Year: 2021
Tags: Art Direction, Brand Awareness, Brand Narrative, Campaign, Curating content, Digital Narratives
-
Share
8,398 views
The Lacoste x Polaroid collection has as its central element the creative brand’s characteristic blue, green, yellow, orange and red rainbow, inspired by the famous logo that Polaroid used in its first color instant film launched in 1963. This new collaboration between the crocodile brand and the iconic Polaroid brand presents a technicolor capsule collection that is bold, fun and colorful, which we translated from the vision of a young artist.
-
Shareof
Connecting brands with talent
Curation is key. Moving away from traditional marketing models, we opt for a more curatorial approach: selecting 5 emerging artists to interpret the brand, we add a new creative and conceptual layer to the narrative. Bringing the brand closer to the vision and sensibilities of these artists, we open up new possibilities for communication, generating unique content that builds brand awareness and gives a new look and feel to the collections.
For the campaign we proposed a selection of 4 emerging artists: Sol Bela, Olga de la Iglesia, Anne Banaan and David Mesa. Creatives who highlighted the concept of gang through moments of enjoyment, playfulness and togetherness in a colorful way. Sol Bela takes her girl gang for a run around her favourite spots. Anne Banaan evokes a cinematographic feeling as her protagonist explores the city. Olga de la Iglesia showcases the variety of the collection by highlighting the multiple layers of personas within one’s self. David Mesa takes us to a mystical place where friendship is the king and queen. Each of them made a re-interpretation of the product, while taking it to a new environment and a new narrative.
“Bringing to life the visions of different artists and connecting that vision with the right brand lead us to a multilayer result, with different narrative and aesthetic paths.”
Annie Fajardo, Young Talents Curator at Folch
“Brands should explore new, freer communication channels to let others talk about their products in a more creative way and generate narratives where the product ends up speaking for itself from an innovative perspective.”
Nerea Lopez, Business Designer at Folch and Acid House Barcelona
