markenwelten by iris brosch - a requiem for...

markenwe l ten by iris brosch

markenwelten by iris broschA concept by Ulr ike Reinhard

The project markenwelten by iris brosch was initiated as a joint venture of IrisBrosch and Ulrike Reinhard, who both have already been running successful busines-ses. markenwelten was started in May 2005 with the objective to stage brandedarticles, implementing a new marketing concept. This concept is based on a relation-ship of a new dimension between consumer and product: The attention of the consu-mer is focused on the product in a partially personal way. Thus, the popularity of theproduct increases steadily leading to a higher disposition to buy on the side of theconsumer. Many renowned clients have already come to appreciate this new marke-ting approach. As creative director, Iris Brosch plans and implements the visual con-cept, whereas Ulrike Reinhard is responsible for the marketing and managementpart.

Contact: markenwelten Ulrike Reinhard Plöck 46a 69117 Heidelberg fon ++49 (0) 62 21. 16 36 30 mobil: ++49 (0) 173. 3 084 017 mailto: [email protected]

Iris Brosch’s photographic style has been described as »Miuccia Prada meetsLeonardo Da Vinci.« This seemingly odd comparison is surprisingly accurate in thatIris’ fashion photographs combine the delicacy, beauty, and femininity of a Leonardowith the definitive, straightforward stylishness exemplified by Prada. Iris is known forher photographs of women, and is able to accurately convey their multiple facets. IrisBrosch came to prominence as an innovator through her technique of including largegroups of models dressed similarly or identically in one shot. But she doesn’t justportray large, amorphous groups of people — the expression and action of eachindividual model is relevant to the photo as a whole. Iris has been able to conquer thelogistical challenge of directing and inspiring large groups of models into portraying acoherent and unified image.www.irisbrosch.com

Iris Brosch by Iris Brosch

Valentino by Iris Brosch

Performance in the garden of Palazzo Vendramin dei Carmini for the Venice Biennale 2005

Advertising photography by Iris Brosch

Advertising CampaignsTommy Hilfiger · Hugo Boss · Ann Taylor · Azzaro · Oil of Olaz · Pantene · Clearasil · Maybelline · Head and Shoulders · Sharp · Boots · Virgin Records · HarveyNichols · Debenhams · Jaguar · John Smedley · Barney’s · Galeries Lafayette · 3 Suisses · Renault · Printemps · Lancel · Campari · Dune · Coccinelle

EditorialsVogue Italy, Japan, Spain · Uomo Vogue · Vogue Gioiel lo · Glamour Italy, US · Elle France, US, UK · New York Times · Mademoiselle · Talk Magazine · EsquireUK · Arena Homme Plus · Marie Claire France, Germany, Australia, UK · GQ Germany · In Style · Spoon

CommercialsClearasil · Pantene


Frise 3 x 20 m presented in the Museo della Musica, Venice

Advertisinghas tocreate

a uniquebrand!

Renault Twingo by Iris Brosch

Where does traditional advertising meet its limiting factors?

Advertising has to affect people. Therefore, it has to reach them first. In many casesit is hard to tell the difference between one advertising and the other. Everythingtends to look alike. A sheer flood of pictures makes it difficult to create variousidentities — there is almost no differentiation at all. This situation has led to a satura-tion of the consumer.

How can these limitations be overcome?

Outstanding and striking advertising concepts have to be created. A mental andemotional exchange between brand and consumer has to be established.

Why does markenwelten by iris brosch represent a successful newapproach?

markenwelten by iris brosch involves various media in different formats reflectedin her characteristic photographs. A brand event marks the kick off of a campaign.Based on the appearance of the brand, the product is brought to public attention ina »personal way«. A performance is staged, and the curious consumer participatesin the creation of a brand picture, which he has seen before only in newspapers andfrom a distance. The event has a great influence on the consumer, who will recall theevent itself and associate the product with his recollection for days from then. Anemotional bond has been created.

What follows the event?

The photos, films, projections, texts, sounds and contacts generated in the course ofthe event are consequently integrated in the marketing strategy. Photos serve asadvertising material, sounds as ring tones, videos as mobile movies or TV commercials.

