BIHOR COUTURE

Short List
ClientBEAU MONDE
Category D02. Use of Branded Content created for Digital or Social
TitleBIHOR COUTURE
Product/ServicePUBLISHING
Entrant McCANN BUCHAREST, ROMANIA
Idea Creation McCANN BUCHAREST, ROMANIA
Media Placement UM BUCHAREST, ROMANIA
Additional Company MRM//McCANN BUCHAREST, ROMANIA
Credits
Name Company Position
ADRIAN BOTAN MCCANN EMEA GLOBAL EXECUTIVE CREATIVE DIRECTOR
CATALIN DOBRE MCCANN ROMANIA EXECUTIVE CREATIVE DIRECTOR
IOANA ZAMFIR MCCANN ROMANIA GROUP CREATIVE DIRECTOR
IONUT COJOCARU MCCANN ROMANIA CONTENT CREATOR
ADRIAN RUSU MCCANN ROMANIA SENIOR ART DIRECTOR
ADINA CIRSTEA MCCANN ROMANIA COPYWRITER
SABINA POPA MCCANN ROMANIA ART DIRECTOR
CARMEN BISTRIAN MCCANN ROMANIA CREATIVE EXCELLENCE MANAGER EUROPE
ALEXANDRA ALBU MCCANN ROMANIA REGIONAL SENIOR ACCOUNT MANAGER
ANDRA SANIA MCCANN ROMANIA REGIONAL ACCOUNT MANAGER
CORINA NICA MCCANN ROMANIA CORPORATE PR EXECUTIVE
TIBERIU MUNTEANU MCCANN ROMANIA AV MANAGER
ALEX POPA MCCANN ROMANIA AV PRODUCER
ANDREEA SOFRONE MRM//MCCANN ROMANIA ACCOUNT DIRECTOR
BIANCA CIOBANU MRM//MCCANN ROMANIA ACCOUNT EXECUTIVE
BIANCA URDEA MRM//MCCANN ROMANIA WEB DESIGNER
ALEXANDRA VISAN MRM//MCCANN ROMANIA SENIOR WEB DEVELOPER
ANDREI COTARTA VIDEOEDIT STUDIO VIDEO EDITOR
ANDREI MANDRU VIDEO EDIT FILM DIRECTOR
RADU VOINEA VIDEO EDIT STUDIO DOP
VALENTIN RUSCAN VIDEO EDIT SECOND UNIT DIRECTOR
ARGATU VIDEOEDIT STUDIO MUSIC DESIGN
VLAD GHEORGHIU VIDEO EDIT STUDIO MUSIC DESIGN

Why is this work relevant for Media?

Fashion sets the trends not only in fashion, but also in what type of media we use and how we consume content; Bihor not Dior is an innovative media campaign, because “fights” fashion with its own tools: content, social influence, who wears what, who wear it better, what’s the original. When Dior included a Romanian jacket from Bihor in their collection and sold it for 30.000 euro, without giving credit to the original creators, Beau Monde, a fashion magazine with 100% original Romanian content, wanted to help authenticity survive. We launched Bihor Couture, fashion line, which fights against cultural appropriation.

Background

Nobody knows Bihor, but everybody knows Dior. Bihor is a small region in Romania rich in traditions. They created a famous coat that was copied by Dior and sold for 30.000 euro, without mentioning the source of inspiration. When designers give no credit to their inspiration, there is no return for the poor communities that struggle to keep the traditions. And the traditions die. Beau Monde, the fashion magazine with 100% Romanian content, wanted to help authenticity survive and take a stand against cultural appropriation. Cultural Appropriation = the act of taking or using things from a culture that is not your own, without showing that you understand or respect this culture (Cambridge Dictionary).

Describe the creative idea/insights

It is not the only case of cultural appropriation; we wanted to take a chance and create a precedent for a better future We looked back at other recent examples of cultural appropriation in fashion: Stella McCartney used traditional African motives in her Summer/Spring 2018 collection. Louis Vuitton debuted a line of blankets, worn as coats by the people of Besotho, as part of their menswear collection, and many more. When Dior included a Romanian jacket from Bihor in their couture collection and sold it for 30.000 euro, without giving credit to the original creators, Beau Monde, a fashion magazine with 100% original Romanian content, wanted to help authenticity survive. We launched Bihor Couture, a new fashion line that fights against cultural appropriation and we’ll serve as a precedent for the local artisans all over the world that inspire the world of fashion and don’t get credit for this.

Describe the strategy

We needed to make the original designers known in the entire world. We also wanted to promote the authentic fashion pieces in a unique way, making them appealing to everybody, including a younger target and people who are not familiarized with Romanian traditions. We built an online platform, where people could buy the authentic fashion pieces with designs created by the same craftsmen that Dior failed to credit. The online shop was promoted with a fashion digital content series, featuring the original creators. We used the fashion critique format with fashion experts, and instead invited the local creators from Bihor to talk about Dior’s collection, as the real experts of the jacket. Bihor Couture serves as a model created to return money to the local communities, so everybody can enjoy these traditions for generations to come. The model serves as an inspiration for other cultures that face the same problem.

Describe the execution

We used the fashion type of content formats We launched the new brand with a fashion video content series, featuring the original designers from Bihor, commenting on Dior’s collection, the same one where the jacket from Bihor was included. The series was highly entertaining, with juicy comments from our local creators, and it could be watched on Facebook and YouTube. The media campaign was a mix of digital videos, print ads with our designers, and videos that targeted international celebrities interested in Dior, like Lady Gaga or Beyonce with customized messages from our local creators. We even launched a video invitation to Dior to come and design a jacket with the local creators. And even made an appearance at Paris Fashion Week.

List the results

We put Bihor on fashion map The campaign made a huge impact, with people storming the website and placing hundreds of orders for traditional clothes. Presently, more craftsmen are being brought into the platform, to work on all the orders that keep on coming. With an initial investment of 7.000 euro, the campaign gained 1.4 million euro in earned media which means a Return On Investment of almost 200%. Pre-orders were made to cover the work for the next 4,5 years. Beau Monde also raised money to fund the only craftsmen school in Bihor, to attract more young people that can learn the craft and it further in the future. So the tradition lives on.