"If 99 percent of TV ads are in color, then why not think of utilizing black-and-white or duotone film? They're ponging, so you ping. Take the least traveled path." - Page 182, Advertising by Design.
My creative content will consist of two models that will be consistently used for months to come. This is so the Report Signature consumer gets familiar with a face and starts building an emotional connection with them. The models will of course be wearing Report Signature shoes, I knew I had to stand out of all other footwear ads especially Steve Madden and Christian Louboutin. So, I came up with a concept that would be used season to season. Each season the marketing and advertising departments of the company will pick an iconic trend of a historic milieu. The first will be modern pin-up, this will create a story that will be told each collection and will help to maintain and inspire the client to come back to the brand and take a look at what's going on.
"Other elements that are maintaine might include the color palette, style of images, work from the same photographer or illustrator, or font family. I call that type of campaign "triplets"..." - Page 169, Advertising by Design
I want to use this method of advertising for Report Signature. In fashion especially this method gives the strongest and boldest statement. Repetition is one of the elements of the creative content, I want to use this not literally but to hit the consumer repetitively with the same type of images so they become familiar with our strategy.
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