mock up posters

Fair Trade Research

by changing the way trade works, the farmers in developing countries can get better pay and better living conditions.

Fairtrade is unique. We work with businesses, consumers and campaigners. Farmers and workers have an equal say in everything we do. Empowerment is at the core of who we are.  

We have a vision: a world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future.

Our mission is to connect disadvantaged producers and consumers, promote fairer trading conditions and empower producers to combat poverty, strengthen their position and take more control over their lives.

Fairtrade sets standards, certifies products and ingredients, works with companies’ own schemes, lobbies government, works directly with producers, drive awareness for the public. 

Tell your customers about the impact that you and Fairtrade are having on the lives of your suppliers. We can help you find out how the suppliers you work with have benefited from their Fairtrade certification and tell that story in a compelling way.

• Connect with Fairtrade’s UK supporters, including 118,000 Facebook and 98,000 Twitter followers. Keep them up to date with your business and its links to Fairtrade.
• Feature in our newsletter: Our campaigners love to support businesses working with Fairtrade. Our newsletter goes out quarterly to 29,000 of them and you can tell them about your work with the Foundation, national and local events and campaigns and new products you are releasing or stocking

Pre-production planning - mock up logo and posters

INFO

Task: produce a campaign of two '6-sheet' billboard posters to promote a new clothing range from Fair Trade Fashion, an existing agency client.

Brief: Fair Trade Fashion’s clothing ranges are ethically source and Fair Trade Fashion has specified that this must be a key part of the campaign in addition to ‘selling’ the clothes themselves.

Summary of brief requirements:

• Statement of Intent (approx 350 words)
• Billboard posters: The client has insisted that each poster must have a different main image, with at least two different locations or at least two different mise-en-scene used across your posters. 
• Location of posters: Content must be suitable for public transport locations (bus stops, underground stations etc.).
• Client target audience: 16-25 AB demographic.
• Two A4 size posters in portrait layout.

The two different images must be original and written text needs to include the product name and slogan/tagline.

Marks are awarded for editing the posters (including photos, text, graphics, typography and layout). 

The best projects will have characters demonstrating different aspects of the clothing range (different costume). 

If you use the same location then mise-en-scene or lighting must be varied. 

Strong work will represent different social groups and carefully consider where the adverts will be displayed in public places to target the right people.

Fair Trade Fashion is all about the ethics of clothes manufacturing and waste.
Protecting cotton farmers, producers, garment workers and artisans in the developing world from exploitation via working practises and pricing from large companies.
Reducing the environmental impact of manufacturing and waste caused by fast fashion.
Raising consumer awareness to help them make ethically sound buying choices.

PLANNING

This is the logo that I have designed for 'Fair trade clothing'. I will use this on my poster to show the audience that the material used for the clothes is part of Fairtrade. I designed it so that the F and T merge into each other and the C protects them on the outside. This conveys the idea that by working together, we can protect others.

From the initial drawing shown above, I have created the logo on the computer so that it looks more professional and effective when put in the corner of the poster. 

I have also created a possible brand logo. I like it because it is colourful and eye-catching. The flowers give the impression that the brand is natural and beautiful. I chose the earthy green colour for the brand name to reflect the fact that the company has a link to the earth as it helps people have a better life and promotes sustainable farming. I chose the name 'Juste' as the brand name because it means 'fair' in French. 

This is another possible logo for the brand.

The image on the left is a mock-up of how I want my first poster to look. I will get my model to wear summery, pretty clothing and edit the picture of them onto a field background. In the corner I have included the Fairtrade clothing logo to show that the clothing that the model is wearing is Fairtrade. The model looks happy which suggests to the audience that the brand has a positive effect on people.

this is the other poster that i have created as an idea for 

New tabloid Guardian newspaper (left wing)

 “a modern print format for a new generation of readers” and the “best of both worlds”, combining “the portability of a tabloid with the sensibility of a broadsheet”.

No longer are redesigns about selling more copies. They are about saving money.

newspaper is no longer as distinctive as it was when it was the only Berliner in town.

