Brand Project Communication and Media by Sandra Kristbjarnardóttir Gunnlaugur Elíasson Clara Escobar
ZARA Zara offers clothing for every occasion, you can find every outfit at their stores. You can find fashionable clothing at good price and feel like you are wearing luxurious wear. Context Zara’s model is relaxed, confident and comfortable. There’s a effortless feel of the ad when she’s walking down the street wearing clothes in earth colours. She can be dress in different garments depending on where she is: at the park, in a date, taking a walk, at the office, in a cocktail, etc. Tone There wouldn’t be any spoken communication in the ad because Zara uses a clean approach to his costumers simulating a luxury brand. They only want that their name stays in their minds (“endure”, “last”) Casting A model that is not known or at least not that much. A model that looks elegant, simple and beautiful. A reachable beauty because the Zara costumers are the common woman. A model that looks natural and can wear really beautifully all the garments. Location Down town in the city. In different situations. Showing that Zara’s clothing is for every place and occasion. Colouring The colours of the clothing in the ad would all be in earth colours (trying to mach the trend and season). Brown, beige, black and white with maybe jeans but otherwise simple, sophisticated colours. Colours for the classic woman with a fashionable touch. The surrounding is down to earth as well matching the clothes. Music The Music is mellow, not to soft but definitely not with an upbeat. We want to simulate to the music used in a luxury brand store. Just a subtle music that accompanies a sophisticated woman in her everyday life. Authorities A photographer that works well with simplicity and gives it life. We want the pictures to look casual, natural, like they have been taken from a woman doing her normal day or week.