Key Messaging:

  • “Perfectly curated. Effortlessly You.” 

  • “Where comfort meets confidence, and your style tells a story.” 

  • “An edit of moments, not poses.” 

These phrases use our core language to foster a connection between the product and the consumers, while emphasizing how Aritzia has pieces that fit each and every lifestyle. 


Goals:

  1. Increase awareness and relevance among the younger audience demographic through authentic storytelling sought by this group. 

  2. Build social media engagement through interactive content and customer testimonials

  3. Deepen Aritzia’s community value by showcasing lifestyle over product

Target Audience:

We are targeting the younger demographic, likely those 18-35, who have been key drivers in the rise of authentic storytelling campaigns. These consumers value sustainability and individuality over trend consumption, highlighting the need for high-quality products that stand the test of time, while not breaking the bank. The consumers in this audience are likely new to or entering the workforce and need pieces they can use in a variety of different ways throughout their everyday lives. 

Rationale:

This creative brief aims to address the opportunity to deepen Aritzia’s community and brand storytelling through a campaign intended to celebrate authenticity and individuality. The campaign is different from the brand’s traditional advertising style because of the imperfect film component and inclusion of real clients sharing their thoughts, not expertly styled models shot against a white background.

 By focusing on emotion and personal narratives, we can deepen the connection and relatability among younger audiences who often choose this marketing over traditionally polished editorial campaigns. I designed this campaign in alignment with Krawczyk’s (2022) and Sullivan’s (2022) insights of blending a creative concept with audience desires to invoke feelings rather than thoughts.

“You” by Aritzia

Objective:

The objective of this ad campaign is to showcase real Aritzia clients wearing their favorite pieces in their daily lives. We want to humanize the brand and tell a story highlighting the individuality of our clients while initiating relatability and establishing an emotional connection with an audience that values authenticity.

Concept:

The concept of the campaign will feature real clients performing daily tasks while wearing their favorite pieces in their everyday environments. We will film the content with a film camera, emphasizing a raw and unfiltered display of actual clients using Aritzia to elevate their wardrobe. While we will gather clips of these clients throughout their days, we will also include voiceover testimonies that share what Aritzia means to them and how they use their timeless pieces to bring luxury into their everyday lives.

What’s New?:

Currently, Aritzia uses editorial-style photoshoots to show the clothing and how it can be styled. The ads are minimalistic and don’t tell a story, while this campaign emphasizes storytelling over aesthetics. We typically let the clothes speak for themselves, but this campaign is intended to showcase the diverse array of clientele who use our pieces to feel confident. This is a more personal approach, and while still being aspirational, it creates an authentically relatable ad likely to appeal to a wide audience.

Tone & Style:

Visuals: Through the lens of a film camera, the ad will be shot in a soft and natural light, feeling very candid and unposed. The tone will remain true to Aritzia's language and voice, feeling empowering and authentic, but true to each highlighted client. 

Aesthetic: The film aspect will create that raw, unedited aesthetic we are seeking through the campaign. Including some unfocused shots and candid interactions, we intend to keep the brand’s sophistication but introduce imperfection through motion, texture, and organic elements. 

Copy: The style of copy used will be conversational and unpolished, sharing emotions and inspiration rather than key slogans or specific brand language. 


Challenges:

The challenge within this campaign is ensuring consistency with previous brand campaigns while initiating a new advertising style. This imperfect aesthetic must complement the products the same way it showcases the clients, so finding a balance between the story and product is imperative.