The Guardian, which made a loss of £45 million (€51 million) in the year to last April, is drawing a thick line under its 2005 investment and perhaps moving closer to the finish line of its history as a print product.

It may not be part of its current plans, but it would hardly be a shock were it to follow the London Independent out of the print market, stopping the presses completely and existing only online.

The shift to a tabloid print size is part of several moves, from cutting around 300 jobs to selling a stake in a trade publication group

The Guardian’s style of journalism will not change, but the new format allows it to be printed by a wider array of presses, helping it cut costs

“It’s very neat, very gray, and rather kind of middle-aged,” Mr. Hillman said. “Visually, this is a step backward.”

Ethical Marketing Examples

Examples of marketing campaigns that use the idea of Fair Trade to sell their product explicitly through their advertising...

Ethical Marketing Example #1: TOMS

TOMS has a general desire to promote the welfare of others; it is the core part of the company's values and brand. TOMS was founded by Blake Mycoskie in 2006 following a trip to Argentina. During his visit, Mycoskie saw firsthand how people living in impoverished areas of Argentina had to live without shoes, a challenge that many of us likely give little thought. Inspired by his trip, Mycoskie decided to establish his company with giving in mind.

How Does TOMS Use Ethical Marketing?

TOMS puts its social and environmental philanthropy on full display in virtually every aspect of its branding. This not only lets potential customers know the kind of company they’re dealing with right off the bat, but also reinforces TOMS’ brand values consistently across all channels.

On the TOMS’ homepage, right underneath the carousel, the company tells you that, for every product you purchase, TOMS will help someone in need:

TOMS’ mission is so central to the company’s branding, it’s given almost equal emphasis on its website as the products it sells. In fact, it’s almost impossible to navigate through TOMS’ site without seeing further examples of how TOMS helps people around the world.

This isn’t a typically cynical attempt to capitalize on empty gestures or a feel-good sales tactic; it’s the same principle leveraged by brands that use display advertising. Just as many display ads are designed to promote brand awareness and achieve top-of-mind presence among consumers, TOMS’ philanthropic mission is constantly reinforced throughout its website and marketing materials. As a result, it’s almost impossible to think of TOMS as a brand without thinking of the company’s various outreach projects and corporate giving initiatives.

Ethical Marketing Example #2: Everlane

In light of greater awareness about the use of sweatshops, demand for ethically made clothing has soared in recent years, a trend that has given rise to dozens of companies that want to change how we make and view clothing, including Everlane.

Founded in 2010 by Michael Preysman, Everlane is boldly committed to ethical manufacturing. All of Everlane’s garments are made in factories that meet the most stringent quality standards – not only in terms of the clothes themselves, but also in how workers are treated. Everlane only partners with manufacturers that demonstrate a strong commitment to their workers’ welfare, a fact the company prides itself upon in its marketing material.

How Does Everlane Use Ethical Marketing?

Like other ethical brands, Everlane’s About page tells the story of how the company champions the rights and well-being of the workers who make its clothes. What’s really interesting about Everlane, though, is its commitment to radical transparency.

Everlane isn’t content to merely tell you that its clothes are manufactured and sold ethically; the company also provides customers with a detailed cost breakdown for each and every one of its stylish, minimalist garments. This includes details on the cost of materials, labor, transportation and logistics, excise taxes and duties, and even hardware such as zippers and buttons.

The company’s Elements jacket, for example, costs $60 to produce, and you can see exactly how much each of the manufacturing and logistical elements affects the retail price.

Ethical Marketing Example #3: Conscious Coffees

Globally, the coffee industry directly supports the livelihoods of more than 120 million of the world’s poorest people, and few industries are likely to experience the kind of disruption wrought by climate change as intensely as agricultural coffee production; in worrisome news for the constantly caffeinated, literally half the world’s coffee farming land could be lost by 2050 if climate change isn’t tackled aggressively.

