COPYWRITING:
OLD NAVY
"Hi, Fashion" Rebranding
It's not "high fashion." It's more, like, "hi, fashion."
OLD NAVY wants to rebrand itself as more than just a reliable source for basic clothing. The company wants to position itself as fun, relatable, grounded and, most of all, fashionable in a way that's not “high fashion,” which is, like, totally stuck-up and toats annoying.
CAMPAIGN CONCEPTS:
CONCEPT #1 – A FAKE “PROJECT RUNWAY”-ESQUE REALITY SERIES
This would be a series of Digital Spots where we create our own REALITY SHOW like Project Runway. We could call it: DESIGNER DEADLINE. Or: FASHION THROWDOWN.
We get a stuck-up “host” to play the stuffy Tim Gunn type. Maybe Julia Louis-Dreyfus could play the role – she was “uppity” and “stuck-up” in the earlier Old Navy spots, like the Pony one.
We’re in the designers’ workroom – there are a bunch of super-serious fashionista designers who are designing and making the most awful hi-fashion stuff. It’s just ridic and ugly and gaudy.
And the Host keeps urging the designers to dig deeper, they’re playing it too safe: “Seen it before, been done to death, boring!”
And then we have ONE CONTESTANT/DESIGNER who is making OLD NAVY designs and clothes.
And when the Host sees these drawings and these clothes, the Host GOES CRAZY: “This stuff is original and fresh and revolutionary in its appeal to the American spirit, it’s “Fashion Forward” by being “of the moment!”
If it was a SERIES OF SPOTS: we would develop this Old Navy designer and see him/her in competition with the other stuck-up, arrogant fashionistas.
If it was a ONE-OFF SPOT: the Host would declare the Old Navy designer the winner.
CONCEPT #2 – STORMING THE RUNWAY WITH A FLASH MOB
This could work as a DIGITAL SPOT or a LIVE STUNT.
The concept is to stage a SUPER SERIOUS HIGH-FASHION Runway Show, with totally over-the-top gaudy, awful clothing on super-skinny models. It’s just ridic. The worst that high-fashion has to offer.
And then, out of the blue, a FLASH MOB of “regular people” in OLD NAVY clothing STORMS the runway. They could jump up on the runway from the audience and pour onto the runway through the “models’ entrance” on the stage.
The Flash Mob could even push the models off the runway. Viva La Revolution!
The high-fashion models scatter, and the Old Navy Flash Mob DANCES AROUND, partying and hooting and hollering, having REAL fun, and making a mockery of the stuffy runway show.
Take THAT Fashion Week.
CONCEPT #3 – FAKE RED CARPET
This could be a digital spot or you could stage a real “fake” Red Carpet stunt.
Walking the red carpet are a bunch of (fake) celebrity stars and actresses in totally insane outfits that are crazy-ugly.
Reporters are calling out: “who are you wearing?!”
The Stars are calling back silly names: DIANE VON PUTTERMAN! DULL AND GABANO!
Each star is accompanied by the small entourage – a manager or publicist who sticks in the background as the stars go down the red carpet.
So when our FEATURED STAR comes down the red carpet, the photographers start yelling: WHO ARE YOU WEARING?
The Star starts to answer, but the photographers interrupt, “NOT YOU, HER!”
They’re pointing to the Star’s publicist – a regular girl in OLD NAVY clothes, standing in the background.
She shyly steps into the foreground, and the FLASHBULBS GO OFF as the photogs go crazy.
The real Star is PUSHED to the side, and the regular Girl gets the spotlight.
“I’m wearing OLD NAVY.” The crowd goes nuts.
They used Amy Poehler as a “regular person” in their ads, working at fast food restaurants. So it could be someone like Amy, or it could be an actual nobody.
CONCEPT #4 – FAKE MOVIE TRAILER
This would be a digital spot where you make a fake movie trailer.
The trailer opens with the “RATED F- for FUN”
The announcer does the classic, “In a world gone haywire…”
We see POST-APOCALYPTIC IMAGERY – just flashes of rain, and urban blight, and crumbled cities.
