MAKING THE BRAND : KRIS VAN ASCHE

buzz. 
it's like crack for a brand.

and sometimes a print campaign can do it.  generate that talk value, get the internet buzzing, and start everyone searching for the ads, and eventually the brand.

kris van asche hired a noted art photographer known for his work with porn stars,
making their oeuvre something of beauty,
then hired gay porn stars,
rented a laudromat,
and . . .

a hypnotic brand statement is born.

and people have been looking it up for months.

making the brand : tom ford likes penis

i know this is a rehash,
but this stuff didn't make much stir on the american shores,
mainly because no one would publish it.

i don't know why.

it's vintage tom ford, to the point that it's almost NOT shocking.

yeah yeah, tom. 
i got it. 

you sexy.  you bad.  you glossy.  you 'spensive.

anyone wanna see what's up with marc jacobs ?

 

making the brand : the WRANGLER eupopean relaunch

one of the hardest things to do is relaunch a brand,
particularly in the minds of consumers who are accustomed to you in a certain way.

it takes a commitment to change,
an understanding that change takes time,
and a clear look and feel that rises up from the crowd.

which is why Wrangler's relaunch campaign for the european market is so exciting.

it relies on a bit of heritage (the outdoors, the primal, the wild)
adds a very modern twist (ryan mcginley's photography, a searing mix of sex and death)
and a post-modern idea (we are all animals)

i love it.

take a look for yourself,
animals.