The document is a creative brief for a print advertising campaign for Red Light Vintage Clothing, a vintage clothing store with two locations in Seattle. The campaign aims to expand Red Light's customer base by getting people aged 18-35, who are style conscious but not trend followers, to shop at their stores by communicating that Red Light has the coolest vintage clothing in town due to their large selection of clean, funky clothing at reasonable prices.

1. Client: Red Light Vintage Clothing Date: 2-6-07
Project: Print campaign for Red Light stores
Job Number: 3 (option 2)
WHY ARE WE ADVERTISING?
Red Light is Seattle’s oldest vintage clothing store. They have a loyal customer following, but are looking to expand
their customer base.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Get people to shop at Red Light’s two Seattle locations.
WHO ARE WE TALKING TO?
70% female, 30% male. Ages 18 – 35. From young hip college kids to professional women looking for fun weekend
clothes. Very style conscious, but not looking to follow trends. Looking for unique clothing.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Red Light has the coolest vintage clothing in town.
WHAT ARE THE REASONS TO BELIEVE THIS?
Red Light has two locations in two hip areas: the U District and on Capitol Hill. They really do have a huge
selection, and are constantly getting new clothes in. It’s clean, funky, and nothing like most dowdy (and dirty)
second-hand stores. They’re also typically priced higher as they weed out all the crap a Goodwill store would
gladly accept.
MANDATORIES
Company name
THIS MIGHT HELP
www.redlightvintage.com
(For Agency Signature) (For Client Signature)
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