Project 2Fashion + Beauty

AD 382: Class 6: March 5th, 2015Gina Collura, Creative Director

Fashion Advertising

A sea of sameness?

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

http://www.ispot.tv/ad/7YZc/jadore-dior-feat-charlize-theron-song-by-the-gossip

W+K does Gap

Same brand. Same campaign. Same ad agency. Different way to express it.

Gap: Art Films

Then there’s this…

Marc Jacobs

And this…

Rag + Bone: 2015 Men's Wear

Beauty

Example:What happens when a beautybrand tries to make the category ZAG?

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

7-Minute Case Study Video

BIG IDEA: CAMPAIGN FOR REAL BEAUTY

2015 Video

Example:What happens when a fashion brand ZAGs?

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.)

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

Every agency has their own version

Every agency has their own version

Car brands

Vodka brands

Water brands

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

Big Idea

Companywhy do they exist?

Consumerwho are they?

Category/Competition

3-5 brands

The 3’C’s Strategic Framework

Insight/Truth

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.