‘Play with styles’. Mix your outfit. Find your combination.
There is good news for all Denim fans who have been saving up for their summer shopping expeditions! This SS2010, s.Oliver invites everyone to create playful combinations with its “Play Denim” campaign promotion! Jeans, Dresses and Shorts, as well as T-shirts, Blouses and Accessories put together, create plenty combinations while playing with new denim trends. The highlight styles of QS by s.Oliver and s.Oliver Casual create the perfect denim looks for all tastes.
Play Denim Collection : s.Oliver’s ‘Love for Details’ comes through very evidently in the ‘Play Denim’ collection. There is a lot of play with Vintage washes, crushed pockets, coloured and sometimes double buttons, adjustable waistbands, turned up hems and harem elasticed hems– this collection is packed up with all play and too much fun! The major denim trends such as distressed & worn-in effects continue to rock this summer. The new buzz about Overall Denim looks in Lightweight Denims is being showcased through the denim jumpsuits and shirt dresses in this collection. And no we aren’t ruling out the boyfriend fit just yet, however this time it is being put to a new use as well– the Boyfriend Shorts! Now ladies and gentlemen, please make way for the star of this very blue season – Jeggings! A pair of denim leggings, preferably in both light and dark denim hues, is a must have of the season. Play with styles. Mix your outfit. Find your combination.
Play Denim Campaign : The campaign’s key visual is a customised “Play Denim Rubik’s Cube” which is used in all communication channels. A twenty-second TV commercial by Brazilian director CISMA will be run on major Cineplex’s over a period of two weeks. Additionally, there will be advertisements in magazines as well as online banner ads. The “Play Denim” promotion will be implemented from April 2010 at all s.Oliver stores.
Director’s interpretation of the TV commercial: Play! Play with your own image, mix and have fun with it, and always reinvent your style! Playing means creativity, happiness and joy, action and interaction. This is exactly what the “Play Denim” commercial from s.Oliver is all about. The encouragement to combine and recreate styles gives fashion a playful element. This is perfectly captured in the key element – the iconic “Rubik’s Cube”. It represents a seemingly infinite number of combinations, variations and results – because denim goes with everything, and allows us to combine and style it with other pieces of clothing. The cube symbolizes the central message of the film and therefore takes on an essential role. It creates a dynamic when the models play with it, and tension, when its properties are used as a stylistic device to promote the different styles.