The Viru Keskus Campaign Encourages Women to Shop Smartly
Meghan Young — August 5, 2014 — Fashion
The Viru Keskus ad campaign targets both smart and stylish women with a brainy hairstyle that may or may not inspire someone's Halloween costume. Granted, it is a very elaborate creation. Yet the brainy hairstyle was created to specifically encourage people to make "a smart choice" when it comes to shopping. It reads, "Shopping center Viru Keskus has the biggest bookstore, the widest [collection] of jewelry and the best fashion shops in Estonia."
The brainy hairstyle was conceived and executed by Age Mccann, an ad agency based in Tallinn, Estonia. It was art directed by Vladimir Loginov with creative direction by Kaarel Grepp and photography Kalle Veesaar. It is a simple yet femininely fun ad campaign.
The brainy hairstyle was conceived and executed by Age Mccann, an ad agency based in Tallinn, Estonia. It was art directed by Vladimir Loginov with creative direction by Kaarel Grepp and photography Kalle Veesaar. It is a simple yet femininely fun ad campaign.
Trend Themes
1. Smart Shopping - The brainy hairstyle ad campaign encourages smart shopping habits by highlighting the best Viru Keskus has to offer.
2. Feminine Fun - The brainy hairstyle inspires a fun and playful trend for women's hair, presenting an opportunity for creative hair product and accessory companies to capitalize on this trend.
3. Elaborate Creations - The brainy hairstyle presents an opportunity for innovative hair stylists to showcase their craft through elaborate and unique creations creating a trend for event and special occasion hair styling.
Industry Implications
1. Retail - This ad campaign highlights the best shopping options that Viru Keskus in Estonia has to offer, promoting a trend towards creating a personalized shopping experience for customers by maximizing the variety of products available and offering them in a centralized location.
2. Advertising - The creative and unique approach to this ad campaign not only highlights the products of Viru Keskus but also presents an opportunity for more creative and innovative ad campaigns that are both memorable and effective in capturing customer attention.
3. Beauty - The brainy hairstyle campaign presents a trend toward more creative and unique hairstyles, opening up opportunities for hair product and accessory companies as well as hair stylists to capitalize on this trend by offering innovative products and services to customers looking to express their individuality.
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