McKinney | Creative Brief | Strategy & Production
TL;DR
The Ask:
Create a Fall Fashion campaign that lives into the Work Your Magic platform.
Audience:
Resourceful Creators who look to work their magic and creativity into everything they do.
Strategic Approach:
With Ross you can work your magic turning your fall makeover from a luxury to reality.
Ross allows Resourceful Creators to work their magic during the fall with the freshest finds at the best value. When dollars need to stretch, but you need to meet the moment, Ross has got your back.
My Role:
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Researched Fall trends, audience, and competitive landscape surrounding Fall clothes and feelings
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Helped to craft the strategic approach and opportunity for the campaign
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Briefed in the creative team
The Opportunity:
Despite these economic pressures, the transition into Fall still drums up excitement.
The Challenge:
But with rising costs and busy lives a Fall wardrobe feels more and more like a luxury nowadays.
Background:
We believe everyone deserves to create their best life, and Ross is here to unleash the creator in all of us.
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The "Work Your Magic" platform is built off the insight that without her, it’s just stuff. She’s the reason that those magical moments happen.
It’s her touch that creates memories for her family, her loved ones, and for herself.
Goal:
Grow Fall sales and get people shopping at Ross for everything Fall related.
The Insight:
People feel like a fall wardrobe is more of a luxury than a really, but they still want their outfits to activate their fall moments.
Even though wallets are tightening, she is still excited for the fall season. Whether she’s grabbing a PSL with the girls or creating a moment in the apple orchards with her family, the outfit she wears in the fall marks the moment. Her fall wardrobe enables you to take those fall moments to the max.
Situation:
As the leaves turn and air cool, Fall brings a familiar mix of comfort and renewal.
Who we're talking to
Fall is a season that everyone looks forward to and is a time for change
But rising costs and the economic state of retail is making a
Fall wardrobe more difficult to afford
Despite the economic landscape people are still looking forward to Fall
Ross lets her refresh her look while still keeping it uniquely hers
Insight
People feel like a fall wardrobe is more of a luxury than a really, but they still want their outfits to activate their fall moments.
Even though wallets are tightening, she is still excited for the fall season. Whether she’s grabbing a PSL with the girls or creating a moment in the apple orchards with her family, the outfit she wears in the fall marks the moment. Her fall wardrobe enables you to take those fall moments to the max.
Strategy
With Ross you can work your magic turning your fall makeover from a luxury to reality.
Ross allows Resourceful Creators to work their magic during the fall with the freshest finds at the best value. When dollars need to stretch, but you need to meet the moment, Ross has got your back.
Creative
OOH / Digital
Audio
Strategy Team:
Account Team:
Creative and Production Team:
Executive Director of Strategy
Group Client Director​​
Meritxell Ruiz: Associate Creative Director
Hannah Berling: Senior Art Director
Director of Strategy
Account Director​​
Cat Marsh: Strategist
Account Supervisor ​
Scott Clark: Group Creative Director