Task: How do we get GenZers to see how fast fashion is making them inauthentic by showing them what makes second-hand luxury goods truly authentic?
Insight: The RealReal doesn't just sell clothing. It sells authenticity.
Idea: We'll depict the history of each piece of clothing by illustrating that the garments sold by The Real Real have authentic stories that give them value beyond the price tag, stories in which consumers can participate. What story are you wearing?
Art Director: Adam Williams
Copy Writer: Tyler McClain
The RealReal “ReTell” Campaign finds Gen-Z where they're most comfortable: on social media, in a social activation that lives in the company's Instagram Highlights. ReTell invites customers to be a part of the authentic history of every item they buy. We’ll rely on user-generated content in the form of customer-submitted photos and brief descriptions of where they’ve taken a garment or accessory, and what they’ve done with the item, to tell the apparel's story, proving that an item's "past lives" are what makes it authentic.
We'll create a 30-second spot that will play on TV and socials.
Retell The Authentic Stroy
A group of friends at a rooftop party huddle up for a photo. In the center a WOMAN mugs for the camera, wearing a SIGNATURE HIGH-FASHION BLOUSE. Photographer POV as a cameraphone rises into the frame and — SNAP! The group is frozen in the photo.
VO: Every authentic garment has a history.
As the cameraphone drops out of frame, we discover we’ve transitioned to a nightclub, following a SECOND WOMAN wearing the blouse. Photographer POV as a Polaroid camera rises into the frame and — SNAP! Angle on the Polaroid, the photo showing the Woman looking ravishing.
VO: Every authentic garment has a story.
The Polaroid is tossed aside as we discover a THIRD WOMAN wearing the blouse, on a date with a handsome MAN. He tugs her into a Photo Booth. They cuddle close as — SNAP!
The Photo Booth spits out a triptych of stills, each one revealing a new angle on the signature blouse.
VO: At The Real Real, you’re part of that story.
We’re watching the history of the shirt unfolding in front of us, through a scrapbook of photos of its past owners.
The blouse journeys through time connecting the many customers who've worn it. We press in on a final photo. Entering the frame is a woman wearing it in the present day. She directly addresses the camera.
WOMAN: So... what story are you wearing?
She turns back to the action of the photo as VoiceOver carries us out —
VO: Authenticity takes time. So does real fashion. The Real Real.com
We'll create interactive OOH that will encourage consumers to join in and tell their authentic story with garments from therealreal.com
