Facility Launch Campaign: Yeezy Mock Up

Challenge: Create a campaign for the launch of a facility for Kanye West's lifestyle brand Yeezy.

Insight: People tend to underestimate the power of simplicity.

Solution: I created the "Less is More" campaign based on an experiential ad which gets Yeezy fans to prove that simplicity and minimalism can be aesthetically appealing. Winners of the experiential contest would be transported to the unveiling of the Yeezy Factory Clothing Store.

*Photographs below were not taken by Suppressed Intuition*

The Yeezy clothing line uses a minimalist theme as a form of expression.  In light of this, I came up with the slogan "Less is more" along with the logo to represent the lifestyle.  Fans of Yeezy are very brand loyal.  I included minimal information within the ad because once fans see "Yeezy" they are automatically intrigued.  

This is how the ad would appear on Instagram.

I designed a pop-up experiential ad that would appear at Yonge and Dundas Square in the heart of downtown Toronto.  Following the minimalist theme, contestants would be asked to select one color, one fabric, and 2 tools on a digital screen.  They would then be given 10 minutes to create their best representation of the Yeezy line.  Next, the contestant would wear their newly designed clothing and have their picture taken in front of a "Less is More" Yeezy backdrop.

This picture would immediately be uploaded to the Yeezy microsite where participants can view articles of clothing created by other participants in the contest.

The top 50 Yeezy re-creations will receive an invitation to the unveiling of the new Yeezy Factory Clothing Store.  Because Yeezy is a brand that prides itself on exclusivity, participants would only be given a pick up location where they can board the charter bus that will transport them to the secret location of the venue.

The charter bus would have tinted windows prohibiting people from seeing the route to the exclusive location.  Once they arrive, they will be greeted by Yeezy owner Kanye West.  At the unveiling participants would be able to view outfits on models rather than on mannequins, making it easier to visualize how the clothing might fit them.  The unveiling of this venue provides the opportunity for Yeezy lovers to enjoy a free, exclusive Yeezy fashion show; one that is usually far too costly for the average person.