Project 2Fashion + Beauty

Deliverables for Project 2

Creative:- 3 Ad Print Campaign- Digital Component

Strategy:- Brand Archetypes- Manifesto

12 Archetypes(based on Carl Jung)

Universal human desire +how each Archetype meets the desire

We use Archetypes to create differentiation in a Category

We use Archetypes to appeal to universal human truths

Let’s take a deeper dive

Pick your Brand + Team

- What is the best Archetype for your brand + why (2-3 sentences)

- Write a manifesto (see worksheet)

- Have a clear vision of your consumer (who is she/who is he?)

What are Manifestos?

Clarifies and reminds the rest of the world why the brand wakes up everyday and does what it does.

Usually written from the voice of collective group; is a call-to-action for others to join (aka: a rallying cry).

Find the truth in the brand and tell it.

What are Manifestos?

What are Manifestos?

Fashion + Beauty Category

Topline Review

Brands that are disrupting the Fashion + Beauty Category

Deliverables for Project 2

Creative:- 3 Ad Print Campaign- Digital ComponentStrategy:- Brand Archetypes- Manifesto (see worksheet)

DUE: Thursday, 3/17: - Your Archetype + 2-3 sentence rationale/why- 2 Manifestos (1/team member)- Big Idea/Sketches for Print Campaign

***Final Presentation: Thursday, 4/7***