CAMPAIGN: DECADE
“Made To Be Lived In” is the title and theme for a campaign I created for Decade Denim, a small denim brand in Vancouver, BC, Canada. It is a campaign strategy proposal, meant to take place over a few months. The point of this campaign was to increase brand awareness and increase sales of their Andy-style pant by 50%.
The “Made to be Lived In” campaign is about showing that denim is for everybody, and made for all of life’s moments. Meant for lounging, going for a coffee walk with your friend, going to the grocery store, or attending a last-minute invite to your coworker’s baby shower.
This project focuses entirely on creating a campaign to grow a smaller brand. The campaign spans over 3 months, with complex elements to engage with as many people as possible.
CAMPAIGN
PHYSICAL ADVERTISING
This campaign utilizes both physical and digital advertisement strategies. Physical campaign elements are just as important as digital, as they allow the audience to interact with the brand more. This project helped me to exercise my creativity in creating a complex campaign.
For this campaign to be convincing, I wanted to emphasize and align with Decade’s already strong brand identity. Decade Denim actually focuses on catering to the body, offering different ratios of hip to waist to fit a multitude of body shapes. Through copyright, I took that idea and ran. These pants were literally made to be lived in.
BRANDING
“These pants were made for you, made to be lived in, made to last.”
REFLECTION
This was a fun challenge for me, as I myself am not a big fan of jeans. So this campaign had to be convincing enough that even the denim-haters would be curious enough to come and see. This project taught me a lot about the extent of what goes into creating a complete fashion campaign.
Decade Denim is a brand that aligns with my environmental values, creating staples that are made to last decades. I enjoy coming up with plans to promote a brand I truly think should be heard.
anniemaemalpass@gmail.com