To that end, many companies are seeking to improve conditions for coffee farmers and producers around the world, and one of the best is Conscious Coffees. Headquartered in Boulder, Colorado, Conscious Coffees was founded in 1996 by Mark and Melissa Glenn, who later sold the business to current owner Craig Lamberty earlier this year.

Since its founding, Conscious Coffees has worked tirelessly to improve its production pipelines to benefit growers, farmers, and suppliers across South America. Like Dr. Bronner’s, Conscious Coffees is a certified B-Corporation, and earned a community impact score in the top 10% of all certified B-Corporations worldwide for its work.

How Does Conscious Coffees Use Ethical Marketing?

Everything about Conscious Coffees, from its name to its logo, reinforces the company’s mission and ethical production philosophy – so much so that Conscious Coffees doesn’t use ethical marketing as much as it embodies the principle as a brand.In addition to its strong commitment to ethical production processes and fair-trade commerce, Conscious Coffees engages in a wide range of community outreach initiatives.

Its CAFE Livelihoods Program empowers people in El Salvador, Guatemala, Mexico, and Nicaragua to own and operate their own coffee businesses through training workshops and ongoing guidance and support. The company regularly donates coffee to the local Community Cycles program, a project run by cycling enthusiasts from across the Boulder region who help other cyclists with repairs, maintenance, and refurbishment of old and used bicycles. Conscious Coffees’ team of coffee experts offer technical advice and support to growers and farmers as part of the USAID-funded Farmer-to-Farmer initiative, which helps coffee growers across South America learn new techniques that can help them maximize yields and engage in fair-trade economic practices with North American suppliers.

Fashion branding and marketing for H&M, Topshop, Nike

H&M

This year’s H&M collaboration was almost everywhere on social. The image below demonstrates just how wide its reach was. so What was H&M’s technique?

Upon analysing social data, those mention and looking at how this year’s Balmain collaboration differs from last year’s Alexander Wang collection, we noticed that H&M have switched it up somewhat by relying heavily on influencer marketing. H&M identified their target audience and picked up on the key influencers in the fashion world, and by incorporating them within the Balmain x H&M campaign have created this massive global presence.

Instead of focusing on bloggers and social media influencers (whose impact on a campaign can be massive), Balmain x H&M have chosen to utilise Olivier Rousteing’s A-list phonebook to include some really famous faces in their marketing campaign. Top model/reality TV star/ all-round A-lister Kendall Jenner, popular supermodel Gigi Hadid and Victoria’s Secret Angel Jourdan Dunn were specifically chosen to be the main faces of the campaign

So. . .what impact have these famous faces this had on the campaign?

Looking at volume metrics, we can see just how much of a buzz each of these celebrities created on Twitter and Facebook alone, to assess whether or not the inclusion of such celebrities has been relevant for the campaign.

Overall number of posts referring to H&M and Balmain: 553,130

that mention Kendall Jenner: 116,450 posts

How many of that mention Gigi Hadid: 87,632 posts

How many of that mention Jourdan Dunn: 51,836 posts

As shown, each celebrity generates a huge amount of social buzz which increases massively by the day, demonstrating that H&M have in fact targeted the correct audience by choosing to include them in the campaign.

Audience Demographics

To break this down further again, we can look at the demographics of the audience speaking about the campaign on social. This allows us to really analyse how successful the Balmain campaign has been in engaging an audience. The first volume chart depicts the general H&M audience, and the second represents those who have aligned themselves with the Balmain collection.

The Balmain campaign was effective in appealing to a wider audience. It allowed for H&M to attract more of the older generation, without losing touch with its younger fans. Thus, we can suggest that H&M’s influencers targeted the correct audience.

