Eco-Warriors Rise Up in REPLAY Campaign by 180 Amsterdam

16/06/2014

Pulse Films

Production Company

London, UK

226

ADD TO COLLECTION

16/06/2014

Pulse Films shoots fist-pumpingly intense spot

For the unveiling of the innovative Laserblast L.I.F.E. collection, fashion brand REPLAY champions real-life activists as models. These Eco-Warriors for L.I.F.E. all share an irrepressible passion and spirit, and embody the attitude of REPLAY’s rebellious spirit.

This bold campaign, developed by creative agency 180 Amsterdam, features graphic depictions of clashes between activist rebels and heavily armored authority figures. It launches this month and comprises a dramatic two-minute film championing the Eco-Warriors’ determination to fight for the environment, and a series of authentic campaign images, to be launched at REPLAY stores around the world and via a digital advertising.

The REPLAY Laserblast L.I.F.E. capsule collection combines the innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin. The result is one of the most eco-friendly, natural denim ranges.

To bring to life the eco-credentials of this distinctive range, REPLAY has cast models with a world-leading ethical stance – the real-life activists transforming the way we live today.

This is the first campaign delivered by 180 Amsterdam for the Italian denim fashion brand REPLAY.

Art Zuyderwijk, MD REPLAY Benelux commented: 'We have very ambitious targets for the business. We are thrilled to partner with 180 Amsterdam to bring our vision to life and expectations on Laserblast L.I.F.E. project. Their team, their enthusiasm and their talent make us excited about the result of this journey.”

180 Amsterdam has been tasked with bringing to life the brand’s contemporary and authentic style credentials to the Laserblast L.I.F.E. project.

Al Moseley, President and Chief Creative Officer, 180 Amsterdam, commented: “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.”