Like Stella McCartney, Arket puts a great emphasis on fashion sustainability as well.
However, while the campaign films of Stella McCartney focus on conveying the element of sustainability by narrative and scene-setting, those of Arket are paid more attention to the presentation and the sounds of sustainable material as well as its link to the products.
My analysis of the campaign:
• The good match of the tone of the video and the brand image
– lifestyle, sustainability, establishing styles that endure
– essential products; varying materials; ideal everyday uniform
• Simple music and sound effect
– nature sounds and white sound are highlighted by very simple background music and rhythm
– feel like touching the material
• Spilt screen
– present the product and its materials/outfits and details of the product at the same time
– convey product information clearly especially highlight materials, making it recognizable
– enhance richness and enjoyment in visual presentation as well as broaden the imagination of audience
• Concise phrase and visually effective selection of font and color to put emphasize on sustainability
– use the concise phrase to clearly convey product information and highlight the feature of materials: reclaimed materials, recycled down and feathers, washed in thermal water, reused with creativity and innovation
Good-looking model!
– including Asian and European, adults and kids – wink and smile!