Piazza Italia Role Model Campaign Enlists Help of Everyday Heroes
Vivian Lau — May 24, 2012 — Marketing
References: adsoftheworld & fastcocreate
Many of the millions of advertisements seen on a regular day feature impossibly pretty faces that distance the consumer from the product, but the Piazza Italia role model campaign opts for different impression. Instead of the typical model from an agency, anybody off the street who has done something meaningful qualifies as a role model.
Piazza Italia, a fast-fashion brand based in Italy, is an example of an company that looks to mix their business with building a community through inspiring others. Their values are effectively relayed.
With Olay recently rolling out a campaign that promises not to use photoshop on their models to retouch blemishes or body figure, it seems there is a trend that calls on advertisers and companies to choose the faces of their companies to be more realistic and relatable.
Piazza Italia, a fast-fashion brand based in Italy, is an example of an company that looks to mix their business with building a community through inspiring others. Their values are effectively relayed.
With Olay recently rolling out a campaign that promises not to use photoshop on their models to retouch blemishes or body figure, it seems there is a trend that calls on advertisers and companies to choose the faces of their companies to be more realistic and relatable.
Trend Themes
1. Realistic Model Ads - Companies are choosing more realistic and relatable models in their advertisements.
2. Community-building Marketing - Organizations are mixing their business with building a community through inspiring others.
3. Anti-photoshop Campaigns - Brands like Olay are promising not to use photoshop on their models, creating a trend towards more authentic representations of people in advertising.
Industry Implications
1. Fashion Industry - Fast-fashion brands like Piazza Italia are using role model campaigns to promote their brand and create a sense of community.
2. Beauty Industry - Companies like Olay are leading the way in anti-photoshop campaigns, changing the beauty industry's standards for advertising.
3. Advertising Industry - The trend towards more realistic and relatable models in advertising is disrupting traditional beauty standards and transforming the industry.
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