Creative Brief

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Jillian Wozniak, Lisa Giulianelli, Catherine Slattery

The Campaign: Winter 2017

Objective

To show millennial women that Stella McCartney’s products have the innovative ability of turning trash into luxury items.

Target

WOMEN

GENERATION Y (23-38)

METROPOLITAN (US & UK)

SUSTAINABLE

ECO FRIENDLY

CONFIDENT

FASHION FORWARD

SELF-SUFFICIENT

DISPOSABLE INCOME

WELLNESS CONSCIOUS

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Support

• Our planet has a waste & overconsumption problem, wreaking havoc to our environment.
• Single use & disposable items, particularly from plastic are ending up in landfills, with nearly 300 million tons of plastic produced every year.
• The backdrop/location of the ad is the Eastern Coast of Scotland
• Throughout the new collection they use innovative & recycled materials such as organic cotton, sustainably-sourced viscose, recycled nylon & cruelty-free Skin-Free-Skin.

https://www.stellamccartney.com/experience/us/discover-the-winter-2017-campaign/

Accessible Brand Facts & Figures

Brand

Character

“The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path.” – Stella

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High-end designer fashion intensified through innovative materials, with a sole commitment to helping the environment.

Tone

CONVERSATIONAL

BOLD

GRAVE

HOPEFUL

VINTAGE

AUTHENTIC

AVANT-GARDE

EXPERIMENTAL

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Single

Minded

Proposition

As a designer she shows that you can use waste to create a product that is luxurious, attractive, & functional.

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Big Idea

Using the images of young women dressed in Stella’s clothes made from recycled materials dancing in fields, and walking through a landfill.