Colin Firth once said, "We all know the dangers of sequels. Lightning doesn't strike twice in the same place too often, and I think you've got to move beyond it, go the extra mile and have the courage not to just repeat the first one." When Renuar asked us to shine even brighter with their jeans campaign, we put a lot of effort into making it better and more successful.
At first, we thought, "The first campaign had five different locations, a huge production... how are we going to make this one more exciting and even bigger?" So, we took the slash (/) in the Renuar logo and built it to a size of 10 feet. We needed our full team of presenters, and we used our signature technique, duplication, to showcase the entire collection. We managed to do this with this huge structure, which became our "living billboard."
To make this campaign truly Renuar, we chose a catchy song that resonated with the creative, something that would make viewers sing it in their spare time. We chose "Higher Love" by Whitney Houston and had Ran Danker sing it. The connection was easy - a huge, high structure where the models are climbing on it. The results were outstanding. The song became a No. 1 hit in Israel at that time due to the commercial, the collection sold out easily, and we can't wait to challenge ourselves with the next campaign.
At first, we thought, "The first campaign had five different locations, a huge production... how are we going to make this one more exciting and even bigger?" So, we took the slash (/) in the Renuar logo and built it to a size of 10 feet. We needed our full team of presenters, and we used our signature technique, duplication, to showcase the entire collection. We managed to do this with this huge structure, which became our "living billboard."
To make this campaign truly Renuar, we chose a catchy song that resonated with the creative, something that would make viewers sing it in their spare time. We chose "Higher Love" by Whitney Houston and had Ran Danker sing it. The connection was easy - a huge, high structure where the models are climbing on it. The results were outstanding. The song became a No. 1 hit in Israel at that time due to the commercial, the collection sold out easily, and we can't wait to challenge ourselves with the next campaign.
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