The in crowd
Whether it's a protest rally, a sold-out concert venue or a gala film
premiere, the mere presence of a crowd denotes power and a common
interest or purpose - a meeting of minds. Businesses are latching onto
this imagery as a means of visually demonstrating the social impact of
their brands. In these celebrity-obsessed days, the crowd has gained
another connotation of glamorous adoration.
This is all too clearly spelled out in Dolce & Gabbana's current US
advertising campaign, recreating the front-of-guestlist crush at what is
supposed to be a star-studded LA party. Here, to be squashed amid a
throng of fashion victims is the very height of social success.
In its US campaign, meanwhile, DKNY has chosen to showcase the secondary
crowd - the one that worships the glamorous 'in crowd' - in this case,
young women screaming at the object of their adoration.
Some small echo of this can be seen in this Coca -Cola poster from
Spain. The visual field is so filled with young people that there's
insufficient room for the full brand logo, creating a similar feeling of
energy and communality - values that brands will always chase.