Title | NOT A SAFARI CAMPAIGN. |
Brand | CASTRO FASHION. |
Product/Service | CASTRO "SAFARI" LINE |
Category |
A03. Durable Consumer Goods including Automotive |
Entrant
|
ACW GREY TEL-AVIV, ISRAEL
|
Idea Creation
|
ACW GREY TEL-AVIV, ISRAEL
|
Production
|
MIALMA PRODUCTION HOUSE Tel Aviv, ISRAEL
|
Credits
Tal Riven |
ACW Grey Tel-Aviv |
Chief Creative Officer |
Ida Markovitz |
ACW Grey Tel-Aviv |
Creative Director |
Yafit Mizrachi |
ACW Grey Tel-Aviv |
Creative Director |
Elad Hermel |
ACW Grey Tel-Aviv |
SVP Account Director |
Michal Itzhaki |
ACW Grey Tel-Aviv |
Client Supervisor |
Maya Adiv |
ACW Grey Tel-Aviv |
Account Manager |
Gal Yaakov |
ACW Grey Tel-Aviv |
Head of production |
Liat Levi |
ACW Grey Tel-Aviv |
Agency Producer |
Roy Kafri |
Roy Kafri |
Director |
Write a short summary of what happens in the film
This piece tells the story of a new young model who joins the brands existing presenters.
The video begins with an almost stereotypical scene from a fashion brand, with our top presenter sitting in a luxuriously decorated room showing off clothes from the African theme line.
When the new model enters, she asks if the rumor is true, claiming that they have started shooting the ad without her. Throughout the rest of the video, in a mixture of scenes that seem almost random, the other tries to convince her that they are not doing a spot.
All other vigorously deny her suspicions making her think maybe it's all in her head, pulling the viewers to the fantasy as well. The young model insists to follow her instincts and chase a rabbit hole of bizarre dream like environment.
The spot ends with a deny. You also haven't watched a safari campaign.
Cultural / Context information for the jury
Castro is the leading fast fashion brand in Israel, popular nation wide.
The local brand is historically known for its breakthrough campaigns and iconic ads and videos. This time, it wanted to launch its "Safari" line that was inspired by African culture and safari themes.
This year, we collaborated additionally to our main presenter, with two new guest stars:
Reef Neeman and Jonathan Mergui, the later one is also the singer and creature of the original song used in this piece.
This content piece was filmed in Kenya, Africa using local African actors making it authentic for the viewers as possible.
The director Roy Kafri is an upcoming YouTube sensation video creator in Israel. Having him giving his unique point of view add great value PR wise and resonated to the brand core values as well.