miércoles, 9 de febrero de 2011

LOEWE COMMUNICATION ANALYSIS 2nd PART





Communication & Media 
by Angela Alvarez and Carla Travesset 

February, 2011


COMMUNICATION ANALYSIS

CONTEXT

Basically, what we want to transmit with this new campaign, is show to our costumer and to the rest of the world the great power of the color that our last collection Spring Summer 2011 is characterized. This last collection is full of youth, femininity and fresh air to the brand, and to the women of today.

We are obviously very aware of our current customer, very based in the tradition and heritage of the brand. But all of this will be still focused in the communication campaign, as well of the luxury and sophisticated look. But this time, we want to give a chance to more color and fresher attitude for this spring summer.


CULTURE & BACKROUND
In terms of communication, Loewe has always let clear that it is a very true to its Spanish roots firm.

Throughout its evolution the brand has been gradually updated according to the new trends,but following always a strictly classical line due to that since the beginning its inception has been to aim an adult and traditional audience.

However, with this last collection the company has turned around 360 degrees with the introduction of more vivid colors and bold forms on the garments.

Therefore,the goal for this new campaign is to rejuvenate the brand values while taking in account the class and exclusivity that has always characterized it.


TONE

With this new message we want to impact our receiver using a tone of communication based on the follwing four key elements: A vivid and strong color scheme, an eternal youth spirit, feminity and freshness. 

Thus our mision is to show that a Loewe’s woman can be adapted to a youthful and casual style without losing her elegance and discretion.


CASTING

In terms of casting, we want to represent the combination of two models from different generations, that show that you can be pretty and sophisticated at any age.

We bocked Bambi Worthwood, the youngest top model of the moment, and the fabulous Kate Moss, that have work with us before. 

Both of them will be the faces of the communication campaign, being part not only the advertising campaign, but also the videos online.


LOCATION

Since LOEWE shows the collection every season in Paris. We want to set our location in this city. Our idea is to shoot our two models wearing the beautiful pieces of our collection in the streets of the city, during a lovely and sunny day in Paris. 

This location will give to the brand a tremendous European feeling all around the world, as well as something very classy as this city has always been characterized. Our topic is "Elegance and sophistication, in the streets of Paris", plus, being forever young with LOEWE.

COLORING

The color palette is the entire collection is the the most important thing, so we really want to emphasize this topic in order to follow a great communication campaign.


"All about the color", freshness, friendly and young attitude, in the city of Paris. 


MUSIC

http://soundcloud.com/janonym/marbert-rocel-my-bed-creaques-park-remix-unofficial-less-bass-more-sound-version

“My bed” is the song that we have chosen according to the change that we want to to on the brand’s image.

It is a song that suggests first and foremost joy,hope and vitality, feelings what this last collection evokes as well.

Song’s melody,voice and lyrics are clearly female and if we had to identify it with some season we will definetily do it with spring or summer because of the positive vibe that it convey,and that’s exactly what we want to communicate.

xxx













miércoles, 19 de enero de 2011

Branding Project: "LOEWE"

Here is attached the link of our branding analyze: By Carla Travesset&Angela Álvarez

http://issuu.com/angelaalvarezurrutia/docs/loewe_final

lunes, 29 de noviembre de 2010

WHAT ABOUT THE FUTURE OF TV???

TV has been always considered as one of the most strongest medias and it's true that still nowadays it is so.

In my personal opinion but TV is probably going to die in the next years.
Of course this won't happen from today to tomorrow, but day by day the medias are growing more and bit by bit the TV supply is starting to be seen as limited.

The TV watcher is constantly fighting with several limitations, like for example the small offer of channels: If you want a bigger number of channels, you'll need to pay for a solution which contains more channels.

Another huge limitation is reflected in the programming, where the watcher is the one who has to be adapted to the TV's timetables, meaning here is that maybe when you have time to watch TV there's no possibility to see that program that interests you just because of the time.
It happens also that each time more is more difficult to find some interesting program because unfortunately the biggest part of the current TV programming could be defined as mediocre and vulgar...

All this generates that at the end you as a TV consumer are going to waist your time watching those programs that doesn't interests you at times that aren't going well for you.
Definitely from my point of view the worst limitation that we can find on TV's supply is the exagerated ammount of advertising, what probably contains a 40% of the display time of the watcher...Thus it's almost unavoidable to take into account that this kind of TV that we have nowadays isn't going have any future.

It is more tempting for the consumer to search for a movie,serie or whatever through internet in new medias just because with this method you have the chance to adapt the programming and all what you want to see to your personal timetable.
This is the reason why right now projects like “Google TV” are in process, because it's obviusly that although internet is supplying an easier way to watch that what you want and when you want, sitting in front of a PC isn't so comfortable than the fact of watching TV on the couch...
So, the best that it could happen is that in a few years people can enjoy of the perfect combination of internet&TV!