This Impuls Clothing Campaign Creates Catwalks Everywhere
Amelia Roblin — June 19, 2011 — Marketing
References: lasociedad.mx & adsoftheworld
"Any road is a runway" according to this Impuls Clothing campaign, and though none of the brand's items are actually featured in these four ads, its up to one's imagination to see styles that would impress just about anywhere.
La Sociedad advertising agency of Monterrey, Mexico, put together these prints, which capture a variety of landscapes including a park path, a cobblestone road, an airport tarmac and a sandy beach. Instead of picturing such scenes in the way that may be familiar, the art directors elevated each passage or walkway into the air, broken off from the earth or water around it.
In establishing such a platform, the Impuls Clothing campaign turns such settings into fashion runways, suggesting that the wearer of such garments would exude catwalk couture no matter where she struts.
La Sociedad advertising agency of Monterrey, Mexico, put together these prints, which capture a variety of landscapes including a park path, a cobblestone road, an airport tarmac and a sandy beach. Instead of picturing such scenes in the way that may be familiar, the art directors elevated each passage or walkway into the air, broken off from the earth or water around it.
In establishing such a platform, the Impuls Clothing campaign turns such settings into fashion runways, suggesting that the wearer of such garments would exude catwalk couture no matter where she struts.
Trend Themes
1. Imaginative Advertising Campaigns - Exploring unconventional ways to capture attention and engage consumers through imaginative advertising campaigns.
2. Contextual Advertising - Using contextual advertising to create visual impact by merging product promotion with familiar settings.
3. Fashion Branding Beyond Traditional Runways - Expanding fashion branding beyond traditional runways by portraying everyday environments as fashion showcases.
Industry Implications
1. Advertising - Opportunity for advertising agencies to create disruptive campaigns by reimagining everyday environments as platforms for branding.
2. Fashion - Fashion industry can explore new avenues of branding by showcasing their garments in unconventional settings.
3. Creative Design - Opportunity for creative designers to think beyond traditional platforms and reimagine branding concepts within different contexts.
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