Atma Elegance
Creative Concept Document
CĂŠline Roels
w11006723
“
Enjoy both worlds. Don’t be afraid to double play.
“
Contents
Content The beginning
Page # 6
Atma Elegance
10
Luxury
14
Lululemon Atletica
18
The Journey
22
Images References
24
5.
It is like a diamond with a rough exterior. It has a different cut and polishing to others.
7.
Gloriously big, stunningly
robust and
breathtakingly muscular.
Atma Elegance
Atma, signifying true self in Sanskrit, represents the empowerment of finding your inner but most essentially your outer strength. Atma Elegance is a motivational, awareness campaign that explores female athletic beauties and their physical yet graceful attributes within the luxury industry. Quintessentially accentuating that having muscles can be luxurious
11.
“Until the middle of the twentieth century, it was generally considered dangerous and unhealthy for women to build muscles. If a woman began to become muscular, it was thought that she could lose her health, femininity and (very possibly) her husband.” (Chapman D.L. and Vertinsky P., 2010).
Even in today’s society, female athletes and athletic, well-defined beauties elicit strong reactions. The fashion industry either approve, or they critique, generating responses from disgust to incredulity.
13.
Luxury
Ministering to luxury, there is a generic image of the female client and their overall appearance. Presenting a lissom, slender and exceptionally opulent woman. Luxury means different things to various people and can be defined by key words: elegance, happiness, wealth, travel, education and well-being.
15.
However, times are changing and soon muscles will be the new slim. Female athlete endorsements have increased rapidly, naming them ambassadors for fashion brands. This is the time to highlight the luxuriant characteristics that these athletes exemplify and showcase an upcoming trend.
17.
Lululemon Atletica
American sports wear brand, Lululemon Atletica will be the sponsor behind this UK-based campaign. They provide highend work out wear for their clients, and created a community hub where people can learn and discuss the physical and mental aspects of healthy living. Their elite approach towards their customers will enhance the way Atma Elegance engages with luxury brands.
19.
This campaign endorsed by Lululemon Atletica, will act as an investigation into the best ways of promoting both fitness aesthetics and luxury together. The slogan of this campaign “Enjoy both worlds, don’t be afraid to double play” reflects today’s opinions about being either athletic or fashionable and there being a drawback to do both. Atma Elegance will aim to educate women visually and highlight that muscular women can belong in the luxury industry.
21.
The Journey
This multidimensional campaign will take the viewers through an exciting yet enlightening visual journey using nonconventional fitness models. The outputs of this multi-national campaign will consist of a promotional film, print media, online presence, summative campaign lookbook, interaction platform and a closing event. Through all of these components we are hoping to target our female audience and get them involved in spreading our campaign awareness. It is vital that Atma Elegance builds a platform where people can get involved, as female muscularity is a prominent issue. Together we can slowly change beauty ideals and make a brawny, fitness look acceptable and desirable. As with luxury the aim is to create a yearning, the feeling that achieving a sense of leisure is the ultimate fulfilment. By using fitness models we hope our female target audience will feel that sense of elevation and motivation to encourage them to achieve that physique. Achieving a muscular defined body will be like a buying your long-life dream bag.
At the end of our campaign we hope to have inspired girls and women from both a sports and fashion background that having a powerful physique does not make you an outsider. That being athletic and defined will be elegant and approachable. But most importantly that muscle will be the new big thing.
23.
Images References
The beginning http://www.opiomgallery.com/en/artistes/oeuvresphotographe/6/ marc-lagrange http://www.swo.lt/kiek-koju-rodyti-ne-per-daug/ http://actuallyitsaparasol.tumblr.com/post/61068078592/venus-with-biceps-a-pictorial-history-of-muscular Luxury http://themodestreet.blogspot.co.uk/2012_05_01_archive.html http://blog.daum.net/qkwldjaak/17051 http://uhqmodels.ru/miranda-kerr-miranda-kerr-fotograf-eric-guillemain-dlya-zhurnala-vogue-korea/ http://www.wmagazine.com/people/insiders/2013/07/sloane-stephens-professional-tennis-player/
Lululemon Atletica http://thesweatlife.lululemon.com/#opi1134561179 http://thesweatlife.lululemon.com/#opi1870381187 http://la-finezza.livejournal.com/479227.html?thread=4455675
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