While graphics remain at the forefront of ad campaigns and tend to dominate consumer stimulation, it remains clear that effective ad copy is still an extremely relevant component of this process. The most successful advertising campaigns build and maintain brand awareness, while also fostering consumer engagement. And DKNY’s Spring 2019 Campaign innovatively takes advantage of all its resources to achieve the utmost success leveraging percentages that add up to “100%DKNY.”
Not only does the campaign feature engaging photo and video, the brand adds in a significant amount of ad copy that’s both bold and interesting to look at — further promoting striking user content and a written understanding of the message being conveyed. Copy point such as “11% Downtown, 10% Carefree, 8% DJ on Deck” give depth and narrative while remaining true to DKNY’s lively New York heritage.
The campaign entitled #IAMDKNY is a continuation of the idea started last fall – this season starring Yasmin Wijnaldum, Aiden Curtiss and Staz Lindes and lensed by Oliver Hadlee Pearch – the brand proves that a good idea has the bandwidth to last several seasons.
That strategy cares over on the DKNY site — using call-to-action marketing by providing information through clickable images and links to shop, explore, and further engage the consumer with the DKNY brand.
So while many may believe that ‘a picture is worth 1,000 words,’ the latest DKNY Spring 2019 Campaign proves, ‘words matter.’
Director/Photographer | Oliver Hadlee Pearch Director of Photography | Jack Webb Models | Yasmin Wijnaldum, Aiden Curtiss and Staz Lindes Stylist | Emilie Kareh Hair | Cyndia Harvey Makeup | Chiho Omae Set Designer | Nicholas des Jardins