MORE H&M CAMPAIGNS:

https://www.campaignlive.co.uk/article/h-m-a-magical-holiday-forsman-bodenfors/1451470
H&M's new holiday ad is a modern-day fairy tale starring Nicki Minaj, Jesse Williams and John Turturro. But rather than a magical forest, the story is set in the suburbs with contemporary interpretations of fairy tale creatures. The campaign will air in 67 markets worldwide. It was created by Karin Frisell, Anna Qvennerstedt and Johan Holmström at Forsman & Bodenfors and directed by Johan Renck through Rockson. H&M’s 2016 Christmas ad was directed by Wes Anderson and created by Adam & Eve/DDB, the agency that was also behind the brand’s karaoke spot starring Naomi Campbell earlier this year. 

https://www.campaignlive.co.uk/article/h-m-the-secret-life-flowers-bazmark/1448303
The director Baz Luhrmann has created a fantastical world of eternal spring to launch H&M's collection with fashion designer Erdem Moralioglu. In the lavish short film, two young men arrive at a mysterious manor house, meet a host of colourful characters and find themselves embroiled in a love triangle. Luhrmann, known for Moulin Rouge! and Romeo + Juliet, said he wanted the H&M film "to be like a whole movie". It is the latest high-profile film collaboration from H&M after projects featuring Naomi Campbell, Wes Anderson and David Beckham.

Topshop

 

The UK’s Topshop has unveiled its spring/summer 2017 campaign images with 17-year-old Brit model Lily Jean Harvey fronting the campaign.

The use of Harvey is a change of direction for the fashion retail giant with the model being a relative unknown, despite being listed as one to watch by Vogue last autumn. She goes against the current trend for using celebrity offspring or models with massive social media reach (she has fewer than 2,000 Instagram followers).

But Topshop creative director Kate Phelan said: “Finding an unknown girl to call our own is so exciting. [She] has star quality; she’s a real, natural beauty and a completely new face for a new season.”

Harvey, who has has previously been used by Miss Vogue, has an on-trend look with Brooke Shields-style heavy eyebrows. She was used by Topshop for its Unique catwalk show during London Fashion Week last September.

The new campaign was shot by Clara Balzary and Stef Mitchell in both Los Angeles and London and features a selection of new-in casualwear pieces in LA and dressier daywear on London’s streets. There is also a campaign video in 30- and 60-second versions.

Topshop has transformed drastically over the decade into a cool, affordable high street brand that not only teenagers follow, but also famous fashion bloggers, models, and celebrities. It has become “the” place to go for clothes with individuality and glamour.

During the 2015 London Fashion Week, Topsh2op collaborated with Twitter and launched the #LIVETRENDS real-time campaign where billboards were set up in major UK cities, each near a Topshop store. From front row fashion Tweets, Topshop determines which styles are most in-trend, and recommends collections available in stores that customers could purchase right away. For the first time in history, customers were inspired to shop by real-time data collected by the brand.

“Topshop is proud of the award-winning, innovative partnerships that have driven the democratisation of London Fashion Week over the last three years, and this season is no different.” – Sheena Sauvaire, Global Marketing & Communications Director, Topshop

RESULTS:

• 3.8 + million customers engaged using #LIVETRENDS
• 75% sales uplift on featured products
• 11:1 return on its investment
• awarded the Out of Home and Integrated Campaign at the 2015 CLIO Image Awards
• awarded Digital Marketing Campaign of the Year at the 2015 B&T Retail Week Tech & eComm Awards

NIKE

The Chance
Another of Nike’s recurring campaigns is The Chance, which gives youngsters around the world the chance to win a place in The Nike Academy for a year.

The campaign first ran for six months in 2010 through Nikefootball.com, Facebook, Twitter and YouTube.Participants created more than 17,000 Facebook pages which reached an additional 5.5 million fans. Furthermore, 2,000 user-generated videos and 28,000 player posts were created and the brand received 3.4 million YouTube views.

Free Running

In order to promote its new Free Running shoes Nike launched a social campaign that challenged runners to clock their fastest time over two miles using Nike+. To add a sense of fun to the competition the company tied it into an original karaoke song, with the idea being that a strong runner should be able to sing while running. The song, ‘I would run to you,’ could be downloaded by using the Shazam mobile app on a two-minute short film that was released as part of the campaign.It’s safe to say Nike’s at the top of its game right now. Not only does it own 48% of the American athletic footwear market, but its share of the basketball footwear market is at a staggering 96%!

