Thesis 2018 - 2019 | Crishel Dayo
Key Consumer Insight
“I’ve always been self-conscious on wearing bikinis because it shows the problem areas of my skin that I’m insecure about.”
Challenge
How to effectively boost their self-confidence on wearing bikinis by showing that there’s nothing to be embarrassed about natural skin.
Truth
Being self-conscious and insecure on one’s skin is a personal issue
Uncover
A Non - Traditional Ad Campaign Promoting Skin Positivity for Negritas Swimwear
Big Idea
Negritas Swimwear: No skin to hide.
Teaser Ad: Uncover Stories
Posters with QR Code will be placed in malls and bus stands. This QR code will reveal the story behind the question why they are covering their faces.
After scanning the QR code, it will direct to the Negritas Swimwear website, where they will be able to see a testimonial from the model and read her story on how she coped from her insecurities. When you get to the final part, there will be a question “How do you wear your confidence?”challenging you to post your own story and post it on social media tagging @negritasph to win an event ticket for an event.
LAUNCH PHASE
Uncover: The Fashion Show
The fashion show “Uncover” will feature various models flaunting their skin insecurities and walking the runway while wearing the Negritas swimsuit to promote skin positivity. The event will be a representation of stripping self-consciousness and being confident with oneself, showing that having skin conditions are and can be beautiful, after all.
