Ad of the Day: Real-Life Eco Activists Battle Police for Replay’s Natural Denim Jeans

Beautiful, and angry as hell

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

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