lecture: fashion + beauty
TRANSCRIPT
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Project 2Fashion + Beauty
AD 382: Class 6: March 5th, 2015Gina Collura, Creative Director
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Fashion Advertising
A sea of sameness?
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http://www.youtube.com/watch?v=-d2A0BmvSKM
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Same brand. Same campaign. Same ad agency. Different way to express it.
Gap: Art Films
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Then there’s this…
Marc Jacobs
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Beauty
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Example:What happens when a beautybrand tries to make the category ZAG?
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INSIGHT/TRUTH: Imagine a world where beauty is a source of confidence, not anxiety.
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7-Minute Case Study Video
BIG IDEA: CAMPAIGN FOR REAL BEAUTY
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Example:What happens when a fashion brand ZAGs?
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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.)
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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
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Every agency has their own version
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Every agency has their own version
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Car brands
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Vodka brands
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Water brands
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Pick teams. Pick brands. Id your brand’s Archetype
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Big Idea
Companywhy do they exist?
Consumerwho are they?
Category/Competition
3-5 brands
The 3’C’s Strategic Framework
Insight/Truth
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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.