What sort of marketing strategy has Nike used to achieve and maintain this level of market dominance?

Sure, the high-profile celebrity endorsements probably play a role, but for the most part, Nike’s dominance comes from far more than just throwing money at athletes, actors, and artists.
1. Meaningful story – They’re selling more than a product; they’re selling aspiration. Nike didn’t build its loyal fan base by harping on its iconic waffle shoes.In fact, Nike’s ads rarely, if ever, mention their products at all. What their ads do, and do well, is induce emotion in the consumer through ‘emotional branding’. Each ad is carefully crafted to evoke particular feelings and needs in the consumer that can only be satisfied by Nike products.

It does this by playing up the traditional narrative of a hero who works hard to overcome adversity, ultimately emerging victorious against a terrible foe.

But it isn’t a literal enemy being fought in this case. Nike takes the analogy to a level far more relatable: the ‘terrible foe’ is the voice in your head that tells you, “You can’t”. To that, the organization says: “Just do it.”

https://www.referralcandy.com/blog/nike-marketing-strategy/ 

perfume pitch

An outline of your product and your chosen marketing strategy (for example: where will your advert appear and why will that be successful)

my advert will appear in shops such as debenhams and the perfume shop as these types of shop attract young people who take pride in their appearance. Young people who are looking to buy perfumes or makeup would go to debenhams/the perfume shop. considering it has a target audience of a young person it would be suitable to show on television after programmes like Geordie Shore or Ex on the Beach.

The basic elements of your ideas (slogan and maybe what you intend it to suggest to the audience)

the background of the silky bed covers gives the audience the impression that the perfume is exclusive and expensive. it also connotes sultriness due to the perfume lying on the bed covers like a woman would if she was ready for sexual actions to take place. the theme colour of black give the audience the impression that by wearing the perfume you are representing yourself as bad and mischievous. this would attract the young target audience, especially teenagers who often involve themselves in bad things. the colour pink suggests preserved innocence in the being, but the black suggests they they have a bad, urging side to them.

Your intended target audience

my intended target audience for this product would be young people, more specifically teenagers and young adults. this would be due to the glittery pink/black perfume bottle which are colours that are young people mostly like. also, the young target audience would tend to be more sexually active and would therefore find the silky black bed covers more appealing than an older target audience would.

What professional adverts have you taken inspiration from and why

i have taken inspiration from these two professional adverts. the first one (Guess) inspired me to put the perfume bottle infront of the dark background to make it stand out. it also inspired me to use a sultry background as it is clear in their one that they have used a couple kissing in the background. this would attract people to the advert as it is eyecatching and would give the impression to the audience that if you wear this perfume, you are more attractive to men.

the gucci bamboo advert inspired me because they have used the pink and dark colour contrast. this is effective in attracting a young audience as the pink colour is often associated with children but the black colour shows maturity. also, the plain grey background is effective in making the product stand out to the audience, so that all eyes are on it. this inspired me to use the silky plain black bed covers as it is simple but effective. the pink/black colour contrast works well. 

How have you have used print advertising conventions effectively, using media terminology (for example; layout, typography, use of language, use of images)

i have put the perfume bottle in the middle of the advert to show that it is the centre of attention. i used minimum text on the advert so that the image stands out more.

How you have used media language elements to create meaning and construct representations that address your intended audience

the background of the silky bed covers gives the audience the impression that the perfume is exclusive and expensive. it also connotes sultriness due to the perfume lying on the bed covers like a woman would if she was ready for sexual actions to take place. the theme colour of black give the audience the impression that by wearing the perfume you are representing yourself as bad and mischievous. this would attract the young target audience, especially teenagers who often involve themselves in bad things. the colour pink suggests preserved innocence in the being, but the black suggests they they have a bad, urging side to them.

Any elements of intertextuality (references to other cultural messages or media products within your advert)

-