Diseño de una campaña publicitaria para dar a conocer nuevas tendencias de moda urbana orientada a la diversidad de géneros

Abstract

Fashion images impose certain stereotypes about what should be worn, dividing clothes into men’s and women’s sections, without realizing that garments have no gender and that they are only accessories that reflect the identity and personality of people. This degree project focuses on the design and planning of a digital communication campaign, social type, to publicize the new fashion trends without gender limitations and encourage people to feel free to dress as they like. Using the methodology proposed by William Wells, the planning of the campaign called “JzgMe!” was developed, using various design tools that served to carry out each stage of the advertising strategy and the graphic proposal. As a result of this, some graphic elements were achieved to obtain the final prototypes and the recommended media planning for future implementation. The project does not consider the complete implementation of the advertising campaign.