CELINE commercial
The challenge I had for this ad campaign was to make Celine a relevant and stylish brand to Gen Z & Millennial targets. To do so, the brand needed to make a clear statement that the targeted group would support.
For my final concept, I have decided to focus more on the brand message “femininity within masculinity” and develop it more. After the research, I decided to go with “unisex” clothing for Celine, as the brand needed to raise a real problem that would attract a young audience. But the word itself was not right. I looked for a more suitable synonym, and that is how my headline “gender-free” emerged.
For my final concept, I have decided to focus more on the brand message “femininity within masculinity” and develop it more. After the research, I decided to go with “unisex” clothing for Celine, as the brand needed to raise a real problem that would attract a young audience. But the word itself was not right. I looked for a more suitable synonym, and that is how my headline “gender-free” emerged.
The imagery on my posters/digital ads aim to reflect freedom - and for that reason, I used photos of nature and its endless open spaces. People are dressed in the same clothes to show the gender neutrality of the clothing line. Besides, I added the imagery of touching hands to the foreground to demonstrate that we all are humans, which is what matters (no matter what nature gave you at birth). And the hands are the metaphor for human unity.
Thank you!
