Download - Lecture: Fashion + Beauty
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
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
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.