Paul Smith Execution.
Introduction.
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The Brief Moodboards & Scamps Outcomes & Campaigns Route to Consumer Social Media Behind the scenes Mock-ups
Consumer Journey
Task
The Brief.
To create a campaign to reclaim Paul Smith as a creative and innovative brand by connecting our audience through the aesthetics of music and art.
Consumer
The younger generation of male millenials. Ted talks argues that boys from a young age should be brought up to understand and break the tradiitons of masculinity, whilst embracing individuality.
Big Idea
To create an interactive, augmented reality game that encourages a shift from the guidlines and structures of ‘masculinity’.
Creative Concept
We wanted to focus our album cover around open outdoor space, taking inspiration from The Beatles Abbey Road album cover and relating this to the searching aspect of the game, in relation to the Big Idea. Taking elements such as the zebra crossing and reimagining them digitally through colour to create an augmented illusion.
Landscape
The game will be available on all mobile devices and will be free of change to make it easily accessible. It will also be available on iPads. The game will be linked to social media platforms to allow players to share with others and create a communal interest.
MOODBOARDS.
Scamps.
OUTCOMES - selection of images from the photoshoot.
main Campaign.
series of smaller campaigns: banner, square and side ad.
Route to consumer. 22%
52%
37%
90%
I decided to ask people around the university what is their favourite social media platform. From the results that I gathered, I decided that I would use Facebook, Snapchat and Instagram in order to connect with the consumer.
Mr Porter
Full campaign advert released.
Behind the scenes footage, also shown on snapchat.
Instagram Countdown of how many days to go until the release of the surprise.
social media.
Will be available to download from the app store.
Promoting the hashtag #breakyour MACHO and getting people to comment words around what masculinity means to them.
Words update on the snapchat filter whenever somebody comments on Instagram and Facebook on certain posts when they add the hashtag #breakyourMACHO
Snapchat
behind the scenes.
Billboards
mock-ups.
Window displays
outdoor
online advertising.
Print Campaigns in i-D Magazine
The campaigns would be placed in i-D magazine as it is known globally as being a magazine that has a large focus around British designers and musicians. As the publication is also focused around fashion and youth culture, it would be perfect to showcase the campaign in it as the app is targeted towards the male millennial. It would also be beneficial for the campaign, as the concept is around breaking away from the traditional ideas of masculinity within our society and culture.
print.
consumer journey.
Awareness 8:00am - Breakfast Consumer will look on social media such as Snapchat and Instagram and see online content such as behind the scenes of the photoshoot.
Discovery 2.00pm - Lunch On their lunch break the consumer will gather further awareness by seeing the campaign in i-D magazine.
5.00pm - Way back home The viewer will spot billboards with the campaign on it around the city .
Engagement 9.00pm - Time to relax The consumer is curious to find out more information and so decides to check Paul Smiths social media platforms in the hope of finding further information.
Target consumer.
Onlin
Prin
The App
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Outdoor