Looking at the bed hair idea, I tried to incorporate the idea into scarfs and gloves, and ended up with 'taming the cold' instead. I then had to think of how to incorporate the idea to appeal to our target audience and fit with the brand.
Our target audience are adrenalin junkies, and love a thrill. They're not bothered if they fall whilst trying different tricks. - This in mind I thought of the phrase "challenge your fearless side". The opposite of tame, as I need to be careful with how I give this message out because our audience are opposite of tame and wouldnt want the image of being tame.
I will now try combine these ideas and hopefully come up with a campaign that matches our brand.
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