The RealReal:
Dress Responsibly
Adulthood is tough, and Gen Z is entering it at an unprecedented moment in history. Let’s smooth their transition by mixing classic alcohol ad sophistication with playful messaging to serve The RealReal as the only choice for responsible fashion consumers.
Fashion Hangover :30
We open on Ashley lying on the couch in her colorful, contemporary apartment. She’s on her back, kicking her legs in the air, scrolling her phone. As she swipes, influencers are projected hologram-like into the living room, each one offering a contradictory fashion tip before fading into the next…
INFLUENCER 1: Ok if you’re still wearing ankle socks…like…I feel sorry for you…
Ashley looks down at her ankle socks and grimaces in frustration before scrolling on.
INFLUENCER 2: Do not listen to anyone who tells you to throw away your ankle socks. Believe me. They’re coming back…
INFLUENCER 3: Here are five ways to know if you’re legit cottagecore or just cottagepoor…
Ashley presses her hands to her temples as the third influencer starts talking. She shakes her head and squeezes her eyes shut momentarily before scrolling on.
INFLUENCER 4: Grab these chic and effortless beige essentials today. Take your minimalist aesthetic to the next level…
INFLUENCER 5: Ladies, here are three absolute must-haves for your maximalist wardrobe…
The pace increases and Ashley keeps scrolling. The influencers start swirling around Ashley’s head as she sways, disoriented. The voices combine into a dense cacophony. Ashley sets her phone down, confused and overwhelmed, and faints slowly back onto the couch – influencers still swirling and babbling.
VO: No more fashion hangovers. Stop keeping up and start wearing what works for you. Authenticated second-hand luxury fashion only from TheRealReal.
SUPER: Please. Dress Responsibly. The RealReal.
The RealReal: Secret Stockroom
The RealReal is launching a brand activation with pop-up shops in three major US cities styled as prohibition-era speakeasies.
The secret location and entry passwords will be revealed through a series of cryptic social media posts to add an element of mystery and exclusivity. Savvy customers who decode the clues will gain access to exclusive pricing and irresistible promotional deals.
The RealReal will partner with locally based sustainability non-profits to help choose the event locations and educate the attendees on the environmental work being done in their community.
