Guess Smart Denim Creative Pitch LinkedIn

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LIFT. SHAPE. MOVEMENT.a creative proposal

[your logo here]

[Your logo here]

Sunday, September 13, 2015

Contents

- The state of denim and Guess

- The fall of consumer engagement with Guess

- What [your creative brand] can do about it


The state of denim and Guess

[Your logo here]


Let’s listen...[Your logo here]


[Your logo here]


Guess shouldn’t be so misunderstood.

Let’s replace “stupid and shallow” with

“authentic and meaningful”

while retaining the brand’s signature imagery of classic femininity.

Conclusions

[Your logo here]


• In order to stage a comeback, denim needs to be marketed as just as “comfy” and even sexier looking than yoga pants.

• Modern consumers are disillusioned by advertising that they see as superficial.

• There exists an opportunity to enhance Guess’ brand profile through video content that engages viewers not just visually, but emotionally.

Conclusions

[Your logo here]


What [your brand] can offer

Slide to include most up-to-date statistics on:

1) [Your brand’s] ability to captivate and influence the 18-34 y/o female demographic (including reference to verticals such as i-D, Broadly, etc.), and

2) [Your brand’s] digital video production and distribution capabilities.

[Your logo here]


• 3-part Youtube video series; ~2-3 mins per video

• Each video will profile a Guess “ambassador” corresponding with one element of the “lift, shape, movement” triad.

• Each video will humanize the Guess ambassador and examine its theme both metaphorically and with regard to the Smart Denim product.

• Real-world initiatives to accompany each video

The Proposal

[Your logo here]


The Proposal

[Let’s show consumers that Guess really means that] >>>

[Your logo here]


Guess Smart Denim: Lift, Shape, Movement.

What does it mean to be “smart”? To be “beautiful”?

What does it mean to be a woman?

How is Guess the future for women and women’s fashion?

What does a woman’s favorite pair of Smart Denim mean to her?

DRIVING QUESTIONS

[Your logo here]


Episode 1: Lift.

Smart meets SexyLift. /lift/ verb - to raise to a higher position or level

[Your logo here]


Lyndsey Scott: Vogue and Victoria’s Secret model. Elite college graduate. Software developer. Smart, meet sexy.

Meet Lyndsey.

Episode 1: Lift.

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Episode 1: Lift - Concept

Beautiful women are too often represented as

mere faces, and modern consumers are tired of it.

More than ever before, consumers are demanding

depth and complexity in advertising content.

With [your brand’s] help, Guess will create a video profile of the

two sides of Lydnsey Scott: smart and sexy.

Lyndsey will talk about the up“lift”ing effect of both her education and her modeling before trying on Guess Lift-Up Smart Denim.

[Your logo here]


Episode 1: Lift. - Goals

5. Promote Guess Smart Denim as the future of denim.

1. endear the Guess brand to a younger, more educated,

more forward-thinking generation of women.

2. provide much-needed diversity for Guess models.

3. visually illustrate smart and sexy.

4. up“lift” young women by empowering them

to embrace their intellect.

[Your logo here]


Episode 1: Lift. - Aesthetic Palette

#SMARTGUESS

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Episode 1: Lift. - Story Board

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Episode 1: Lift. - Impact

In supplement to the “Lift” video, Guess will pledge a small percentage of proceeds from each sale of Guess “Lift” Smart Denim to Girls Who Code, a non-profit that seeks to provide

education and exposure to computer science for young women.

#SMARTGIRLS #SMARTGUESS

[Your logo here]


Episode 2: Shape.

Shape the FutureShape. /SHāp/ verb - to give a particular shape or form to

[Your logo here]


Episode 2: Shape.

Meet Ines.

Ines-Loan Rau was born in a male body in France and raised in New York. As one of the world’s first transgender

supermodels, she’s “shape”d her own path.

[Your logo here]


Episode 2: Shape - Concept

The modern consumer wants to buy from

forward-thinking brands.

Trans: the next great civil rights frontier.

Acceptance = Smart

Smart = Sexy[Your brand] will help Guess create a video profile of Ines’ story.

[Your logo here]


Episode 2: Shape. - Goals

2. Further diversity of Guess ambassadors

1. Position Guess as a modern and progressive

3. Demonstrate Guess Shape-Shift Smart Denim’s ability

to “shape” any person’s body into its ideal form.

