UNIT ONE PRESENTATION

By Amy Brown

Contents

•  The Campaign (3- 6)

•  Purpose (7)

•  Design & Production (8-12)

•  Response (13-16)

•  Distribution Channels (17-21)

•  Audience Research (22-26) •  Wieden + Kennedy Advertising Agency Profile (27-33)

•  Legal & Ethical Issues (34-35)

‘Dress Normal’ Campaign – By GAP

•  Client – GAP

•  Advertising Agency – Wieden + Kennedy

•  Country – UK •  Campaign – Print Campaign

•  Directed By – Sofia Coppola

The Campaign

This print campaign is GAP’s 2014 holiday campaign which was directed by Sofia Coppola. It celebrates those sweet yet sometimes cringe-worthy holiday family moments. The campaign is just one of the parts of GapGiftGuide.com, which is an interactive holiday gift guided that catalogs potential gifts in a stress free way. Its done with ten short films, which give viewers a glimpse into the secret lives led by gloves, mittens and leggings.

The Campaign

This advertising campaign is cross platform with work that is displayed through advertisement on television, via print and also advertised through the radio. They all feature familiar Thanksgiving and Christmas moments ranging from sweet to cringe-worthy, as the characters display items from GAP’s latest collection. Each advert ends with the tagline “You don’t have to get them to give them GAP”

The Campaign

A lot of clothing adverts are very similar, following the same structure. Although, GAP has its own structure which includes a small piece of text in each print which helps to explain the picture to the audience. All of the viewers would recognize GAP's prints as they have the small piece of text which tends to be very meaningful and relatable for the viewer. The advert seems to focus more on the storyline and the structure rather than the actual clothing that the models are wearing. But linking the text in with the colour scheme of the setting that they are in and the clothes that they are wearing makes you focus on the clothing as well as what is going on in the image and I personally think that this is very important in an advert. If a colour scheme wasn't used then I believe that the advert would be slightly washed out by the text as that where the main focus is drawn to. But using text that is same colour as some of the tones in the jumpers that the two girls are wearing means that you also focus on that as well as the text itself. 

The Campaign

The main genre of this campaign is fashion. The fashion campaign focuses the different kind of clothing that the shop is selling. The advertisements show that this is the genre although it goes further than this. The genre also shows the quirkiness of the clothing that is sold there and also shows the clothes in a more retro way.

Purpose

The purpose of this advertising campaign is to promote the brand and the clothing that GAP are offering to the general public. They are putting the clothing across by relating to the audiences through print advertisements. By using something that the audience can relate to will improve the relationship between the company and their potential customers. The print has been made around Christmas time and is shown to be focusing on the holiday times, going by the title - GAP, Holiday 2014. The meaning behind the advert is very strong and touching for those viewing the print. A lot of people would be able to relate this advert as they would be able to relate to the text that is in the image.

Production Process

Concept brief

Creative team Initial ideas

Pitch

Development

Pre Production

Design + Production

This print has a very specific style which I believe would be easily recognizable as GAP products and clothing. There is a specific colour scheme that has been used in this print as the jumpers hold many different colours. The colours follow an autumn scheme, leading up to Christmas which fits well as you can see the leaves on the floor from the trees. The two different colours in the trousers that the girls are wearing contrast each other with one being light and one being dark. This is also shown in the shoes that the two girls are wearing in the print. This has been carefully thought through to make sure that the colours fit well with the other clothes and also fit in with the autumn colour scheme.

Design + Production

In the image the two models are mirroring each others body language which is very effective. Both of the models have blonde hair which I personally think works very well as they are following the autumn colour scheme. Although brown and ginger would also work, they would be washed out by the background of the image as the fence in the background is a deep red.  A lot of clothing adverts are very similar, following the same structure. Although, GAP has its own structure which includes a small piece of text in each print which helps to explain the picture to the audience. All of the viewers would recognize GAP's prints as they have the small piece of text which tends to be very meaningful and relatable for the viewer.

Design + Production

In this specific advert it seems to fit the female target audience rather than the males. The clothing in the advert are female clothing and the two models are both female. This means that females would be more able to relate to the advert. The autumn colours such as the deep reds, purples, browns and the pastel colours seem to be more female colours rather than male colours. I believe that when this advert was being created the designers wanted to connect with those viewing the print and there is no better way to do that than pick out something that happens around this period of time which is seeing people that you haven't seen in a long time. Adding that small amount of text really helps with the design and helps the viewer to connect with the image.

