For Liz Claiborne we were faced with marketing her cloths to show or embody “the total woman”. Their reputation was that they are plain and for moms and it was just everyday boring clothing. We wanted to give them a new flare that was exciting and a little bit sexy. The campaign was centered on the idea of standing out from the norm. Not to be just another person wearing cloths much like a mannequin, which we incorporated into the campaigns TV spot. On the billboards and spreads there was a very visible headline of “STAND OUT” followed by the logo and the tag line “It’s the cloths that makes you”. This implanted the idea of “it’s the cloths that make the woman who she is…. the total woman”. The photos chosen for the ads were women ages 25-35 in stunning business, and casual apparel with colors that really pop making them stand out from their surroundings. The billboard was a great shot of a woman with sexy red leather pants and zebra print shirt whipping her hair having fun showing that Liz Claiborne is not only formal and classy, but that it has a fun side too. The TV spot was centered around the idea that mannequins live an exciting life being able to wear all different types of Liz Claiborne’s cloths and at the end of the commercial the mannequin is dressed with a fashionable suit and it comes to life because it was the cloths that made her. I think we did a pretty good job of giving Liz Claiborne a re-energized campaign that reaches out to all different types of women, or all different ages. This project was done by myself and one other student.