Junction 8 Fashion Week 2016
Junction 8, Fashion Week 2016 – Let’s Deck out in Style, is an annual sales campaign for the fashion outlets in its shopping mall. The campaign awards shoppers at these fashion outlets with discounts, vouchers, and other rewards.
Junction 8, by Capitaland, is a regional mall located in the heartlands of Bishan neighbourhood, next to the Bishan MRT station. The people living in the vicinity are middle-to-upper income group citizens, hence are relatively wealthy. In addition, numerous top schools are in the area, including Raffles Junior College, Raffles Institution, Anderson Junior College and Catholic High School, to name a few. With this demographics, Junction 8 is positioned to be young, and trendy yet, still resonates with the family crowd. Naturally, the fashion week campaign should appeal to these group of shoppers.
How the design was executed
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.
Posters, Standees and Signages
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.
Social Media Reach Out
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.
What we submitted for our pitch
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.
3AD Group Pte Ltd
Junction 8, Capitaland
— Project Date
— Design & Illustration
Leow Hou Teng
— Accounts & Servicing
— Project Category
Visual, Mailer, Entrance Sticker, Standee, A1 Poster
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