Introducing Replay’s SS18 ADV Campaign – Burning Man
Replay presents the new SS18 ADV campaign “Burning Man”, shot by photographer Jack Waterlot in a California location reminiscent of Black Rock Desert, Nevada where Burning Man is held every year. The experimental art gathering of Burning Man of a utopian community based on the values of inclusion, self-reliance and self-expression recreating Replay’s vision through the lens of Jack Waterlot.Models Robin Holzken, Cora Keegan and Andrey Zakharov are portrayed in a series or romantic, yet rugged, dream-like images and setting that have become part of the iconography of the Burning Man. Replay’s DNA and heritage matches the atmosphere perfectly thanks to “desert glamourous” pieces where its romantic and rock souls come together.Denim and leather take center stage, while light and soft fabrics, slight discoloration and cold dye treatments perfect the boho chic style.The campaign was launched in January with a domination of the city of Florence during the Pitti Uomo week through giant billboards at the airport, train station, main squares and city streets as well as public transports and taxis and aims to create a tangible connection between the brands imagery and Burning Man’s.
This initial launch will be followed by an integrated ADV Campaign including outdoor, printed media, digital channels and social media in various countries. #burningman