16. PAC CALLOUT When appropriate, use captions to make note of sled name and PAC gear in images, following these guidelines: -Only one caption per page -Caption should only contain sled name and one piece of PAC gear (hero PAC gear). More than one piece of PAC gear makes image feel cluttered. MY17 CAMPAIGN STYLE GUIDE _ 14

15 BORDERS BORDERS Full bleed panoramic background images are used to create borders around content. Content areas should be inset from the outer edge of the brochure to show this border. MY17 CAMPAIGN STYLE GUIDE _ 15

16 HERO SLEDS HERO SLEDS Brochure pages with multiple sleds should have a hero sled - larger than the others. This sled can also be shown in unique angles other than the profile - 3/4, front view, etc. MY17 CAMPAIGN STYLE GUIDE _ 16

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