Stuff straight out of DIVERGENT/INSURGENT and HUNGER GAMES, or a MAD MAX-type desert landscape. Everything is dark and destroyed.
It’s all tongue-in-cheek mock-serious and mock-dramatic.
Announcer: “In a time, when fashion had run amuck…”
And then we see a HORDE of super-models in their ridiculous, gaudy, over-the-top, ugly hi-fashion outfits – maybe they’re riding on a Mad Max-type vehicles. They’re serious and mean looking.
They’re clearly the bad guys, the enemy…
Announcer, “a band of REBELS was willing to stand up for what they believed in…”
And we show the OLD NAVY clothes on regular people. They’re having fun, they’re the opposite of the serious fashion models.
When they come on screen, the DARK APOCALYPTIC imagery is lifted and the sun breaks through…
The Old Navy people are our Dauntless faction, our Tris, our Katniss Everdeen, saving the day with fun Old Navy fashion.
CONCEPT #5 – PORTABLE RUNWAY SHOW
Live Event. We’d getone of those massive “Mobile Stage Trailers” where the side of the truck opens up and you get a little stage.
But instead of a traditional stage, it would open into a FASHION RUNWAY STAGE. With lights and music and the whole nine yards.
You come up with a name for the tour: THE REAL RUNWAY. Something to position it in opposition to Fashion Week.
And the truck would stop at bizarre places where you wouldn’t expect a fashion show.
Maybe an X-Games type event, or a Car Race, or some rando local fair. Could be in the middle of a city street somewhere. Or at a farmer’s market. Anywhere you find “real people.”
You’d have an announcer saying stuff like: “Forget about Fashion Week! Forget about New York and Paris, we’re bringing the fashion show to you!”
You literally hand out OLD NAVY clothes on the spot to the crowd. And whoever puts them on, right then and there, gets to walk the runway, mocking real models.
The Announcer would ask each “real person” their name – and then he’d mock real fashion show announcers, “And here comes Caitlyn in the Old Navy “Trailblazer” attire. When she walks into a room, she says “I’m ready for fun.””
CAMPAIGN CONCEPTS:
CONCEPT #1 – A FAKE “PROJECT RUNWAY”-ESQUE REALITY SERIES
This would be a series of Digital Spots where we create our own REALITY SHOW like Project Runway. We could call it: DESIGNER DEADLINE. Or: FASHION THROWDOWN.
We get a stuck-up “host” to play the stuffy Tim Gunn type. Maybe Julia Louis-Dreyfus could play the role – she was “uppity” and “stuck-up” in the earlier Old Navy spots, like the Pony one.
We’re in the designers’ workroom – there are a bunch of super-serious fashionista designers who are designing and making the most awful hi-fashion stuff. It’s just ridic and ugly and gaudy.
And the Host keeps urging the designers to dig deeper, they’re playing it too safe: “Seen it before, been done to death, boring!”
And then we have ONE CONTESTANT/DESIGNER who is making OLD NAVY designs and clothes.
And when the Host sees these drawings and these clothes, the Host GOES CRAZY: “This stuff is original and fresh and revolutionary in its appeal to the American spirit, it’s “Fashion Forward” by being “of the moment!”
If it was a SERIES OF SPOTS: we would develop this Old Navy designer and see him/her in competition with the other stuck-up, arrogant fashionistas.
If it was a ONE-OFF SPOT: the Host would declare the Old Navy designer the winner.
CONCEPT #2 – STORMING THE RUNWAY WITH A FLASH MOB
This could work as a DIGITAL SPOT or a LIVE STUNT.
The concept is to stage a SUPER SERIOUS HIGH-FASHION Runway Show, with totally over-the-top gaudy, awful clothing on super-skinny models. It’s just ridic. The worst that high-fashion has to offer.
