Kate Spade - Brand Project 4

Kate Spade Spring 2019 Campaign Creative Brief

By: Marissa Delle Donne, Amanda Lauro & Sia Vlahos

Powerpoint Link: https://docs.google.com/presentation/d/1gEf4gYlH7okTOa-9mhA5BkI20r5OxUF4Nlb6XrQUNxs/edit?usp=sharing

Spring 2019 campaign - https://www.youtube.com/watch?v=v6XSM8Ktmjg

Objective

• To convince girls that Kate Spade products are joyful and colorful, making a girls weekend getaway more fun

Target

• Audience - women of all ages, particularly ages 18-35 for this particular advertisement
• Working women, moms, young millennials, aspiring fashion influencers and gurus that want a weekend getaway and a break from reality
• Treating themselves and not thinking about their causes of stress & to enjoy themselves and their time with each other

Support

• Due to recent events with the death of Kate Spade, this advertisement projects a youthful and happy environment, creating a joyful and lively atmosphere for women to feel confident and support each other
• Prevention of mental health issues and suicide (donation recently to $1 million +)
• Creating a new brand image for themselves
• Their products make enjoying themselves easier
• The products speak for themselves

Brand

• Unapologetic environment with their products
• Movement in feminism
• Wants and creates products to be a statement and eye catching, having most of their products being simple with limited patterns, in addition to their logo
• Unique pieces too (taxis, buses, hearts, disney inspo, etc.)

Tone

• No words presented in the advertisement
• Mostly visual and colorful representation
• House is white, making the products stand out
• Actresses in the video are dressed in colorful outfits
• They’re confused in the beginning, due to not finding the house key, but then are excited and relaxed when they find it
• They are actresses and real people, rather than being unknown models
• Having the audience connect and recognize their faces
• Variety of ages - appealing to a larger audience
• Entire inside of house is white, with the umbrella, furniture, and everything they touch being a color or pattern
• Distracted from the outside world, the one girl cut her hair because she was not thinking about anything else and heard a noise and cut her hair

Single Minded Proposition

• #loveinspades
• Unapologetically feminine
• Embracing womanhood
• Kate Spade as a brand focuses on embracing womanhood and enjoying life pushing feminism through a women’s “spades” especially due to recent events with the death of CEO and Founder, Kate Spade.
• From this, other campaigns were created and their message continues on.

Big Idea

• This ad campaign translates the message of embracing womanhood through escaping reality while wearing Kate Spade clothing and accessories. This supports the idea of women making a bold statement by having the products highlight individuality and confidence.