Samenvatting

CONCEPT BOOK The concept book introduces The Fine Line as a pioneering communication approach by fashion brand 69 to seduce the “Progressive Escapists”. By giving in to a multitude of physical sensations, they are submersed in 69’s universe. QUOTES “The Progressive Escapists are accustomed to seeing endless streams of visuals and no matter how extreme the image might seem they are no longer impressed. […] Attention spans are declining due to infinite image scroll. […] As a result of continuous visual stimulation, one is rarely challenged to look past aesthetics and to give in to imagination.” “Conflicting communication : 69 aims to address everybody in their communication but therefore their goal has become unclear. They intend radical inclusion but not everybody is interested in absolute inclusivity. The overall vibe is playful but many disparate stories can be read between the lines.” “Vision: Social constructs of gender, race, class and age do not define us.” “Mission: 69 aims to provoke thought and promote social critique whilst illustrating that comfortability and coolness are not mutually exclusive.” “Objectives: trigger the target audience’s individual perception of 69 through scent, sound and touch thus giving them the opportunity to fill in the visual blanks. […] Introduce Transcendental, the scent of our brand.” “The Fine Line is [denim brand] 69’s creative concept [it] illustrates how fashion communication can surpass its two- dimensionality. By triggering multiple senses, it can rather become an emotionally fueled brand experience. Through an immersive campaign, they aim to draw the Progressive Escapists in by showing them that in 69’s world everybody can be themselves. They just need to dare to cross the line.”