And then, out of the blue, a FLASH MOB of “regular people” in OLD NAVY clothing STORMS the runway. They could jump up on the runway from the audience and pour onto the runway through the “models’ entrance” on the stage.
The Flash Mob could even push the models off the runway. Viva La Revolution!
The high-fashion models scatter, and the Old Navy Flash Mob DANCES AROUND, partying and hooting and hollering, having REAL fun, and making a mockery of the stuffy runway show.
Take THAT Fashion Week.
CONCEPT #3 – FAKE RED CARPET
This could be a digital spot or you could stage a real “fake” Red Carpet stunt.
Walking the red carpet are a bunch of (fake) celebrity stars and actresses in totally insane outfits that are crazy-ugly.
Reporters are calling out: “who are you wearing?!”
The Stars are calling back silly names: DIANE VON PUTTERMAN! DULL AND GABANO!
Each star is accompanied by the small entourage – a manager or publicist who sticks in the background as the stars go down the red carpet.
So when our FEATURED STAR comes down the red carpet, the photographers start yelling: WHO ARE YOU WEARING?
The Star starts to answer, but the photographers interrupt, “NOT YOU, HER!”
They’re pointing to the Star’s publicist – a regular girl in OLD NAVY clothes, standing in the background.
She shyly steps into the foreground, and the FLASHBULBS GO OFF as the photogs go crazy.
The real Star is PUSHED to the side, and the regular Girl gets the spotlight.
“I’m wearing OLD NAVY.” The crowd goes nuts.
They used Amy Poehler as a “regular person” in their ads, working at fast food restaurants. So it could be someone like Amy, or it could be an actual nobody.
CONCEPT #4 – FAKE MOVIE TRAILER
This would be a digital spot where you make a fake movie trailer.
The trailer opens with the “RATED F- for FUN”
The announcer does the classic, “In a world gone haywire…”
We see POST-APOCALYPTIC IMAGERY – just flashes of rain, and urban blight, and crumbled cities.
Stuff straight out of DIVERGENT/INSURGENT and HUNGER GAMES, or a MAD MAX-type desert landscape. Everything is dark and destroyed.
It’s all tongue-in-cheek mock-serious and mock-dramatic.
Announcer: “In a time, when fashion had run amuck…”
And then we see a HORDE of super-models in their ridiculous, gaudy, over-the-top, ugly hi-fashion outfits – maybe they’re riding on a Mad Max-type vehicles. They’re serious and mean looking.
They’re clearly the bad guys, the enemy…
Announcer, “a band of REBELS was willing to stand up for what they believed in…”
And we show the OLD NAVY clothes on regular people. They’re having fun, they’re the opposite of the serious fashion models.
When they come on screen, the DARK APOCALYPTIC imagery is lifted and the sun breaks through…
The Old Navy people are our Dauntless faction, our Tris, our Katniss Everdeen, saving the day with fun Old Navy fashion.
CONCEPT #5 – PORTABLE RUNWAY SHOW
Live Event. We’d getone of those massive “Mobile Stage Trailers” where the side of the truck opens up and you get a little stage.
But instead of a traditional stage, it would open into a FASHION RUNWAY STAGE. With lights and music and the whole nine yards.
You come up with a name for the tour: THE REAL RUNWAY. Something to position it in opposition to Fashion Week.
And the truck would stop at bizarre places where you wouldn’t expect a fashion show.
Maybe an X-Games type event, or a Car Race, or some rando local fair. Could be in the middle of a city street somewhere. Or at a farmer’s market. Anywhere you find “real people.”
You’d have an announcer saying stuff like: “Forget about Fashion Week! Forget about New York and Paris, we’re bringing the fashion show to you!”
You literally hand out OLD NAVY clothes on the spot to the crowd. And whoever puts them on, right then and there, gets to walk the runway, mocking real models.
The Announcer would ask each “real person” their name – and then he’d mock real fashion show announcers, “And here comes Caitlyn in the Old Navy “Trailblazer” attire. When she walks into a room, she says “I’m ready for fun.””