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23.03.2005
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"VideoInternational" Ad Agency organized an ad campaign for "Gloria Jeans"
The most scale ad campaign for GloriaJeans*GeeJay brands' history will be launched with slogans: "You are the most beautiful!" and "Gee Jay put on more quickly!".
Gloria Jeans and Gee Jay clothes is no longer only jeans and clothes for women and children. It is full-fledged, meeting the highest requirements fashionable casual for all family: for mothers, fathers, children, youth.
"Gloria Jeans" 2005 ad campaign is directed to a number of target audience, that's why the wide range of communications is involved in it.
This year the ad campaign for Gee Jay brand includes TV ad that will appear on two TV channels - ORT and STS, billboards - in 26 cities, actions - in cinemas and firm trading chains. The campaign slogan: "Gee Jay, put on more quickly!" - isn't changed during last years.
The cool guy (Ivan Melnikov play the part again) is anew the main hero of the ad plot. He comes into Gee Jay firm shop together with his friends and:in such a way the history, that since March 21 will be shown on ORT and STS, begins. The ad is very dynamical and is accompanied by the music, which all youth audience, among which it was being tested, has approved.
Another ad, in absolutely unlike style, in spite of the fact that one and the same command shot the both ads, was devoted to Gloria Jeans brand. In this ad, named "Mirror", the modern fantastic history, reminding the images familiar since childhood, reveals. The ad is placed from March 21 to May 15. The ad slogan: "You are the most beautiful!". With this address to the beautiful customers "Gloria Jeans" presents them a new spring-and-summer collection.
The theme of "Mirror" ad will be supported by city-formats in the biggest cities of Russia, by ad in the underground and on pages of the fashion magazines.
A plot named "Stunningly fashionable!" will also appear on city-formats. Recognized persons, who can be met on covers of the popular youth magazines of 2004-2005, are involved in photo session for this plot. The picture turned out so dynamical and beautiful, that in opinion of experts, it is able to influence no less effectively, than the ad.
The inputs, spent on the ad campaign by "Gloria Jeans", don't vary for several years. This sum is about six million dollars. And the efficiency and resonance, as the conception authors and the company organizers hope, would be distinctly higher.
All the ad materials were shot in Moscow, the known and fashionable directors, photographers, designers and actors were involved in the shooting. Each of them has a considerable experience in the work with the first size stars of show business.
Creative teamwork:
" Gloria Jeans ":
Young designers of the company,
Product development director Djosev Polachek,
Pr-director Olga Mihajlova
VIAA:
Marina Belyaeva (account-director),
Sergej Sintsov (art-director),
Firdinant Hakimianov (producer).
Sounds - "Park Production".
Photosessions - Olga Fomina.
Director Konstantin Charmadov.
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