PART 02
- Pepe Jeans London x Wiser Wash -
The Challenge
Create a campaign concept for the launch of the new Wiser Wash denim technology for Pepe Jeans London. A technology that allows you to create each piece of denim using less than a glass of water.
The Idea
Wiser Wash is the latest technology implemented by Pepe Jeans inside its new responsible innovation program. It does not only represent the next step into denim fashion, but also a way of conceive the future of fashion itself. But there are thousand ways to be wise nowadays, the meaning of this Word lies in every one of us. To communicate this, we launched a simple question: “Are You Wise?”. The spark that would ignite a collaborative conversation around eco-fashion, and around what every single of us can do to make this world a more sustainable green place.
Ambassadors: @hi_its_bobbi , @queenysdiary , @wilson_oryema
ART DIRECTION
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photographer: javier castán
video director: hector ferreño
LATERAL-THINKING
India Salvor Menuez
- Queeny Van Der Zande -
- Wilson Oryema -
PART 01
- PEPE JEANS CAMPAIGN -
THE CHALLENGE:
CREATE A CAMPAIGN CONCEPT THAT POSITIONS PEPE JEANS LONDON AS A BRAND THAT IS TAKING ITS FIRST STEPS INTO ECO-FASHION AND ELEVATE ITS EQUITY.
THE IDEA:
PEPE JEANS LONDON IS CHANGING ITS APPROACH TOWARDS FASHION, GENERATING NEW TECHNOLOGIES TO MAKE THE PRODUCTION MORE SUSTAINABLE. WE NEEDED AN EMOTIONAL CAMPAIGN CONCEPT TO TRANSMIT THIS, WHILE INVITING THE GEN Z TO JOIN THIS FASHION ECO-REVOLUTION.
“ TRU BLU PROGRAM — BE TRU. JOIN THE TRU-BLU SQUAD” IS AN EMPOWERING INVITATION THAT AIMED NOT ONLY TO COMMUNICATE THE RESPONSIBLE INNOVATION TECHNOLOGIES OF PEPE JEANS LONDON BUT ALSO CEMENT A NEW MINDSET BETWEEN ITS TARGET.
ART DIRECTION
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PHOTOGRAPHER: JAVIER CASTÁN
VIDEO DIRECTOR: HECTOR FERREÑO
LATERAL-THINKING
