1 post tagged “ydefrost”
The Young Designers Emporium is a South African fashion brand that gives young designers the chance to bring their goods to market in a cooperative retail environment.
The retail year is split into two seasons and two sales with intermittent brand-building activities. Communication was characterised by dramatic use of window displays that engaged the market in the most direct environment.
The task:
Draw attention to the launch of the YDE Spring/Summer collection.
The idea:
Illustrate the fact that YDE is offering a new seasonal collection using the universally recognisable ‘smelly tree’ device - a symbol for freshness.
The window campaign was backed up by an actual ‘scratch and sniff’ tree insert into SL magazine, South Africa’s premium youth publication. The first reader to guess the scent won a new wardrobe from the new Spring/Summer collection.
