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Alma Vetlenyi Fashion - "Equal Colors Olympic Games" by PHNX Awards 2020

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TituloEqual Colors Olympic Games
Agência
Campanha Equal Colors
Marca Alma Vetlenyi Fashion
Data da primeira Transmissão/Publicação 2019 / 5
Produto Alma Vetlenyi Fashion
História Background

Alma Vetlenyi is a Hungarian fashion brand that creates clothes for young urban professionals on a global scale. The brand's collections have always been designed concerning serious agendas like sustainability of fashion, the ecological aspects of production and consumption and other acute social issues.


Idea

We launched the campaign for Vetlenyi's new collection, recreating three iconic photos (Montgomery bus boycott, 1955; University of Alabama, 1963; Olympic Games, 1968) capturing important events/moments in the history of fight against racism.

But the racist overtone of the original situations have been taken away. The characters are represented with no colours at all; they look fully transparent. Thus the colour difference that could be perceived are the black/white nature of their clothes only.


Execution

The situations of the original photos are recreated digitally, with meticulous precision. To enhance the artistic effect of the visuals, and put more focus on the clothes we positioned our characters in front of a homogeneous background. The CGI work was done by two post-production studios; they had been working on the project simultaneously, for more than 3 months.


Results

The campaign became a trending topic in the circles of Hungarian fashion industry, and sparked a vivid online conversation. It also strengthened Alma Vetlenyi's position as a responsible brand sensitive to acute social issues. The website traffic of Alma Vetlenyi's Fashion grew 221% due to the campaign, and the brand experienced a 13% sales increase during the campaign.
CHIEF CREATIVE OFFICER Istvan Bracsok, Levente Kovacs
CREATIVE DIRECTOR Luis Paulo Gatti, Andre Felix
COPYWRITERS Verônica Lopes, Júnior Carvalho, Mateus Souza, Luis Paulo Gatti, Andre Nunes Bueno, Levente Kovacs
ART DIRECTORS Rodrigo Nakaza, Luis Paulo Gatti, Marcos Mendes Tanaka
CLIENT SERVICE DIRECTOR Levente Balint
ACCOUNT DIRECTOR Beata Stumpf
SENIOR ACCOUNT MANAGER Lilla Katona
DIGITAL MEDIA MANAGER Borbala Tumo
PRODUCTION COMPANY Fuze Image Maker
POST PRODUCTION COMPANY Moreira Studio