Now that i've thought of a brand to apply my work to, I've definitely got a clearer view of my project and where it is going. To reiterate; I intend on making an experimental advertising campaign that will interact with it's audience on a very first hand basis. For the practical side of my COP response, my main theme is conveying authenticity, and adding value to a digital print, in the context of an advertising/promotional campaign. The brand that I intend to create work for is Lush Cosmetics, because of their highly authentic way of creating products, and their modest marketing techniques. I love the idea of how each product sold in Lush stores, has a small sticker on it saying when it was made and who it was made by, which I feel creates a personal relationship between the brand and the customer. In a sense this creates a kind of Aura around the product, as defined in Walter Benjamin's theory.
I intend to play on this relationship with my outcome. My initial intention is to make a range of single edition prints, that will be individual to each lush shop, reiterating the idea of a product that has been personally created for the customer, creating Aura for a digital piece of art. As it is part of an advertising campaign, my printed outcomes will have to contain text so I will explore both illustrative and graphic processes. I am using the term experiential marketing to define my intentions for this project, because I want the outcome to encompass more than just a printed campaign, I want to use values of authenticity and originality to promote the brand and help customers engage with it, aswell as challenging the devaluation of digitally created work, that is loosely grouped with the idea of mass production.
No comments:
Post a Comment