FASHION FACE by Futurebrand for

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Industry Website
Media Direct marketing
Market Germany
Agency Futurebrand
Creative Director Jonathan Sven Amelung Amelung Design Gmbh
Designer Diem-Tri Thi Vu
Photographer Bela Borsodi
Released September 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Date of First Appearance: Sep 1 2009 12:00AM
Entry URL:
Chief Executive Officer / Chief Creative Officer: Guenter Sendlmeier (Futurebrand)
Managing Director: Holger Lendner (Fashionworld)
Creative Director: Jonathan Sven Amelung (Futurebrand)
Account Director: Jessica Watermann (Futurebrand)
Art Buying: Marion Walter
Photographer: Bela Borsodi
Chief Buyer: Jörn Mikowsky (Fashionworld)
Designer: Diem-Tri Thi Vu (Futurebrand)
Media placement: Print Media - Glamour - 07.09.2009
Media placement: Print Media - Glamour Stylebook - 07.09.2009
Media placement: Print Media - GQ - 01.09.2009
Media placement: Print Media - GQ Style - 01.09.2009
Media placement: Print Media - Blonde - 03.09.2009
Describe the brief/objective of the direct campaign.
To develop a new online fashion retailer from naming and brand personality, look & feel to a unique launch communication.To show a trendy and fashionable target group that buying fashion online is a pleasant experience for the target audience and inspirational buyers.
Explain why the creative execution was relevant to the product or service.
Fine feathers make fine birds and clothing emphasizes personality and shows people's character/lifestyle.Our aim was to show at first glance that this potential is in each fashion item of yalook: so we made fashion faces from clothes from the collection and made the clothes for the for the stars of the launch campaign.The fashion faces were created in New York by Bela Borsodi by folding clothes from yalook's collection in to faces - the fashion faces. The garments were not cut or glued, just folded. A collection of twelve individual fashion faces was formed. These are the focus of our print campaign.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The challenge and key objectives were to raise awareness for the first visits on the website and to establish as a must have online fashion shop that is for people who are looking for personality and character.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Starting from scratch, due to the "fashion faces" campaign, 84.441 visits and 192.029 page views were recorded in the preview phase. A lot of awareness was generated so that many press articles in professional magazines and others were published, e.g. Horizont, Werben & Verkaufen, PAGE, Lufthansa magazine and more.