Category: Through the line campaign
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Pitch
#revealed
Client
Charles & Keith
Brief
Charles & Keith wants to be known as an international fashion brand.
Insight
There is a dichotomy between public perception of Charles & Keith and its intended brand identity.
Idea
Repackaging Charles & Keith’s brand values to reveal the true spirit of Charles & Keith: one that empowers and inspires purpose.
The manifesto
You cannot choose your style in the dark. You cannot dress in a manner that befits you. You cannot accessorise. You cannot tie your laces. You cannot slip into your pumps. You cannot craft your self-identity. Without luminescence, there can be no revelation.
Here, for all the world to see, under the light of its core principles, is Charles & Keith Revealed.
Tagline & Key Visual
Visual direction: Fun, natural, raw.
Like an elegant skirt that's almost too short, a bold low-cut dress that's almost too sexy. Showing skin is a strong form of empowerment, and there’s nothing more desirable than a woman glowing with confidence.
The key visual incorporates empowering imagery of women with the campaign hashtag #charleskeithrevealed and #revealed. Similar to other lifestyle hashtags like #blessed or #ootd, we want to start a new trend of using the hashtag, which could be used to share their style, motivations, guilty pleasures, confessions, stories.
Phase 1: The What
Phase 1 portrays Charles & Keith as fashion-forward trendsetters. In the consumers’ mindset, they should be thinking that Charles & Keith’s products makes them look good. The main objective is to populate the social media sphere with lots of C&K products and styles through a social media campaign.
In phase 1, encouraging the audience to share their Charles & Keith products and stories is the focus; inciting them to think about their fears, their joys, their happiness, their motivations. The key visual will feature copy that expresses inner thoughts, while also featuring Charles & Keith shoes and accessories. These key visuals will be part of an ad campaign that will appear in print and digital media.
Image copy: I live life at maximum, with fire and grit. I do not walk away from my insecurities, but I run towards my strengths.
Image copy: I am above reproach. My passions are my own. Gasp for air, I will leave you breathless.
Social
To incentivise audiences to post more on social media using #charleskeithrevealed and #revealed, a crowd-sourced feature on ad spaces can be done.
Phase 2: The How
Phase 2 makes use of emotion, a side of Charles & Keith that is less celebrated. Showing consumers the stories behind their products, that it is much more than just a piece of fashion. This phase uses education and strong, emotional narratives to share the stories.
Phase 2’s key visual moves towards a form that is narrative, raw, and gritty, reflecting the focus on the stories and humans behind the brand.
Image copy: We craft the immaculate. Our work is born out of mastery, superior materials and the spirit of innovation.
Campaign videos and microsite: A series of campaign videos will be created, following the aesthetic look and feel of the key visuals, while featuring the creative maestros of Charles & Keith. These gritty, aspirational videos will follow the process of crafting Charles & Keith products from conceptualisation to finish, with crafting practises and superior materials used at Charles & Keith as the main feature. A microsite will be developed to host the campaign videos on top of the campaign info.
Microsite landing page
Write-up of maestro’s story when scrolled down, with button prompt to watch video
Phase 3: The Why
Celebrating the full value of Charles & Keith products, the aim is to cultivate more ambassadors of the brand. Consumers should feel empowered that Charles & Keith aligns with them not only in terms of fashion or style, but also in values and lifestyle. A strong brand video and key visual campaign will be rolled out, setting the stage for the new era of Charles & Keith.
At this final phase, the campaign culminates into its grand finale — communicating how the brand is beyond just style and fashion, and encompasses so much more. Imagery of diverse groups of women looking empowered and confident help to nicely tie off the entire campaign, and lead Charles & Keith into its new era of brand identity.
The final brand video will consolidate the key messages of the three phases and seeks to empower consumers to become ambassadors of the brand. The messaging here creates the connection between the brand and the consumer’s sense of self-identity: they have used Charles & Keith as the raw material with which they dress, act, and engage with the world.