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
