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Desigual’s colourful and original fashion campaign seeks to reflect its passion for life | |
Desigual has launched its second TV campaign featuring four women and the way they start the day.
In the Spanish fashion brand’s first TV campaign, #tengounplan (#ihaveaplan), three girls talked about their plans for the New Year. This time, Desigual presents four ways to start the day through the eyes of four “fun, happy, energetic and surprising women”.
The first ad campaign generated over 200 million hits. Now the brand is aiming to beat that figure by reflecting its passion for life in a fresh and original ad with the slogan La Vida es Chula (“Life is Cool”) as its main message.
The story is told in different formats. The 60″ version will be shown online. The shorter 30″ and 10″ versions will be shown on TV from 21 April 2013. Similarly, the ads start with the hashtag #doitinthemorning, to encourage two-way communication, which was successful during the last campaign, according to the firm.
La Vida es Chula has been Desigual’s slogan since it was founded. “It is a way of understanding fashion and life,” explained Desigual. “It’s an enthusiastic, positive, optimistic slogan that truly nails their colours to the mast. It’s a phrase that reflects Desigual’s raison d’être and is ingrained in the brand’s DNA and core values. A manifesto that explains how to face the world each day and that is reflected in a fun, fresh, original way of dressing.”
Desigual’s second ad, #doitinthemorning, centres on four women and aims to send out a stimulating, optimistic message that’s open to interpretation, the company said.
VIEW THE DESIGUAL TV CAMPAIGN VIDEO BELOW:
| https://youtube.com/watch?v=TFDMs1Oy6EA |
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About Desigual
Founded in 1984, Desigual is characterised by its optimistic and colourful designs. In 2012, Desigual sold over 22 million items through its different retail channels worldwide. The fashion brand ended 2012 with over 330 of its own shops, 9,000 multi-brand stores and 2,200 corner concessions in department stores in over 100 countries.
Visit www.desigual.com
