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Posts from the ‘CAMPAIGNS’ Category

An oldie but a goodie

I stumbled across this clip for the first time today.

I always think I’m going to grow out of it but it’s still one of my favourite fragrances and apparently I’m not alone!

 

 

mia famiglia

DOLCE & GABBANA MENS WINTER 2015

2OPINIONATED is loving the latest instalment in Dolce & Gabbana’s ‘Italian Family’ series. The brand has been evolving this theme since Spring/Summer 2012 and the latest mens campaign is just as compelling as the previous print ads of the series. So what exactly makes the “Italian Family’ campaign such a standout?

  1. Firstly, Dolce & Gabbana have absolutely mastered the art of storytelling in the ‘Italian Family’ series. Each image, is like a highly stylised still in the saga of Italian family life and each image has me asking…’what happens next’?
  2. They are a subtle, yet successful ode to the brands country of origin and they speak directly to the Italian ability to inject an innate sense of style into everyday living.
  3. These campaigns are beautifully shot and ultimately provide me with an incentive to be a part of the Dolce & Gabbana family by making that D&G purchase!

 

Dolce

Gand G2

D and G 3

 

A 2OPINIONATED RATING of Perfection – ★★★★★ 

Tell us your opinion on the next chapter in the Dolce & Gabbana ‘Italian Family” story?

 

TIME TO BE OPINIONATED ONCE AGAIN

We were wondering what your opinion was on Alexa Chung for Longchamp?

SP-LEMON

 

Loving Lanvin

PICK A COLOUR ANY COLOUR

Another example of Parisian perfection.

I absolutely loved these Lanvin windows. Bold, bright and beautiful – such a simple concept, executed to perfection.

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All in all… a total call to action. I’m feeing the purchasing power of these displays.

ARE YOU FEELING THE LANVIN LOVE AS WELL?

Where should a brand draw the line?

DEATH BECOMES HER

In a world of Instagram, Facebook and Twitter – if you’re a public figure the lines between your public and private life are constantly blurred. And if you’re the person in charge of the publicity for a major fashion brand it can be a constant challenge to navigate the positive and negative implications of celebrity endorsement.

So where should a brand draw the line with its social media activity?

I was shocked to discover that such an established local brand, like Carla Zampatti  didn’t draw the line when posting an image of a local celebrity at another’s memorial service. You would have thought that after the fall out from the Valentino post of Amy Adams at Philip Seymour Hoffman’s funeral this sort of social media activity would have declared this a no-go zone. Read more

The Power of Paris

WINDOW DRESSING WITH DIOR

Let’s face it – there is no other city in the world quite like Paris. Nothing compares to wandering the streets of Paris if you’re seeking to be seriously inspired !

For luxury brands; the brands actual ‘country of origin’ is intrinsically linked to the brand personality and ultimately has a significant impact on the brands ongoing campaign development. 2OPINIONATED has often examined how effective leading brands are in delivering on their ‘print to purchase’ experience and over the next few weeks I’m going to share my in-store experiences from my recent trip to France.

Many moments from my trip to Paris inspired me, several moved me and some moments made me question the strategies of some of the worlds most recognisable brands.

CASE NO: 1 – DIOR DELIVERS

What’s not to love about the Dior display below?

Look closely and you will see that the handbags are made up entirely of Dior lipsticks (simple, yet effective). I love the way this display cleverly combined two of the Dior’s key merchandise categories, visually it actually drew you in from the other side of the street and it was seriously interesting to observe how consumers interacted with the display.

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This display comes on the tail end of the Dior Rouge Fall/Winter 13/14 Campaign featuring Natalie Portman as seen below.

Screen Shot 2013-10-26 at 10_24_33 PM

to find out more about the making of this campaign please watch the clip below

This Paris moment indicated to me that there were true synergies between all the consumer touch points with the Dior brand. This window display and the corresponding print campaign truly speaks to the well-known fact that – a new red lippy can change your mood…make your day…or change your life!

In fact, Dior’s Zinnia Red Lipstick was previously featured as one of my 2OPINIONATED Life Changing Purchases (LCP).

When applying the 2OPINIONATED 5 P’s of SHOPPING; Dior delivers both in terms of personality, production value and successfully delivering on their brand promise. What’s more, in combination all these factors ultimately represented a call to action.

I’m giving this visit to the Dior Rue Saint Honore store in Paris  a rare 2OPINIONATED 5 star rating – serious purchasing power!

Perfection ★★★★★  

 

JUDGEMENT DAY

YOU’RE LOVING NICOLE KIDMAN FOR JIMMY CHOO

The results are in… did you love it, did you find it lukewarm or did it leave you cold?