Iris Brosch and Ulrike Reinhard about markenwelten, June 2005

Video Projection in the Museo della Musica for the Venice Biennale 2005

The creat ion of a brand

With her unique style of photography, Iris Brosch has staged many international brandsduring the past years. Coming from fashion and advertising photography, she hasenhanced her work with her latest project »Divinita — Le paradis est ou je suis.«»Divinita« was an event of three days during the 51st biennial arts exhibition in Venicesponsored by Iris Brosch.

Iris Brosch is convinced that traditional advertising has reached a saturation point — asfar as design, consumer access and absorption capacities are concerned. The targetis to overcome these limitations with new concepts. »Divinita« represents such a newmultimedia marketing concept. Starting point is an interactive multimedia performanceover several days. Essential elements are video, film, photos, songs, sounds, and theintegration of the public. Designed as a 3-day arts project for the biennial arts exhibitionin Venice, »Divinita« developed an enormous impact of communication. More than10,000 postcards were distributed by female »announcers« walking through the city in»processions«. More than 20,000 people participated in performances and installationsat the Museo della Musica. In the garden of the museum a permanent exhibition wasstaged with huge friezes of photographs (3 x 20 m), a photo ceiling (6 x 10 m), chora-le performances, video installations on screens let the visitors drift into a virtual world...

The response of the media was enormous

Iris Brosch would not be Iris Brosch, if she did not follow her marketing instinctregarding the new project. Her idea is the creation of markenwelten allowingeffects for individual brands, which could not be achieved by use of traditional instru-ments of communication. Based on the event the generated media (photos, movies,sounds, customer information) become an integrated part of the marketing concept(dealer advertising, TV commercials, displays, micro movies) in a very focused way.A brand can be established on such a basis. The limits of perception and accessibilityof communication disappear... Ulrike Reinhard

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The event as starting point of the advertising campaign

markenwelten always start with a 2 to 3-day event: The brand goes public. The»distribution« of the product attracts a high degree of attention and leads to a con-siderable value of recognition. The effect is an emotional bond between potential con-sumer and product.

During this event the basic elements for all further actions of markenwelten areproduced: photographs, movies, sounds, press releases, sales promotion, etc. Afterthe starting event, the campaign is carried out in a consistent and integral way.

Iris Brosch leading the team through the streets of Venice

Singers from the choir of church Saint Eustache

Performance including public Iris Brosch showing polaroids to participants

Utilization of photographs

Photos are used for adverti-sing, PR and direct marketingcampaigns, displays, posters,flags, etc.

The copyrights on these photo-graphs are assigned for unlimi-ted use for a certain period oftime.

Photographic ceiling (6 x 10 m) presented in the Museo della Musica, Venice


Performance Ponte del Paradiso for theVenice Biennale 2005

Utilization of films

Films and videos are used as basic material for PR films, advertisements, TV events,commercials, internet and mobile communications like micro movies for mobilephones etc.

The copyrights on these films are assigned for unlimited use for a certain period oftime.


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Utilization of sound

Sound in general can be used as integrated part of the CI of the brand (sounddesign), e.g. a sound logo, a CD released for the brand or even individual compositions.This clearly increases the value of recognition of a brand.

The copyrights on these sounds are assigned for unlimited use for a certain periodof time.

markenwe l t e n by iris brosch

Neo Soprano Nicole Renaud duringPerformance with singers fromChoir of Church St Eustache in an installation by Barbara Staib in theMuseo della Musica, Venice

Sales promotion

The brand event itself already has the purpose of a sales promotionactivity. Furthermore, markenwe l ten by iris brosch offersoptions for utilization in trade (display), as merchandising product,and in the field of PR.


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– TV and radio commercials

– Image film

– Poster

– Newspaper ads

– Display

– Internet

– Mobile communications

– Ring tones

– CD (sound), DVD (films) and book

– Wrapping

– DJ and VJ events

– Road shows......

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iris_maßn.plan_440x210_engl. 31.08.2005 8:03 Uhr Seite 1

markenwelten by iris brosch

contact:ulrike reinhard plöck 46a 69117 heidelberg germany+49 (0) 62 21. 16 36 30 [email protected]

atelier brosch 171 rue du temple 75003 paris france +33 (0) 1. 44 61 09 44 [email protected]/biennale

iris_maßn.plan_440x210_engl. 31.08.2005 8:03 Uhr Seite 2

ulrike reinhard plöck 46a 69117 heidelberg germany +49 (0) 62 21. 16 36 30 [email protected] brosch 171 rue du temple 75003 paris france +33 (0) 1. 44 61 09 44 [email protected]





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