The Body Shop:

A live creative brief by D&AD that I have chosen to tackle for my personal project.  The subject of this brief, being ethical beauty promotion, links to my dissertation on "Mediated Ideals (A study of the relationship between fashion and beauty consumption and self esteem)."  I think it will be perfect for tying my written work and my studio practice together.  In my last feedback session Clinton suggested I looked into more social and political campaigns with a view to future practice.

The brief:

"Create an unconventional brand campaign for

The Body Shop to reinstate its position as the original pioneer of ethical beauty."

• Tone: Opinionated, maverick, honest, cheeky, challenging and unique - not safe and inclusive.
  
• Target: Men and women of all ages, who purchase cheap products or products that have not been ethically sourced.
  
• Considerations:

1. The Body Shop is non-conformist, a pioneer for ethical beauty and justice around the world.
   
2. Medium and concept should be outside the conventional approach of other campaigns.
   
3. Does it stand out from competition?  Could it be confused with any other brand?
   
4. Is it impactful?  
   

Below, are three sourced examples of what I think the brief are looking for in terms of a voice with an opinion, though they could exude a bit more vibrancy.  The last one I think is cleverer because it is less expected and is something that most women will relate to something they have said and thought about it in the past.  The Body Shop use colour in a very simple way, often only one at a time.

I can tell that The Body Shop obviously attempt Art Direction with seriousness but they could be better executed and more aesthetically pleasing.  The ideas/tags/images run along the correct lines but they just seem a little put together and could be slicker.

Break The Silence on Domestic Violence - I think this is a poor effort.  It is safe, could easily belong to any high street brand and is rather uninspiring.  It's dull and the image is confusing... should they look like they are talking between friends?  One looks a bit intimidated and one looks dominating.  Don't get me started on the typography.

And last but not least, an interactive example.  The Body Shop have been known for using delivery lorries to ensure that their message becomes socially present, as well as a life size doll to confront beauty stereotypes.  Here we have a stand encouraging passers by to take part in the campaign.  This is fun and would target people that would perhaps normally pass by the store unaware of what it has to offer.  It brings the brand to the forefront of their mind and may even entice them into purchase.

Primary Research

I've been corresponding with MP Jo Swinson for my dissertation.  I previously blogged about her public comments concerning the Alas and Piggott's Emporio Armani Advertisements featuring the Beckhams.  It has been great to hear her views on other issues, such as the Dove Real Beauty campaign (Rankin's work again♥), fashion magazines, the portrayal of women and how not just women but men are responding to her women's policy.  I think it has been really interesting to hear how advertisements are received politically and socially and has definitely given me a better understanding of the media culture.  Perhaps these sort of issues and campaigns is where I see myself working.  This is only the start of my primary research and I think I should pursue contacting someone who is behind the media as well as 'real' women.

This Week:

So... this week has been full on for tutorials, I saw Liz on tuesday about 'Silence', and Clinton this morning to talk Dissertation.

The first tutorial for the new brief went well, lots of discussion and some extra ideas came out of it.  A bit more direction and contact time wouldn't go a miss next week, but I have to make the outcome individual to me, best to just get cracking!  Been working in the studio this afternoon and have generated some new/further ideas.  Some are quite interactive which is something Liz suggested I look into.  Finally feel ready to get out of the sketchbook and do some visual experiments.

Tuesday afternoon, we watched short film La Jetee, I don't think I understood one minute of it, but I liked the still image and narrative combo.  Thought that was quite an interesting idea.

Chris Marker, filmmaker, poet, novelist, photographer, editor, and now videographer and digital multimedia artist, has been challenging moviegoers, philosophers, and himself for years with his complex queries about time, memory, and the rapid advancement of life on this planet. Marker’s La Jetée is one of the most influential, radical science-fiction films ever made, a tale of time travel told in still images.

1962.

La Jetee

Chris Marker

And the dissertation feedback.  This was really useful.  Clinton made some really interesting suggestions for my line of argument, got me thinking in a more specific way as well as suggesting how to gather primary research.  Time to get on with things!

Emporio Armani Fall/Winter Campaign 09.

A clipping from yesterdays paper, displaying Victoria Beckham's latest shoot for Armani. The brief article stands to highlight the relationship between fashion consumption (projected by advertisements and magazines) and body satisfaction in women. A change has been seen in the the way cigarettes and alcohol are promoted, and now in the ever ethical world we live in, this is becoming a key topic for scrutiny.

The campaign, which was photographed by world renowned fashion photographers Mert Alas and Marcus Piggott is set to appear in fashion and lifestyle magazines and on signature billboards in major cities such as New York, Los Angeles, London, Milan, Rome, Paris and Tokyo. Their work is heavily shaped by digital manipulation, and they admit to caring a lot about appearance - spending lengthy time in hair, make-up and post production.

After my dissertation feedback session, and agreeing that my proposal (the modern fashion magazine as a vehicle for communication and consumption) was too open I think that this could be something that influences and ties in with the direction that I decide to take.

Graphic Design As Communication.

"Most people see more example of graphic design before they get to work than they see examples of art in a year.  Before they are even fully awake, most people will see the numbers and letters on the faces of alarm clocks, the colours, shapes and lettering on tubes of toothpaste, the letters and symbols on taps and showers; the signs for 'On' and 'Off' on the kettle, the packaging of their tea or coffee, the station idents on morning television - and the print, photography and layout of the newspaper.  This is before they climb into cars (with front and rear badges and logos, and a dashboard full of tiny pictures, symbols and numbers) or onto buses and trains (encrusted with corporate identities, advertising and more badges and corporate logos), and make it along the road (adorned with advertising, bus stops, shop-fronts and other signs giving warnings, instructions, information and directions), to work - where yet more graphic design informs them of the location of Reception, lifts and toilets.

Graphic design is everywhere.  Yet it is often taken for granted, passing unnoticed and unremarked as it blends in with the visual culture of everyday life."

                                                                                                      Malcolm Barnard.

Taken from "Graphic Design As Communication" which I thought I would read to spark my dissertation research.  The book provides an insight into graphic design as an integral contributer to the formation of social and cultural identities.  I don't know why, I just liked the passage.  As someone who is aware of graphic design, corp identities and advertising - I still don't think I realised quite how much is taken for granted... eyes open from now on!