…67% of 2OPINIONATED followers ‘love’ the 2013 Autumn/Winter Jimmy Choo campaign featuring Nicole Kidman, as featured below.

Given that we’re always 2OPINIONATED, I thought I would share my opinions on these images by Mickael Jansson.

  1. I LOVED – The fact that Jimmy Choo have resisted the urge to use some young dolly bird in the campaign. It’s refreshing to see that the brand chose to use a 46 year old woman and challenge the idea of how a woman in her 40’s should be perceived. It’s positive brand messaging…after all who buys Jimmy Choo shoes anyway?
  2. I’M LUKEWARM – about the power of the images themselves. For me there’s no call to action, no I have gotta have it desire to purchase any of the Fall/Winter 2013 Jimmy Choo collection when I view these images – and surely that’s the ultimate objective of any campaign?
  3. Nicole Kidman’s dodgy red wig LEAVES ME COLD –  In my opinion its much more Austin Powers than it is luxury branding!

All in all I would give this campaign a 2OPINIONATED rating of

Palatable ★★★  

Hannah Brooks

THESE BOOTS ARE MADE FOR WALKING

TOD’S AUTUMN/WINTER 2013

Some of the most popular 2OPINIONATED posts, like TOD’S NEEDS THERAPY  have discussed TOD’S print campaigns including the Spring/Summer 2012 campaign below.

It appears that TOD’S may have listened to our opinions as they have decided it was finally time to get off the sofa!

Anouk Lepere for Tods Ad campaign (Spring-Summer 2012) photo shoot by Laurie Bartley

At 2OPINIONATED we are delighted to see that in their Autumn/Winter 2013 campaign TOD’S has recognised that women tend to spend less time draped over a chaise lounge, with a vacant expression on their face and more time strutting their stuff.

TOD’S AUTUMN/WINTER 2013 CAMPAIGN – Shot by Michelango Batlista

At 2OPINIONATED WE SAY BRAVO TOD’S!

It’s one small step forward for TOD’S and one giant leap forward for womankind.

HANNAH BROOKS

 

REVLON FOR THE NEXT GENERATION?

WOE IS ME

As the saying goes…another day another dodgy Revlon campaign.

It’s true, 2OPINIONATED has never been particularly fond of Revlon campaigns as the previous post YSL, Chanel or Revlon will attest and I have to admit to being deeply offended when confronted with the three-story high version of the Revlon Fall/Winter 2013 campaign at my local Westfield.

Perhaps I’m easily offended but here’s the reasons why I chose to take offence:

  • Firstly, I love Emma Stone and I don’t think this campaign does her any favours at all
  • Secondly, I have a lifelong love of rubies and it saddens me to see them so cheapened
  • and thirdly I think the next generation of Revlon consumers deserve something a little bit more innovative than these trite campaigns

One of my many gigs is teaching marketing to fashion students here in Sydney Australia. In one of my lessons, we discuss as a group, Emma Stone’s first print campaign for Revlon, as seen below.

revlon-ss-2012-emma-stone-by-craig-mcdean1 Read more

FAREWELL MARC JACOBS

SAY HELLO TO?

It’s time for Marc Jacobs to take a bow and end his lucrative collaboration as creative director for Louis Vuitton. I have always marvelled at his ability to successful steer the helm of Louis Vuitton whilst ensuring the startling growth of his own brand. Sure, Marc Jacobs isn’t  alone in heading up the design inspiration for two luxury brands . Karl Lagerfeld impressively manages to be both head designer and creative director of Chanel and Fendi.  Surely even for the most hardworking and talented designer this is too much to ask and at some point, at sometime, something has got to give! It would appear that the time is now for Jacobs as he and his business partner Robert Duffy leave LV to focus on preparing the Mark Jacobs brand for its IPO.

It will be interesting to see how the fortunes of LVMH’s cash cow, Louis Vuitton will fair post Marc Jacobs. Is the brand in its current state, bigger than the man himself? It does pose the question…how important is a particular designer to livelihood of a luxury brand? The house of Versace has famously fallen on hard times since the death of its founder and designer Gianni Versace in 1997. Even though Louis Vuitton has been around since 1854, modern luxury branding is often more a matter of mere personality than anything else. I suppose only time will tell as we all prepare to watch this space!

So thanks for the memories Marc (welcome…who knows??) LV is yet to name Marc Jacobs successor. For those of you who are still in mourning, why not watch the clip below of MJ’s last show for Louis Vuitton. I hope it helps to ease the pain. x

HANNAH BROOKS

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