OUGD503 - Studio Brief 2/Collaborative Practice
Denim Education - Concept
A key element of the brief was use the campaign as a platform to educate the user about the 4 key aspects of Gap Denim: Heritage, Social Responsibility, Fabric and technology and fits and washes. This had to be communicated in a way to engage the audience and not patronise or disengage them from this information. Looking at the psychographic profiling of the audience it is established they are young professionals therefore will be educated and switched on so spelling out every benefit wouldn't be an effective way to communicate the information as the user is capable of putting tow and two together. Another feature that came from this profile was that they are always on the move between there work life and social life so wouldn't have time to sit down and read long passages of information, this lead me to conclude short concise statements would be more effective to target this intellectual, on the go demographic.
Based on this research we concluded statements would be a more effective way to target the audience, this paired with the restrictions of the brief that the images would only have 20% as a rule from Facebook further persuaded us this would be the best way to resolve this element of the brief. Thinking further ahead we established we would have to create a campaign website to run along the social media campaign that would act as a centralised home for all the different elements of the campaign and would provide the user with extended information about each of the 4 aspects, This is presented to the user as an invitation to find out more information which will appeal to the target audiences curiosity being offered the information instead of being bombarded with it. Instead they are met with engaging graphics to peak there interest which they will then take away and actively engage with the supporting information.
I started to come up with some punch dynamic statements that would engage the audience and be rememberable at a glance. This proved more difficult than I initially perceived as the statements needed to holistically represent one of the major aspects Gap wants to educate the user about, yet it needed to be short snappy and rememberable for the user. Through brainstorming and progressive development I came up with the following statement:
Fits your body and your style - This takes from the illustrations which depict different body sizes and shapes to represent how Gap is inclusive and its denim is made to fit your body creative a personal connection with the audience as if speaking directly to them. This statement reflects the variety of fits and washes Gap produces which will educate the user about this aspect.
Good for you, Great for the environment - This educates the user about Gap's awareness of social responsibility providing a number of community based opportunities as well as actively making their production methods as sustainable as possible. This statement uses 2nd person pronoun to attribute the individual to the action almost making it appear as though the good gap is doing will be transferred to the user if they support the brand and buy their denim.
Looks great, Feels Amazing , Made to last - Targeting the fabric and technology aspect stated in the brief, this element looks at three distinguishing factors of jeans, firstly that they'll make the individual look good (style), That they will feel good to wear (comfort) and thirdly that they will last a long time being produced from high quality denim so they act as an investment (lifespan) these elements promote the fabric and technologies developed by Gap and begin to suggest that it is the ultimate denim destination.
A contemporary classic, Since 1969 - This statement eludes to the heritage of the band, I didn't want to make this seem outdated therefore the contemporary classic represents of the brand has remained contemporary over its lifetime evolving to a classic but not loosing touch with its current audience, the date adds further sense of this heritage to add authority the brand as its been around for so long.
These statements are all highly effective in communicating the different aspects highlighted in the brief. The languages used is purposely emotive and features the second person pronoun of 'you' to make the messages speak to each individual making them more effective and rememberable. The next stage of the development is to crete custom illustrations that can anchor these statements and aesthetically engage the audience to interact with this element of the campaign.
A key element of the brief was use the campaign as a platform to educate the user about the 4 key aspects of Gap Denim: Heritage, Social Responsibility, Fabric and technology and fits and washes. This had to be communicated in a way to engage the audience and not patronise or disengage them from this information. Looking at the psychographic profiling of the audience it is established they are young professionals therefore will be educated and switched on so spelling out every benefit wouldn't be an effective way to communicate the information as the user is capable of putting tow and two together. Another feature that came from this profile was that they are always on the move between there work life and social life so wouldn't have time to sit down and read long passages of information, this lead me to conclude short concise statements would be more effective to target this intellectual, on the go demographic.
Based on this research we concluded statements would be a more effective way to target the audience, this paired with the restrictions of the brief that the images would only have 20% as a rule from Facebook further persuaded us this would be the best way to resolve this element of the brief. Thinking further ahead we established we would have to create a campaign website to run along the social media campaign that would act as a centralised home for all the different elements of the campaign and would provide the user with extended information about each of the 4 aspects, This is presented to the user as an invitation to find out more information which will appeal to the target audiences curiosity being offered the information instead of being bombarded with it. Instead they are met with engaging graphics to peak there interest which they will then take away and actively engage with the supporting information.
I started to come up with some punch dynamic statements that would engage the audience and be rememberable at a glance. This proved more difficult than I initially perceived as the statements needed to holistically represent one of the major aspects Gap wants to educate the user about, yet it needed to be short snappy and rememberable for the user. Through brainstorming and progressive development I came up with the following statement:
Good for you, Great for the environment - This educates the user about Gap's awareness of social responsibility providing a number of community based opportunities as well as actively making their production methods as sustainable as possible. This statement uses 2nd person pronoun to attribute the individual to the action almost making it appear as though the good gap is doing will be transferred to the user if they support the brand and buy their denim.
Looks great, Feels Amazing , Made to last - Targeting the fabric and technology aspect stated in the brief, this element looks at three distinguishing factors of jeans, firstly that they'll make the individual look good (style), That they will feel good to wear (comfort) and thirdly that they will last a long time being produced from high quality denim so they act as an investment (lifespan) these elements promote the fabric and technologies developed by Gap and begin to suggest that it is the ultimate denim destination.
A contemporary classic, Since 1969 - This statement eludes to the heritage of the band, I didn't want to make this seem outdated therefore the contemporary classic represents of the brand has remained contemporary over its lifetime evolving to a classic but not loosing touch with its current audience, the date adds further sense of this heritage to add authority the brand as its been around for so long.
These statements are all highly effective in communicating the different aspects highlighted in the brief. The languages used is purposely emotive and features the second person pronoun of 'you' to make the messages speak to each individual making them more effective and rememberable. The next stage of the development is to crete custom illustrations that can anchor these statements and aesthetically engage the audience to interact with this element of the campaign.
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