I have noticed that only if a brand has partnership with a celebrity, whose name would be definitely shown on the advertising printing. One of the examples is the versatile and fashinating Italian actress, Asia Argento, was the face for Miss Sixty, hence "Asia Argento for Miss Sixty" has been always there with other information like "www.misssixty.com" during their two-year collaboration. However, Miss Sixty has a quite interesting advertising campaign this time to bring out their spring summer 2007 collection. Two top models, Vlada Roslyakova and Daiane Conterato, have shown very different styles respectively; nevertheless, the thing is they may not be recognised by those people who are not fashionistas. As a result, the background is chosen to be light pink, two models represent contrary looks, in addition, the most arresting part is one is colourful and more feminine but the other one is boyly in mainly black and white. In my opinion, these factors make this campaign really stand out amongst the competitors since the brand's personality is shown clearly and more importantly, I believe the brand would be indeed perceived just as Miss Sixty perspectives.
Considering AllSaints' personality and perceived position, I am not going to use any celebrity in my campaign; that is to say, I have to figure out other means to make it recognisable and outstanding. My idea at the moment is to create some kind of signature layout, which would definitely become one part of AllSaints' corporate identity in the future. The other thing is I would rather like to set up a theme for my campaign than have a strap-line for the brand, it is because I feel AllSaints still have a lot of possibility and I would absolutely not place restriction on it.
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