[Your logo here]


Episode 2: Shape. - Aesthetic Palette

#SMARTGUESS

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Episode 2: Shape. - Story Board

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Episode 2: Shape. - Impact

In supplement to the “Shape” video, Guess will eliminate men’s and women’s

merchandizing designations from select storesfor a limited time in a show of support for

and solidarity with the LGBTQIA community.

#NOLABELS #SMARTGUESS

[Your logo here]


Episode 3: Movement.

Join the MovementMovement. /ˈmo ͞ovmənt// verb - the act or process of moving.

[Your logo here]



Meet Alana.

Pro surfer. Pro model. Fit girl.

[Your logo here]



Poetry in motion

Alana is the most popular surfer in the world.

Between surfing, yoga and jiu-jitsu, Alana is smart about being athletic.

[Your logo here]


Episode 3: Movement. - Concept

[Your brand] will help Guess create a video profileof Alana Blanchard spending a day testing

Guess Yoga Smart Denim

through yoga, jiu-jitsu, and...surfing.

Athletic = SmartSmart = Sexy

[Your logo here]


Episode 3: Movement. - Goals

1. Position Guess as a player in women’s fitwear

2. Demonstrate support for healthy women’s lifestyles

3. Demonstrate the versatility and functionality of Guess Yoga Smart Denim in a fun way

4. Develop dreamlike allure around Guess fitwear

[Your logo here]


Episode 3: Movement. - Aesthetic Palette

#SMARTGUESS

[Your logo here]


Episode 3: Movement. - Story Board

VO: “My dad taught me to surf when I was 4 years old. It was my first love.

[Slow motion shot]

[Your logo here]



VO: “In order to surf my best, I have to be smart about keeping my body in top shape.”

[Archival footage of Alana

celebrating a contest win]

[Your logo here]



VO: “I love fashion and shopping almost as much as I love to surf. I like to think that all the walking I do while shopping counts as a workout,

so trying Guess “Yoga” Smart Denim was a natural fit.”

[Alana in Guess “Yoga” Smart Denim. Camera rotates around her for

360-degree view of fit.]

[Your logo here]



VO: “My life is motion.”

[Montage of Alana practicing yoga on the beach.]

“These feel amazing!I’m totally unrestricted in my poses.

Now let’s try jiu-jitsu!”

[Post-yoga performance assessment.]

[Your logo here]



[Montage of Alana practicing jiu-jitsu on the beach.]

“Whew! So light and soft.Now let’s cool off with a surf.”

[Your logo here]



[Alana walks out into surf in Guess “Yoga” Smart Denim in slow motion.

Shot fades to Alana paddling out in slow motion.]

“Looks fun out there!”

[Your logo here]



[Long, super slow-motion shot of Alana paddling into, catching, and “shredding” a flawless wave. Shot emphasizes beauty, athleticism, flexibility, form.]

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“Movement is smart. Smart is the new sexy.Be both with Guess “Yoga” Smart Denim.”

#SMARTGUESS

MOVEMENT

[Your logo here]



[Your logo here]


Episode 3: Movement. - Impact

In supplement to the “Movement” video, Guess will hold free yoga classesin select retail locations where

women will have the opportunity to test Guess “Movement” Smart Denim.

#GUESSYOGA #SMARTGUESS

[Your logo here]


Guess “Lift. Shape. Movement.”Campaign: Promotional Strategy

LIFTSHAPE

MOVEMENT

• Stylized, futuristic, minimalistic photo shoot of Guess Smart Denim products on ambassadors to accompany each video.

• Traditional advertising to utilize images of the three ambassadors in Guess “lift,” “shape,” and “movement” Smart Denim.

• “Real-world” initiatives to be promoted in text at the end of each video.

• Videos (and their “real-world” initiatives) to be cross-promoted on Guess and ambassador social media channels.

#SMARTGUESS #SMARTGUESS#SMARTGUESS

[Your logo here]


Questions?

LIFTSHAPE

MOVEMENT

#SMARTGUESS #SMARTGUESS#SMARTGUESS

[Your logo here]


End.

presentation by

[insert your company logo

here]

[Your logo here]

by tony [email protected]


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Guess Smart Denim Creative Pitch LinkedIn