180 Amsterdam has a bold new campaign unveiling REPLAY’s eco-friendly Laserblast L.I.F.E. collection, which celebrates real-life activists as models.
REPLAY’s Laserblast L.I.F.E. capsule collection utilizes “innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin,” resulting in “one of the most eco-friendly, natural denim ranges.” The brand called on 180 Amsterdam to make eco-friendly jeans seem youthful and rebellious, casting “models with a world-leading ethical stance – the real-life activists transforming the way we live today.” It marks 180 Amsterdam’s first campaign for the brand.
180 Amsterdam’s two minute digital spot for the campaign (featured above), shows environmental activists (clad in jeans, of course) clashing with heavily-armed security forces. Opening with shots of protesters in the woods, with audio clips of climate change deniers in the background, the group are soon met by the security forces they clash with. The provocative spot includes violence against protesters, and even some unexpected partial nudity before ending on a positive note with a surprise twist. 180 Amsterdam certainly didn’t hold back on this one, although some may make the argument that they’re trying a little too hard to seem edgy.
“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,” said Art Zuyderwijk, MD REPLAY Benelux.
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