The first time an advertising campaign really touched me and made me think.

Back in 2012, I was in my first interniship in a Fashion Magazine, Elle Brazil, doing my monthly ad report when I was completly stopped by Diane Von Furstenberg 2012 Campaign. At first I was impacted by an image where there was a model and her head was taken and exchanged for the sky background. Besides the brand logo that was a message: “Be the woman you want to be”.
It gave me a double meaning. First, instead of putting the face of some famous supermodel such as Gisele Bundchen or Kate Moss, DVF went for a reflective approach, letting their consumers picture themselves in the clothes and the woman they want to be in life. Fashion is an expression of individuality and personal style, so the decision is ultimately given to the consumer as to how they see themselves in the clothes and how they like to perceived by the world with or without the dress. Second, it gave the opportunity of self reflexion moment, strong, powerful and perhaps unique that if it weren’t for the ad it couldn’t exist.
This brand is recognized by anyone as a women brand — not a fashion clothes brand. Because of it’s inspiring owner and designer, Diane, who puts since it’s begening a lot of personal feelings, stories and believes as a part of the designs she creates, but much more than this. Even before the “marketing” ideia of taking the “femininity” theme as a strategic plan, she had always supported it by gunuinly printing this values on her brand.
Ads are always supposed to direct/indirectly generate sales, but there’s a very few that can make it as a consequence but primarly, creating and intensifying bonds between customer and brand.
The way she had built it’s company, following genuine feelings, personal values and purposes come across everyone in a natural and truly way until today.
Since 2012 I cannot remember of any other campaign that got stucked in my mind just like this one. And most important, it’s more current than ever.