Final: The Big Idea

"The montage is carefully cut and edited together to create a unique whole." (Chapter 7)
The unique whole of such a powerful brand as Kangol has been set in a grand scheme. Marketing will take place across the globe again in a unique way. In nightclubs, bars, upscale restaurants, and for leisure the style for young men and women will be to dress the par.

"Anyone worth knowing is attracted to stories, aren't they?" (Chapter 2)
The stories of the past times will convey the message of the ads... as the man tips his hat to her... With the placement of the ads in the right places, the story of the ad campaign will be realized at first sight, and within the initial reading. Stories indeed inspire and brings forth emotion and a spirit to listen and become aware.

"I want to learn everything I can about the consumer I'm advertising to, so I talk to anyone who can offer me an insight." Bill Schwab creative director (Chapter 2)
As Bill Schwab one of the greats knew throughout his career that an effective ad involves the people. He included the people in the creative process from beginning to end. The beginning of the Big Idea has been passed from hand to hand of women and men. The Big Idea will not stop at that point as analysis will continue into the boutiques, and the scenes the young men and women.