Developing a print ad campaign that would be compelling and visually arresting without utilizing product imagery was the initial challenge. The goal was to develop an advertising presence with a visual and contextual edginess that would reflect the hip, chic and trendy nature of the retail store and appeal to a teenage and young adult, female audience within a relatively conservative demographic. The campaign sought to create strong awareness, build word-of-mouth “buzz”, and ultimately demand call to action by increasing store traffic and encouraging an in-store experience that would resonate with the ad experience.
Our campaign strategy capitalized on the unique brand identity and the beautiful zipper pull design, used as an oversized visual element, to break through the “noise” of competitive ads on the page. A bold color palette, engaging headline treatment and angular text placement complete the layout. The clever and deliberate choice of wording succeeds in combining the attributes of seasonal trends and product offerings, demanding and captivating the reader’s attention.