1. JAZMIN BURRELL, VALIRIE MORGAN, JULIE LARSEN

2. COMMUNICATION OBJECTIVE Bree’s goal is to be the first-choice brand of the metropolitan woman seeking a fashionable and functional handbag. Our illuminated handbag is the bag that women can’t live without. With its functionality and practicality, this bag will help keep women in style and ahead of the game. We want to become an iconic brand for the younger generation of professional businesswomen.

3. CREATIVE BRIEF

4. TARGET AUDIENCE This campaign will be aimed at the young, professional woman between 20-35 years old. She is fashionable, has a lot of responsibilities, and seeks functionality. As a newcomer to the workforce and fashion world and also an emerging consumer, this would be the ideal target audience for Bree’s illuminated handbag.

5. KEY INSIGHTS Studies show that women aged 35-55 are 24% less likely to alter their brand loyalty from their current purses versus young women aged 16-34 who are 73% more likely to experiment with different brands. Our targeting of the younger age range gives our target the opportunity to become the new trendsetters.

7. MAIN IDEA Every young woman, no matter her career or lifestyle, needs a bag that will help make her everyday life seem flawless. The Bree Illuminated Handbag perfectly meshes functionality with fashion giving our customers a classy appearance with a modern experience.

8. LOGO

9. PRINT AD

11. OUT-OF-HOME AD

13. BREE HOSTS FREE FIRST FRIDAY BASH DOWNTOWN AT NO. 8 NEW YORK CITY (October 5, 2013) - To kick off its innovative line of illuminated handbags, luxury handbag retailer Bree will host a free First Friday event on Dec. 1 at the Chelsea Arts District’s renowned No. 8 night club. The event will illuminate the Chelsea Arts District with celebrity appearances, a fashion show, open bar, hors d’oeuvres, gifts and giveaways, and a one night only sale on all of Bree’s products. No. 8 is located at 357 W. 16th St. Doors for the event will open at 8 PM.

15. SOCIAL MEDIA

16. TV SPOT

17. Illuminate your world with BREE