Let's kick-off project 2 by immersing ourselves in what's being done in the Fashion + Beauty category.

1. Project 2
Fashion + Beauty

2. Deliverables for Project 2
Creative:
- 3 Ad Print Campaign
- Digital Component
Strategy:
- Brand Archetypes
- Manifesto

4. 12
Archetypes
(based on
Carl Jung)

5. Universal
human desire +
how each
Archetype
meets the desire

6. We use Archetypes to create differentiation in a Category

7. We use Archetypes to appeal to universal human truths

8. Let’s take a
deeper dive

13. Pick your Brand + Team
- What is the best Archetype for your
brand + why (2-3 sentences)
- Write a manifesto
(see worksheet)
- Have a clear vision of your
consumer (who is she/who is he?)

14. What are Manifestos?
Clarifies and reminds the rest of the world why the
brand wakes up everyday and does what it does.
Usually written from the voice of collective group;
is a call-to-action for others to join
(aka: a rallying cry).
Find the truth in the brand and tell it.

15. What are Manifestos?

16. What are Manifestos?

17. Fashion + Beauty
Category
Topline Review

21. Brands that are
disrupting the
Fashion + Beauty
Category

33. Deliverables for Project 2
Creative:
- 3 Ad Print Campaign
- Digital Component
Strategy:
- Brand Archetypes
- Manifesto (see worksheet)
DUE: Thursday, 3/17:
- Your Archetype + 2-3 sentence rationale/why
- 2 Manifestos (1/team member)
- Big Idea/Sketches for Print Campaign
***Final Presentation: Thursday, 4/7***