37. In Fashion + Beauty, there’s a lot of room for
high-concept creative
There are ad agencies that specialize in fashion/beauty:
- Roberts + Tarlow
- Laird + Partners
- Gotham
- SWELL NY (Hermes, Hilfiger, Lord & Taylor)
- VM groupe
- Publicis NY (L’oreal)
- And dozens more…you can even work in-house for a brand
(Coach has an in-house creative dept.)
38. Brand Archetype
Another strategic tool we use to help determine:
- who the brand is
- what it’s voice is/look+feel/it’s tone
- how it should behave
48. Big Idea
Company
why do they exist?
Consumer
who are they?
Category/Co
mpetition
3-5 brands
The 3’C’s Strategic Framework
Insight/T
ruth
49. Due Next Week:
Team up + pick your brand:
- Get to know your brand, it’s current advertising (if any), what it sells,
what’s the tone/voice of the brand
- Create 3’C’s document + populate
- Write 50 “Big Idea Taglines”
- Identify your Brand Archetype: Why is this the right one?
Each team will be presenting to the class.
Editor's Notes
1st Tv spot: Fall 2014:
http://www.youtube.com/watch?v=-d2A0BmvSKMHoliday 2014 spot:
http://www.youtube.com/watch?v=FxLafizAy-I
Charlize Theron for Dior. Great song, too!
http://www.ispot.tv/ad/7YZc/jadore-dior-feat-charlize-theron-song-by-the-gossip
http://www.youtube.com/watch?v=X8ANBQDkC0A
Agency: Wieden+Kennedy, New York City (USA)
Director: David Fincher
:15 Art Films
http://www.youtube.com/watch?v=WMB0akORnm8
Agency: COTY, New York
2014, Winner, Clio Image in Engagement/Experiential Category
http://www.clioimage.com/winners/2014/engagement%5Fexperiential/entry.cfm?entryid=801410565&ispartofcampaign=0&index=1
RAG + BONE: 2015 Menswear Line
http://www.youtube.com/watch?v=2rFRTyfwBH8
Imagine a world where beauty is a source of confidence, not anxiety
In 2004, Dove commissioned a global study based on the hypothesis that women have a narrow definition of beauty. The global study - The Real Truth About Beauty found that only a startling 2% of women describe themselves as beautiful, and served as the foundation for the now award winning Campaign for Real Beauty.
http://www.youtube.com/watch?v=R5Ynz3eje9s <7-minute Case Study Video>
http://www.youtube.com/watch?v=IHqzlxGGJFo
This happened in 2006:
http://www.youtube.com/watch?v=-ZSEt1xnFJM
Evolution Of Beauty VIDEO: http://www.youtube.com/watch?v=IHqzlxGGJFo
And it keeps going:
Jan 20, 2015
http://www.youtube.com/watch?v=ou7CyPtkpng
The 1st un-retouched ad
StoptheBeautyMadness.com
Enough of the impossible standards. Enough of the "ideal" image. Most of all, enough of the feeling of NOT ENOUGH when it comes to your own beauty. There also comes a time when an entire culture of women have had it. When blogs and ad campaigns and AS-IS selfie pictures start to change the rules of the game.
http://www.stopthebeautymadness.com/poetry-slam/
The Big Idea
Jan 2014: Aerie, from American Eagle is an intimates’ brand
The Big Idea
Jan 2014: Aerie, from American Eagle is an intimates’ brand
PRINT AD
HOMEPAGE: https://www.aeriereal.com
In-store Mirror Cling
Shopping bag + Canvas tote bag
Instagram + Twitter campaign posts
Activating + engaging the community of fans/loyal customers