The advert seems to focus more on the storyline and the structure rather than the actual clothing that the models are wearing. But linking the text in with the colour scheme of the setting that they are in and the clothes that they are wearing makes you focus on the clothing as well as what is going on in the image and I personally think that this is very important in an advert. If a colour scheme wasn’t used then I believe that the advert would be slightly washed out by the text as that where the main focus is drawn to. But using text that is same colour as some of the tones in the jumpers that the two girls are wearing means that you also focus on that as well as the text itself.  In the image the two models are mirroring each others body language which is very effective. Both of the models have blonde hair which I personally think works very well as they are following the autumn colour scheme. Although brown and ginger would also work, they would be washed out by the background of the image as the fence in the background is a deep red. 

Design + Production

The GAP logo also appears on the advert which is very important as for someone that is new to hear about the company can easily access it by looking at the print. Rather than having the logo in the corner of the page or hidden at the top or the bottom it is shown nearly in the middle which allows you to focus on it and find it easily. Not only is the logo just on the page, it is on top of a square box which holds the colour scheme - allowing the logo to stand out in the image.

Design + Production

'American retailer Gap raised eyebrows with its "Dress Normal" campaign. But, as it turns out, no one wants to dress normal. On Thursday, the retailer reported comparable sales for November rose 6 per cent to $1.72 billion from $1.63 billion. The uptick was driven by its Old Navy brand, which saw sales soar 18 per cent, and Banana Republic, up 2 per cent. However, its Gap brand was down 4 per cent, extending losses for yet another consecutive month following a 7 per cent decline in October despite heavy promotions in-store and online discounts. Judging by the numbers, it looks like its customers don't want to dress "normal" after all.’

On the 5th December a web reporter for The Independent called Maria Tadeo wrote the article below. This shows the main response of what people have written about online. Everyone seems to have the same opinion on this campaign.

Response

In a press release Gap described the campaign as a "rallying cry to be confident in who we are by dressing how we're most comfortable.” Jezebel described the campaign as “blah,” and quoted other analysts saying Gap had “missed the mark” by jumping on the “normcore” bandwagon.

Response

'Gap’s Dress Normal Campaign Isn’t Working Because Normal People Don’t Want to Be Normal'

The holiday campaign is part of the retailer’s beleaguered “Dress Normal” campaign, which, has gotten flak from critics who ask why Gap gets to decide what “normal” looks like. Sales for the retailer have taken a hit, too. “Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience,” Seth Farbman, Gap’s global CMO said in a statement. “It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand.” “Finding your own version of ‘dress normal’ is an art – my normal is different from your normal, and that’s the essence of the campaign,”

Response

The adverts seem to focus on the unavoidable interactions between friends, relatives and colleagues around the Christmas period. The adverts seem to focus a lot more on what is going on in the advert than the clothes that Gap is supposed to be promoting to the viewers. This is a search into Google of Gap's Dress Normal campaign. Nearly all of the results are from newspapers or magazines who seem to be reviewing the campaign. Most of the responses are negative as you can see from the image above.

Response

After more research into Gap's advertising I have come to the conclusion that they haven't really used much outdoor advertising such as bus stops, posters, fliers, etc. Although they have advertised through their shops with posters on their windows for example, but no outdoor advertising away from their shops. If Gap really wanted to advertise their company to more people and of all different ages then they should look at advertising in busy places using magazines, billboards and promotions. This could be done in offices, universities, colleges etc. They could promote their clothing by creating a campaign where those who shop at their store and others have a chance to win something - such as a £100 voucher to spend at any of their store. Personally, I think that this would work a lot more than telling people to dress normal when no one really wants to be classed as normal as everyone likes to believe that they are unique in their own way.

Distribution Channels

Distribution Channels

To advertise your campaign in a magazine or a newspaper it costs a sum of money depending on where abouts you would like to have your advert displayed, how much space it will take up and if its coloured or black and white. Below are the 2014 prices for space in a magazine.

The cost of advertising in an office, university or a college will be substantially lower than advertising in a magazine or at a bus stop or on a bill board. Although, I think could be more effective in some aspects as its more personal knowing that they are working closely with the place that you attend.

All of the people are the offices, universities or college are in reach of the product and are more likely to create a relationship with the products that you are offering as they will feel that the company are targeting them and their age group - although they will be doing this with a lot of people. Any other types of audience that they attract from this will just be an added bonus to the situation. YouTube advertisers pay per view of their ad, with an average cost-per-view ranging between $.10 – $.30. The views also count toward your overall YouTube views. On YouTube there are four standard types of adformats: In-search – an ad shows up above the YouTube search results. 

Distribution Channels

Google advertising or Google Adwords lets you decide the cost to run your ads. However, the minimum bid required depends on the competitive score of your keywords. The more competitive a keyword, the more your minimum bid required would be to run the ad. You can have your ad campaigns run tailored to your budget and that's the biggest advantage about Adwords. However, the more your budget, the more impressions and the resulting click through rates (CTR) you will be able to achieve, under the conditions that you have a good competitive Quality Score.

