Whistles YCN Competition Brief Responsive OUIL: Orlaith Conlon
The Creative Challenge Design a concept and campaign for the first ever Whistles scent. The concept should take into consideration our brand positioning, mission and strategies. It should target the female and male Whistles customer as well as attract a new customer to the brand. There are many product opportunities and innovations in the scent industry, and we are very open-minded to the approach here. It could be focussed on one product area or a collection of products in this category. This is a totally new category for Whistles. We don’t currently offer any scented products but we want you to help us change that. We’re looking for ideas of what the scent should be, how it would be packaged and how we would bring the product to market via PR and marketing campaigns. You are free to demonstrate how you would communicate your concept in one or more campaign channels. You are free to consider potential brand partners that we could work with to develop the scent and also how your concepts would be displayed in-store and online.
Who is doing it right? Some of the brands we look up to are: ~Byredo ~Le Labo ~Comme des Garรงons
The Whistles Woman: Intelligent, independent, discerning. She wants clothes that cater to all parts of her purposeful life. She values design and service – she wants to feel elegant and relaxed in her clothes.
The Whistles Man: Aware, selective, confident. He values contemporary design with modern utility. He wants to shop from an edited collection that feels considered and versatile, combining understated looks with refined styling; produced to be relevant for work and leisure in the knowledge that