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

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. [jwplayer r7CPji7p-1kT9Z8rj] CREDITS 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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Ad of the Day: Real-Life Eco Activists Battle Police for Replay's Natural Denim Jeans

Beautiful, and angry as hell

Tim Nudd

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