Junction 8 Fashion Week 2016

With the Facebook campaign in mind, we came out with a mailer that ‘resembles’ a Facebook image on a mobile phone, where people have to ‘tag’ the objects to identify them. The illustrations decks out the clothing and accessories like a usual hipster photograph. In addition, the layout of the promotions is similar to how fashion magazines usually design their pages, hence reinforcing the idea of fashion.

Our studio, 3AD Group, a long-time retainer of Junction 8, was asked to pitch for the shopping campaign. The client specifically requested for a watercolour illustration, an approach that they have yet to attempt before. They had, on multiple occasions, attempted craft-based approaches for their campaigns as they believe that it is effective with their target audience. The campaign includes a Facebook competition where users have to identify where a particular piece of fashion clothing or accessory is from.

In order to bring greater awareness to the campaign, in-mall collaterals such as door stickers, posters and standees were used to promote it. The mediums were decided by the client themselves and were used for all their previous campaigns. These promotional materials were highly visible due to its location at the entrances and along the large hallway from the MRT station to the bus interchange and were hence, effective.

The following Facebook campaign, except for the cover image, was not executed or conceptualised by my company. It has been documented on this portfolio to provide a clearer idea of what the campaign is about. All images are screenshots from Junction 8 Facebook account.

As my company has been working with the client for many years, an exaggerated pitch for this campaign was not necessary. The creative brief was clear: ‘To come out with a watercolour illustration of Fashion accessories being laid out, for a fashion campaign that goes in line with their Facebook competition’. The initial submission was a little washed-out as the colours were too faded. This was later enhanced in the final design. The alternative design was completed by my colleague.