From season to season fashion brands tempt viewers with creative ideas and exciting plots of new advertising campaigns, but not all remembered then. GoBeauty has prepared a selection of those that are worthy of your attention.
Moschino and road work in 2017
Bright Moschino advertising has not yet had time to appear in magazines but has already infiltrated all social networks. The fans once again honour the genius Jeremy Scott and are preparing to buy all that he does: a hat in the form of a construction helmet, a dress, similar to a billboard or a bag identical to the road cone. In the brand’s new advertising campaign, all this, as always, is presented with great seriousness, integrated into the aesthetics of the ’50s.
Agent Provocateur and Strange Sexuality (2017)
Shortly before it became known about the sale of Agent Provocateur, the photos of their bold advertising campaign in spring/summer 2017 appeared on the network. The campaign was made by two photographers: eminent Mario Sorrenti and a young underground representative Brianna Capozzi. The photos are surprisingly different from the modern glamour and brand representation of sexuality in the spirit of the 2000s. The frank, but strange poses of girls on the streets and in simple interiors with a minimum amount of retouch contest with the perfect beauties of past seasons and at the same time look modern and fresh.
Yves Saint Laurent and the provocative sex sells the idea (2017)
Another equally frank spring campaign presented by the updated Saint Laurent. The creative director of the brand, Anthony Vaccarello, seems to be serious about going back to the fashionable past – the idea of “sex sells”, which is attributed to the photographer of the 1980s, Helmut Newton, and the skinny models – the trend of the 1990s. In early March, French morale guards have already banned several photographs from the spring campaign of the authorship. Banners all over the country had to be removed and replaced with a new shooting.
Nike and «Just Do It» campaign (1988)
The idea of an advertising campaign came to Den Weiden, the owner of the Wieden & Kennedy Advertising Agency. According to Den, he was inspired by the last words of the serial killer and robber Gary Gilmore before the execution. He said, “Just Do It”. Of course, the brand filled the words with other content – the will to victory. Due to this, it became significant to the nation as a whole, and to every heart in particular. Expensive and robust advertising strategy with the use of the best world athletes and celebrities has been fruitful. It allowed Nike to increase its percentage in the North American market from 18 to 43% in the period from 1988 to 1999. Sales around the world have grown from 877 million to 9.2 billion dollars a year.
Deebers and the “A Diamond Is Forever” campaign (1948)
In 1925, writer Anita Loos wrote the following lines in her “Gentlemen Prefer Blondes” book: “… when they kiss your hand you can feel something very good, but unlike kisses diamond and sapphire bracelets are forever”. Later, in 1948, the N.W. Ayer & Son agency was inspired by these words to create a provocative and startling slogan that has been around for 70 years: “A diamond is forever.” Highlight by N.W. Ayer & Son became the fact that they did not advertise the brand, and among the first decided to promote emotions. All their style and all their ideas have long been disassembled in quotations.
