The idea is to create a promotional campaign that for a product or service from an existing brand. The product or service can be existing or entirely made up, so there is so much to choose from! Of course, this brief isn't just about the creative and fun campaign, there is also 10,000 words to write.
My initial idea was to create a campaign promoting the Mulberry dog wear collection, whereas the campaign would be fun to shoot as there would be an opportunity to use some rather cute dogs! However, I felt there was not much room for creativity as far as other promotional campaigns go.
I began researching Swap shops as I had heard about them before but wasn't 100% sure what they were all about. After finding out the rules and etiquette of the swap shops, or swishing as it is more commonly known, I decided that they were a great idea, however, they are held in small locations and are not very well publicised. This gave me the idea to add the service to a current brand, as they would have the budget to promote the idea and would already have a customer base. I thought about using Topshop or ASOS, but found that their customers liked the idea of having new clothes rather than vintage. I then thought of Urban Outfitters, this is a perfect brand for the Swishing as they already do an urban renewal section in which vintage clothes have been revamped, because of this, Urban Outfitters already have a customer base that are passionate about vintage clothing.
The Swap shop will provide customers with an innovative way of getting new clothes without the price tag and it also means that clothes are not being thrown out, which is environmentally friendly!
I finally understand the term: One mans trash is another mans treasure!