Distribution Channels

You could choose to have your ads displayed in Google search, Google search network, Google Content Network. You again have the option to choose for pay per click (i.e, you pay each time somebody clicks your ad) or pay per thousand impressions which is applicable for content network (you pay the amount for every 1000 impressions gained. The clicks are not accounted). The cost of advertising on a billboard in the UK is shown here:

Distribution Channels

Audience Research

I conducted some audience research from some family and friends..

Audience Research

I conducted some audience research from some family and friends..

Audience Research

I conducted some audience research from some family and friends..

Audience Research

I conducted some audience research from some family and friends..

Audience Research

I conducted some audience research from some family and friends..

Wieden + Kennedy are the agency that created GAP’s advertising campaign. Wieden + Kennedy is an independently owned American advertising agency best known for its work for Nike. Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, it is one of the largest independently owned advertising agencies in the world. Wieden + Kennedy are an independent creatively driven advertising agency that creates strong and provocative relationships between good companies and their customers. They believe that it doesn't matter where and how in what medium an idea is expressed, you still have to start with a good one.

Wieden + Kennedy

Wieden + Kennedy - Key Facts

Created – 1982 Number of staff – 1,040 Number of countries – 6 Number of offices – 7 Asia Pacific – 3 North America – 2 EMEA – 2

International Clients Nike (Global excluding Japan) Nokia (Global) Nestea (Global excluding US and Japan) Coca-Cola (EMEA and North America) EA Games (US, Asia, Latin America, Africa)

Key Local Clients APAC Nike North America ABC, Coca-Cola, Diet Coke, Converse, EA Games, ESPN, Levi’s North America, Nike Old Spice, Target UK Honda, Nike

Major Wins Levi’s (US) EA Games Digital Media Planning And buying (US) Delta Airlines (US) Nestea (Global) Fair-trade (UK) Ebay (India)

Wieden + Kennedy

Over the past year, Wieden + Kennedy has expanded and rebuilt new digital departments all around the network. These efforts are evident in terms of the breadth of work coming out of each office – from large-scale sites to flash experiences and web applications. It has expanded its experience of the social media world alongside additions to its strategy and planning teams.  Wieden + Kennedy has won new business in all its offices across the network and in London it is launching Platform on 9th September. Platform is a creative talent hub that will draws on knowledge from the worlds of arts, sciences and technology across the globe, who will work on specialist projects as well as live business problems. 

In March 2009, Tony Davidson and Kim Papworth, ECDs in the London

office, were appointed agency partners of the global Wieden +

Kennedy network. This is the first partnership since 1996 and the

first time any agency partners have been appointed outside the global headquarters in Portland, Oregon.

There independence is reflected through the work and culture of each of their offices.

Portland New York Sao Paulo London Amsterdam Delhi Shanghai Tokyo

Wieden + Kennedy - Global

There are many different people that work for Wieden + Kennedy which all play different roles in the company.

Wieden + Kennedy – Company Roles

Wieden and Kennedy have a lot of different clients which can be found all over the world. Some of the main clients of them are shown below.

Wieden + Kennedy - Clients

Portland Clients New York Clients

Wieden + Kennedy - Competitors

Legal & Ethical Issues - ASA

Role of relevant regulatory bodies •  ASA stands for Advertising Standards Authority •  It regulates the advertising industry in the UK •  Non-statutory organization so they cannot

interpret of enforce legislation •  Advertising is affected by the change of

concerns of society •  Works with multimedia platforms •  Sophisticated and visually literate audience

Adverts have to be: •  Legal •  Honest •  Decent •  Truthful •  Have to ensure consumers are not misled,

harmed or offended by ads.

Legal & Ethical Issues

Body Image – Nearly all of the models that represent fashion houses are abnormally thin, in keeping with the perceived preferences of the public. This focus on extreme thinness in women has been blamed for eating disorders and poor body image among some women whose bodies do not conform to this idealized image. The models that have been used in the GAP Dress normal campaign are all of an ideal weight and size which shouldn’t cause any ethical issues with the general public.

Legal & Ethical Issues

Fur - Fashions that use real animal fur support the fur industry, which is infamous for its inhumane treatment of animals. Fur is acquired either by trapping wild animals and skinning them or by raising animals domestically for their fur. Although, GAP doesn’t advertise any fur in their campaign which means they are not going to cause any legal or ethical issues with the public viewing and following their campaign.

Legal & Ethical Issues

Younger Models - A lot of clothing ranges use children to model their clothing of their younger clothing brands. This is a good idea but can also be risky if consent has not been given by the child’s parent/s. GAP has used a child model in one of their print adverts but have had consent from the child’s parent/s as they have been included in the adverts.

THE END

By Amy Brown