Marketing Project - Saint Laurent Paris by Amandeep

Amandeep Senior Project Manager

ABOUT

The aim of this campaign idea was to increase brand awareness of YSL rebranding to Saint Laurent Paris and remove negativity associated with the rebranding. The print adverts convey messages of the rebirth of Yves Saint Laurent and that his inspiration lives on in Saint Laurent Paris. This project was part of my MSc Strategic Marketing course. I designed the press advertising and developed the creative idea.

THE FIRST SET OF PRINT ADVERTS represents a young woman curled up in the embryo position being born again, and the advert shows the same woman close up with her eyes closed, naked and insecure. The woman struggles to awake and be set free, until she is embraced by love. This naive lady represents the rebirth of the brand in its early days. Ready to evolve.

THE SECOND SET OF PRINT ADVERTS represents the same woman with her eyes open, gasping for breath and realising her dream. She is inspired by the essence of Yves Saint Laurent and is amazed by his spirit. She is now awake and seeing his love for fashion and passion through his eyes. The last print advert shows her evolved into the mighty rebirth of 1961 Limed Collection, a strong, fierce and sexy Saint Laurent woman is portrayed. Consumed by fashion she represents the elegance, edge, class and audacity. Her arms crossed illustrate the love of Yves and the bringing of Saint Laurent into another era. The advertisements will be placed in magazines such as Vogue, Elle and Harper Bazaar. As well as on billboards and at airports.

TV and Viral Advertising for 1961 Collection

The concept rebirth is shown through the naive woman evolving into a strong confident independent woman. The first shot shows a star that has reached the end of its life, symbolising Yves Saint Laurent and his death. However his passion and vision lives on in spirit, which is represented by the naked woman who evolves into a strong, fierce and sexy Saint Laurent woman. The Saint Laurent brand message is that this tremendous explosion (rebirth) will outshine its competitors as it values the old with the new.