Colcci Party all the time
AMC
Issue 41 | December 2016
Agency
Escala
Creative Team
Creative Directors Flavio Waiteman Jacques Fernandes Saulo Szinkaruk Creative Team Angélica Pernau Cristiano Schmitz Julia Funari
Production Team
Product Manager Joatan Jamilton
Other Credits
Product Renata Germani Renata Lopes Photographer Gui Paganani Account Andrea Klemm Lígia Soletti Luisa Samuel
Date
August 2016
Background
To launch their spring/summer collection for 2017, Colcci tapped into youth culture for their brand proposition, "Party all the time".
They also signed up supermodel Gisele Bündchen for the campaign.
The challenge was to find a way to make the new catalogue look cool to a hard-to-impress target audience and stay true to the party-lovers theme.
Idea
Spotify in Brazil has over 12 million users. The idea, then, was to connect with them directly by creating the first fashion catalogue ever to be streamed on Spotify.
Ten electronic dance mash-up music tracks were created by top Brazilian DJs, each inspired by a page of the catalogue.
Together the singles formed the Colcci "Party All The Time" playlist.
As listeners went through the playlist, they got to see album covers in which Gisele was wearing the new clothes in a series of party scenes. Every album cover was a different look.
Music and the fashion shoot became one and the same.
Results
The tracks have been listened to six million times, which means there have been over six million views of the new 2017 collection.
A vinyl collection was also produced. Signed by Gisele it was given to DJs to play at their gigs, reinforcing the party-time idea.
Our Thoughts
Some of the freshest work in the world comes out of Brazil. But for us at Directory, it is often the hardest to decipher. There must be something about translating Portuguese into English that leads to scrambled explanations that take us time and effort to interpret. But in this instance, boy was it worth it! Music and fashion have always gone hand in glove. To bring them together in Spotify and turn a playlist into a fashion show is a brilliant use of the platform. Colcci wanted to be seen as cool and modern and they've cracked it with this.
My advice to Escala, if they want to win a Lion at Cannes, is get someone who speaks English as their first language to write the case study for you.