Brand awareness campaign - Remus Uomo
Sector: FASHION
Services: ADVERT TITLES | MULTIPLE MEDIUMS
Tag line developed:
Billboard:
‘Modern Man, refined’
Magazine:
‘Modern Man, refined
Refined is what happens when we combine British heritage, Irish character, and Italian design.
It’s the perfect fit.’
Facebook Advertisement:
‘Refined is what happens when we combine British heritage, Irish character, and Italian design.
Refined is when you stand out. Out from the crowd of poor choices.
Refined is the right fabric and fit.
When you know, you know.’
Fashion brand Remus Uomo needed multiple adverts as part of a recent brand awareness campaign. The adverts needed to form part of a cohesive body to reiterate their brand guidelines.
Brief: Create advertisement copy that is short and succinct for the following formats: billboard; magazine; facebook.
Brand: Remus Oumo is an Italian-inspired menswear fashion brand developed in Ireland.
Audience: Male; attractive; focussed; bold; confident; diverse (ethnicity); 18-30.
The customers of Remus Oumo take fashion seriously. To them, their clothes define them and enhance their attractiveness. The fit of the clothes and the modern fashion styles make the customer look and feel great. The brand has positioned itself as a guide for men wanting to stay fashionable. A sage. It shows men the path to attract their desired gender and stand out from the crowd. I carried out an in-depth analysis of the audience within my Copy Deck and Audience Analysis.
Language: Vocabulary for this audience needs to be male oriented, action focussed and short. These men are too busy looking good to read reams of copy.
Development:
‘Modern Man, refined’
Modern:
Relating to the present or recent times as opposed to the remote past.
The brand is constantly evolving, and so purchasing these clothing lines will evolve your personal look against the past personality of the customer.
The generation 18-25 is constantly being discriminated against by older generations in a world which is vastly different thanks to technology. The customer can define himself as modern by purchasing the up-to-date seasonal lines and separate himself from older generations.
Man:
An adult male
The brand solely caters for men, and so use of this word reinforces the audience segregation. By using this word we show a distinction that could be felt by the older teenage audience. Not only can this audience look good, but by purchasing the product they move from the adolescent stage into being a ‘man’. Men wear suits, boys don’t. Men can be ‘off-duty’, boys can’t.
Refined:
with impurities or unwanted elements having been removed by processing.
The brand constantly updates its’ lines, coupled with style guides and personal development it allows the audience to become refined by interacting with the brand, purchasing and wearing the clothing.
The refining process of a person doesn’t have to fit with past practices. By fusing ‘modern’ and ‘refined’ we push back against previous beliefs and practices to forge our own path. Perhaps the audience has purchased other brands before, but this brand can ‘refine’ the customer in a way that only this brand can.
Take a look at the rest of my copy development here.