case study #2 >
world square : SPRING/SUMMER FASHION

INTRODUCTION

World Square is a shopping, residential and commercial precinct, located in the Sydney CBD. D+M were briefed to implement a Spring/Summer fashion campaign for 2007. The campaign needed to highlight retailers from the retail levels at World Square.

CREATIVE OBJECTIVES

• Showcase the diverse selection of fashion and accessories at World Square, reflecting the urban, youthful feel of the centre.

• Coordinate all aspects of the campaign, from concept to completion.

• Create a flexible, consistent design template to be applied in various forms of advertising.
  
  

THE D+M SOLUTION

Applying the D+M process, the concept ‘Welcome to Our World’ was conceived. The strength of this concept was that it highlighted the diverse blend of people who represent the target market of World Square, offering fashion that would appeal to them. The campaign provided the consumer with a glimpse into the ‘world’ of various characters; male and female, with different looks and lifestyles to represent this market.

The mediums used to launch this campaign into the market place included:

• 12 page catalogue inserted into 9to5 magazine

• Adshels at Central and Town Hall stations

• Online HTML catalogue emailed to the Square Deal World Square data base

• Press advertising in Nine to Five, MX and City Weekly

• External signage around the centre

The catalogue was based on seasonal colour trends, a fresh colour palette was selected with each page incorporating a pattern weaving the stories together as well as giving the campaign an overall consistent feel.

D+M RESPONSIBILITIES
 
D+M managed the entire process to implement this campaign. This included:

• Media strategy and bookings. 

• Concept Art Direction, design and finished art

• Copy writing

• Photography and location shoot

• Styling

• Coordination of stock and liaison with retailers

• Print Management