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Essay Available:
Pages:
2 pages/≈550 words
Sources:
3 Sources
Style:
APA
Subject:
Business & Marketing
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Other (Not Listed)
Language:
English (U.S.)
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MS Word
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Topic:

Description of Ad Copy: Shine Fragrance by Dolce & Gabbana

Other (Not Listed) Instructions:

We choose this Video and product
https://www(dot)youtube(dot)com/watch?v=4lTll4gymaw&ab_channel=TheFashionPost
https://www(dot)fragrancenet(dot)com/perfume/dolce-and-gabbana/dolce-shine/eau-de-parfum?gclid=Cj0KCQjwnf%2dkBhCnARIsAFlg4905V5x%2dTmD2yhpmwEQEjLu3EqL0vUveml8xps7Ry0pFOKcJKB4NflIaAhW7EALw_wcB&mv_pc=gawus_pla_c_x_20006927913_358872&utm_campaign=x&utm_medium=cpc&utm_source=google_us#358872
Description of Assignment:
You will work in teams in a role of consultants to Dolce&Gabbana. The company re-considers its global strategy and needs to find answer to the following key question: How to attract Gen Z and stay relevant to them?
Based on primary and secondary research, you will draw insights, and shoot a 30-second promotional video for Dolce&Gabbana targeting Gen Z in a selected market.
You are responsible both for message execution and creative execution. It means that:
You need to establish what is the advertising objective (informative, persuasive or reminder), and then,
You must decide what to say (message strategy), and
You must decide how to say it (creative strategy), and then,
JUST DO IT.
You can create footage on your own and/or use any materials publicly available, or prepare a combination of those two, but this is supposed to be team's own work. You can not copy or violate any copyrights. You can exchange ideas with other teams, but every team must make a separate submission and have a distinctive video.
Apart from submitting a 30-sec video as mp4 file, you are also required to submit a 1-2 page Word file that includes brief explanation of the copy, goal of the ad, justification of the selected market and reasoning behind the creative execution that targets Gen Z.
More details will be provided during the introductory meeting with Dolce&Gabbana on Fri, 30 June. And here: DG x HULT Boston June-July 2023.pdf

Other (Not Listed) Sample Content Preview:

FOLLOW YOUR HEART
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Description of Ad Copy
Introducing Shine Fragrance by Dolce & Gabbana: a captivating blend of grapefruit, quince, and mango, complemented by delicate heart notes of jasmine and orange blossom, all anchored by a base of white woods. This exquisite fragrance is the perfect choice for the summer, whether planning a beach getaway or exploring the city. Take advantage of the opportunity to embrace your inner radiance with Shine, now available at select retailers and online.
Drawing inspiration from the timeless words of "Follow Your Heart" by Red Red Lips, our ad encourages you to confidently seize life’s opportunities. We are reminded to always land on our feet and look upward, breathing in the exhilaration of taking risks. By pushing beyond our limits, we can reach for the stars.
Our video campaign features the talented Italian actress Deva Cassel, who effortlessly embodies the spirit of freedom and carefree joy. Throughout the video, she exudes pure happiness as she jumps and twirls, occasionally clutching a vibrant bouquet of yellow flowers, her hair flowing freely. The captivating visuals culminate with a stunning shot of a Dolce & Gabbana perfume nestled amidst a bed of yellow and white flowers.
Experience the magic of Shine Fragrance and let it ignite your spirit. Discover the freedom and confidence that comes from embracing your true self. Choose Shine and let your inner radiance shine through.
The goal of the AD
This advertisement aims to introduce Shine Fragrance by Dolce & Gabbana to consumers from Generation Z and encourage them to try and purchase the product. The ad takes inspiration from the timeless lyrics of "Follow Your Heart" by Red Red Lips and utilizes a captivating video featuring Italian actress Deva Cassel to convey the message of freedom, joy, and confidence associated with the product. The visuals climax with a striking shot of the fragrance, highlighting the brand's dedication to luxury and glamour. Through this advertisement, Dolce & Gabbana aims to inspir...
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