Download - Concepts II /Fashion+Beauty
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Project 2Fashion + Beauty
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Deliverables for Project 2
Creative:- 3 Ad Print Campaign- Digital Component
Strategy:- Brand Archetypes- Manifesto
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12 Archetypes(based on Carl Jung)
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Universal human desire +how each Archetype meets the desire
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We use Archetypes to create differentiation in a Category
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We use Archetypes to appeal to universal human truths
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Let’s take a deeper dive
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Pick your Brand + Team
- What is the best Archetype for your brand + why (2-3 sentences)
- Write a manifesto (see worksheet)
- Have a clear vision of your consumer (who is she/who is he?)
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What are Manifestos?
Clarifies and reminds the rest of the world why the brand wakes up everyday and does what it does.
Usually written from the voice of collective group; is a call-to-action for others to join (aka: a rallying cry).
Find the truth in the brand and tell it.
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What are Manifestos?
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What are Manifestos?
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Fashion + Beauty Category
Topline Review
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Brands that are disrupting the Fashion + Beauty Category
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Deliverables for Project 2
Creative:- 3 Ad Print Campaign- Digital ComponentStrategy:- Brand Archetypes- Manifesto (see worksheet)
DUE: Thursday, 3/17: - Your Archetype + 2-3 sentence rationale/why- 2 Manifestos (1/team member)- Big Idea/Sketches for Print Campaign
***Final Presentation: Thursday, 4/7***