Libbe Phan
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Role:  Art Direction, Graphic Design 

Advisory:  Lauren Kusmierczak, Mary Buzbee, and Lauren Meadows

Program: The Workshop


The RealReal: Chase the Thrill of Discovery

The Background: The RealReal is the world’s largest and most trusted resource for authenticated luxury resale. Their whole brand is centered around authenticity.

The Ask: Create a campaign line, a script, OOH, activation and any extras to show Gen Z what makes buying second hand pieces from The RealReal authentic. 

The Idea: Chase the Thrill of Discovery 

Ideation Process


Inspired by the kickoff brief's emphasis on authenticity, we focused on Gen Z's core behavior in searching for truth and admiration for “authentic” individuals like Emma Chamberlain. The strategy of showcasing how fast fashion can compromise authenticity resonated deeply.

To appeal to Gen Z's love for discovery and the "real" thing, we focused on the thrill of finding unique, secondhand pieces. We emphasized how The RealReal offers an authentic experience, similar to uncovering historical treasures. By highlighting the rarity and vintage nature of the items on The RealReal, we aimed to resonate with those who value authenticity and individuality.


Introducing “Chase The Thrill of Discovery”


Inspired by the brief and our understanding of Gen Z's love for discovery, we crafted a campaign that evokes a sense of adventure and exploration. By incorporating fantastical elements like pirates, cavemen, and iconic fashion discoveries, we aimed to capture the thrill of unearthing hidden treasures.

To connect with our target audience, we leveraged the influence of Gen Z fashion creators like Wisdom Kaye. Gen Z's admiration for authenticity aligns with the values we wanted to convey. Additionally, we incorporated references to iconic brands’ moments and pieces available on The RealReal from the late 90s/early 2000s, tapping into Gen Z's nostalgia and appreciation for vintage trends.

In order to bring this campaign from print to IRL, we prioritized real-life activations in The RealReal physical locations. These in-person events offered a tangible way to engage with our campaign and align with Gen Z's desire for authentic experiences. We also developed a digital version of the activation, allowing those who couldn't attend in person to participate and enjoy the thrill of discovery online.




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Advisory 
Lauren Kusmierczak, Mary Buzbee, and Lauren Meadows

Art Direction & Graphic Design
Libbe Phan

Copywriter
Michael “Mike” Cho