Hi Laine,
1. Please tell us a little bit about what you do in the fashion advertising industry?
I’m an independent casting director that is hired by advertising agencies, producers, designers, photographers and magazines to cast for print advertising, editorial, commercial and runway shows. Depending on the client, I will be asked to find models, actors, kids or often times real people with specific backgrounds or professions to be featured in various media. I’m passionate about my work and love to street scout and find undiscovered talent.
2. Do your advertising clients ever make a campaign with a social cause behind their products?
Yes.
3. Have you ever worked with a client that did use advertising in that matter, like Dove does for example? If so, please let us know that experience?
Yes, and I found the experience incredibly rewarding. I was hired by Arrow (part of Phillips-Van Heusen) to cast men, women and children who had a direct link (family member) who had come through Ellis Island. The brand had partnered with SaveEllisIsland.Org that season to help restore the deteriorating buildings at Ellis Island that make up our nations history. The campaign (print and commercial) was shot on Ellis Island and everyone involved had a story of how their ancestors came to America to build a better life for themselves and future families. In order to prove the lineage talent were asked to bring in a brief family history of where their roots came from, how they got to America, and what they did to survive once they arrived– vintage photos, ship documents, journals and name changes were all submitted as evidence to support their family history.
4. When you take on project like these what are your expectations?
I think the key word in this project was HOPE. That is all it took for hundreds of thousands of people to move their families over seas in the HOPE of a better life. I, too, HOPED to find some very interesting, inspiring people who could live to tell their stories or the stories of their parents and grandparents experiences coming to America for the chance of freedom. What I didn’t expect to find was how many people’s ancestors came through Ellis Island and how proud they were to re-tell their stories. I was beyond moved by the struggles and hardships people endured to make it to America. I also learned about my own families history in the process. It was an incredible experience.
5. How often would you say that either your clients, or other companies participate in social awareness or social engaging campaigns?
Its becoming more popular each year. I believe with the rise of “reality” tv and it’s popularity, a lot of advertisers are jumping on the bandwagon of featuring regular “real people” in their campaigns. It allows the everyday consumer to feel a closer connection to the brand when a more approachable / realistic person is featured in the campaign opposed to a model whose beauty standards are unattainable for the average person.
6. From your experience in advertising, what would you say is the main reasons clients engage in such advertising?
To generate awareness for a cause that someone in the company feels tied to or compassionate about. Arrow is one of the oldest classic American sportswear brands so the connection to Ellis Island made sense. The CEO of the brand was also featured in the campaign as his direct family heritage came through via Ellis Island as well. Over 40% of Americans can draw direct lineage to Ellis Island so the campaign further strengthens that bind. Americans will know that a percentage of the money they spend on Arrow clothing will go to support a worthy cause rebuilding an American landmark.
7. Do you think the fashion world and the advertising campaigns from the industry influence society in a positive or negative way?
Often times both positive and negative depending on the nature of the individual campaigns.
8. Would you say that people in the industry have become more charitable and engaging in social awareness campaigns over the past few years, or has it remained the same or even decreased?
I believe that it has increased over the past few years and hope that this trend continues. Part of the reason for that unfortunately is that it is cheaper to feature a real person in an advertisement than to pay a model their day rate. Due to our economic downfall over the past 2years advertisers will try to save money any way they can, and talent is one of those things they can pay less if they are using unrepresented models opposed to modes with representation.
9. In your opinions what are the main reason clients engage in this type of advertising?
You get more attention for being different then doing the same campaign season after season.
Support a worthy cause or increase awareness.
In addition see answers to #5, 6 & 8.
10. Is there anything else you can add about your experience or your colleague’s experiences in the fashion industry with socially beneficial advertising or causes?
It is a very rewarding experience and I highly recommend being a part of it. It’s a project that does more than sells clothes it helps restore or rebuild an incredible cause. I have met some incredible people with amazing stories along the way and that is priceless.
Thank you for your time.
Here is the one of the Save Ellis Island Commercial Laine is speaking about in the interview.
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