This document provides an overview of an advertising class project focused on fashion and beauty brands. It discusses trends in same brand/agency campaigns and examples of innovative ads. It introduces the concepts of expressing a brand's voice through an archetype and developing a "big idea" campaign focused on real beauty. Students are instructed to form teams, select a brand, analyze it using a 3C's framework, generate taglines, and identify its archetype for a presentation.

1. Project 2
Fashion + Beauty
AD 382: Class 6: March 5th, 2015
Gina Collura, Creative Director

2. Fashion Advertising
A sea of sameness?

5. http://www.youtube.com/watch?v=-d2A0BmvSKM

8. W+K does Gap

10. Same brand. Same campaign.
Same ad agency. Different way to express it.
Gap: Art Films

11. Then there’s this…
Marc Jacobs

12. And this…
Rag + Bone: 2015 Men's Wear

13. Beauty

17. Example:
What happens when a beauty
brand tries to make
the category ZAG?

18. INSIGHT/TRUTH:
Imagine a world where beauty is a
source of confidence, not anxiety.

19. 7-Minute Case Study Video
BIG IDEA: CAMPAIGN FOR REAL BEAUTY

21. 2015 Video

25. Example:
What happens when a
fashion brand ZAGs?

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

40. Every agency
has their
own version

41. Every agency has
their own version

42. Car brands

43. Vodka brands

44. Water brands

47. Pick teams.
Pick brands.
Id your brand’s Archetype

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.