Can environmental activists also be effective corporate shills?
It's a tough balancing act. But 180 Amsterdam wanted only authentically aggrieved talent to star in its striking, filmic new global campaign for Italian fashion brand's Replay eco-sustainable denim jeans.
Replay is coming out with a new jeans line called the Laserblast L.I.F.E. capsule collection. It combines Laserblast technology, which dramatically reduces water consumption in the production process, with the use of colored mineral pigments of natural origin. The result, says the brand, is one of the most eco-friendly, natural denim products available.
To advertise them, 180 goes into full protest mode with an impressively shot two-minute film depicting graphic clashes between activist rebels and armored police in a forest. The protesters are young and angry and beautiful, and at least one of the women is topless. (The video is probably NSFW because of the brief nudity.)
Are these activist actors being politically and sexually exploited simply to make money for the company, or should they be unapologetic about supporting a brand that appears to be doing more than most to protect the environment? It can be argued both ways.
I'd suggest the slicker the production—and it is pretty damn slick here—the more the activists look like models, making their behavior look like a pose. Then again, if you get the pose right, you'll get more attention for the cause—and, of course, the brand.
Agency and client are immensely proud of casting models "with a world-leading ethical stance." Says Al Moseley, president and chief creative officer of 180 Amsterdam: "Replay is a company that has an ambition I've rarely seen. Their thirst for innovative thinking, creative bravery and cultural impact means they, like their products, are a perfect fit for 180 Amsterdam."
Best watched at full screen. Note: Video is NSFW due to brief nudity.
Client: Replay – Fashion Box S.p.A.
Chief Executive Officer: Matteo Sinigaglia
Managing Director: Art Zuyderwijk
Communication Director: Lorenza De Mattia
Digital Project Manager: Fabrizio Consoli
Agency: 180 Amsterdam
President, Chief Creative Officer: Al Moseley
Managing Director: Stephen Corlett
Creative Director: Martin Terhart
Art Director: Stephane Lecoq
Copywriter: Martin Beswick
Head of Production: Susan Cook
Producer: Neil Henry
Brand Director: Emma Holland
Account Director: Simone Raspagni
Business Affairs: Nora Adams
Planning Director: Jonas Vail
Communications Planning Director: Richard Oldfield
Project Manager: Anne-Marie Overveld
Production Company: Pulse Films
Director: Dave Ma
Director of Photography: Ross McLennan
Producer: Rik Green
Executive Producer: James Sorton
Production Designer: Andreea Gherghel
Stylist: Oana Draghici
Casting Company: Barbara Pflister Casting
Casting Director: Barbara Pflister
Editing Company: The Gentleman's Club
Editor: Will Judge
Producer: Claire Ford
Online Editing Facility: MPC, Amsterdam
Flame Artist: Jonathan Box
Producer, Contact: Sharuddin Rosunally, Amy Richardson
Colorist: James Tillett, MPC, New York
Music Company: Sonar Music
Composer, Sound Designer: Alejandro Gomez-Sanchez
Producer: Miranda Culley
Recording Studio: Wave Studios, Amsterdam
Sound Engineer: Randall Macdonald