REMODELING FAIRY TALES
The first brand to dress up classic princesses
for the modern times
MIAMI AD SCHOOLMIAMI AD SCHOOLCreation director: Ivan Azevedo.
Art Director: Carolina Vasconcelos.
Copywriter: Belen Fernandez.
Date: Jul 2020.
The first brand to dress up classic princesses
for the modern times
MIAMI AD SCHOOLMIAMI AD SCHOOLCreation director: Ivan Azevedo.
Art Director: Carolina Vasconcelos.
Copywriter: Belen Fernandez.
Date: Jul 2020.
REMODELING FAIRY TALES
Challange:
Farm wants to launch its new summer collection in the US, where it’s still unknown.
Insight:
The collection’s patterns of fruits and birds evoke scenarios from the world of fairy tales the target grew up with. But Farm is a brand for the modern woman, who has different concerns and goals from the princesses of their past.
Idea:
To reach women with the nostalgic world of fairy tales they knew, the brand is taking the usual princesses as its models, but updating them to the world of today, mixing the best of both worlds in a collection that identifies and represents them.