2007
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Close to the heat visualizing a brand in a new age of communication George Gina & Lucy Best of Campaign

SERVICE

CAMPAIGN/PRINT


CLIENT INFO

George Gina & Lucy handbags have been one of the biggest fashion hypes in recent years, and righteously so. The company is known for breaking sales records with their high quality handbags year after year, and keeps expanding to meet worldwide consumer demand. We are closely working with George Gina & Lucy on a multitude of projects ranging from Image Campaigns to Augmented Reality and e-Commerce.


INITIAL SITUATION

Back in 2004, when George Gina & Lucy handbags first launched, the market was dominated by either high fashion products or cheap replicas. GGL however brought something new to the table: an authentic and daring product that epitomized the “modern cool” style of youthful and selfconfident women like few others. GGL handbags quickly became a hot insider tip thanks to their high quality and refreshingly unconventional flair. As an agency, we were entrusted with translating the unique GGL brand aesthetic into an authentic and bold visual language, working on everything from conception and art direction to castings and post-production.

2008
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2009
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PROJECT BACKGROUND

Accordingly, the Campaign Motives follow the ultimate goal to translate GGL’s inherent realness into a marketing context without opting for the classic fashion product kind of way – a generic studio shoot far from any setting the consumer could possibly relate to. Instead, the Campaign should convey a visual language that matches the purity of the unprocessed, real life GGL sees itself rooted in. That’s why we teamed up with Merlin Bronques, a highly renowned lifestyle photographer famed for his ability to capture rawness and energy in his shots – the perfect visual encapsulation of what the GGL brand and products stand for at their core.


OUTCOMES

The shoots themselves are based on a mixture of street castings and Merlin’s participation in the ‘everyday life’ of his subjects. Subsequently, a lot of ‘drive-by shots’ happening on the side of the shooting itself are taken – models in their own flat, getting ready for the night, or just letting themselves go with a group of friends on a Friday night. The rule is to follow as little rules as possible – as long as the visual language keeps its non-staged intimacy. As an agency, this credo has of course shaped the way we work on this continuous project. Throughout the process of conception, art direction, casting, production and post-production, we keep the mindset at the heart of everything we do.

Since 2007, we conducted shootings in numerous cultural capitals worldwide: New York, Los Angeles, Milan, London, Tel Aviv, St. Petersburg, Berlin, Paris… to name a few. The visual strategy has of course evolved just as the brand GGL has evolved: from the more wild and selfindulgent shots of the early days to the more serious but no less fun spirit of current campaigns. Still, the signature style at the heart of it all remains the same – just like GGL.

2010
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2011
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2012
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2013
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2014
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Karina Mecik - Biedermann und Brandstift