Desigual
Forwards Is Boring
2019
Commercial work
Forwards Is Boring
2019
Commercial work
A D&AD-winning brand refresh and launch campaign to help an iconic Spanish fashion label rediscover its mojo.
Yes, I know – the ultimate faux-pas. Branding 101: ‘Whatever you do, just don’t fuck with the logo!’
But once upon a time – long before it had drifted into a high-street brand worn by geography teachers and soccer mums – Desigual was worn by Ibiza’s hottest hedonists.
So something about our idea: ‘Forwards is Boring’ captured the spirit of the Desigual purists who were trying to save the brand. It became their new mantra for how to look at the world. ‘Desigual’ means ‘different’ in Spanish, after all.
With their blessing, we went full Missy Elliot on their logo and flip-reversed it. We then annouced it with a bunch of bold backwards statements that were pasted all over Barcelona and in Desigual store windows worldwide.
We also made a film for this new way of thinking (I was a bit miffed with how it turned out, but it gave me a glimpse into the world of fashion) plus my manifesto ended up printed the walls of Desigual HQ and in their SS20 runway show.
And in the true spirit of ‘Fowards is Boring’, when Desigual launched their new season at Art Miami (directed by the amazing Carlota Guerrero), the models showed the clothes by, well... losing them. (15)
Agency ︎︎︎ WE ARE Pi
Creative ︎︎︎ Tom Bird, Seth Josephs
Creative Directors ︎︎︎ Barney Hobson, Rick Chant
Brand Managers (Desigual) ︎︎︎ Piedad Morillas, Román Lata
Chief Marketing Officer (Desigual) ︎︎︎ Guillem Gallego
Producer ︎︎︎ Agathe Derstroff, Lor Solano
Director ︎︎︎ Lisa Boostani
Production Company ︎︎︎ Sauvage (BCN)
Photographer ︎︎︎ Alejandro Sonoro
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Yes, I know – the ultimate faux-pas. Branding 101: ‘Whatever you do, just don’t fuck with the logo!’
But once upon a time – long before it had drifted into a high-street brand worn by geography teachers and soccer mums – Desigual was worn by Ibiza’s hottest hedonists.
So something about our idea: ‘Forwards is Boring’ captured the spirit of the Desigual purists who were trying to save the brand. It became their new mantra for how to look at the world. ‘Desigual’ means ‘different’ in Spanish, after all.
With their blessing, we went full Missy Elliot on their logo and flip-reversed it. We then annouced it with a bunch of bold backwards statements that were pasted all over Barcelona and in Desigual store windows worldwide.
We also made a film for this new way of thinking (I was a bit miffed with how it turned out, but it gave me a glimpse into the world of fashion) plus my manifesto ended up printed the walls of Desigual HQ and in their SS20 runway show.
And in the true spirit of ‘Fowards is Boring’, when Desigual launched their new season at Art Miami (directed by the amazing Carlota Guerrero), the models showed the clothes by, well... losing them. (15)
Agency ︎︎︎ WE ARE Pi
Creative ︎︎︎ Tom Bird, Seth Josephs
Creative Directors ︎︎︎ Barney Hobson, Rick Chant
Brand Managers (Desigual) ︎︎︎ Piedad Morillas, Román Lata
Chief Marketing Officer (Desigual) ︎︎︎ Guillem Gallego
Producer ︎︎︎ Agathe Derstroff, Lor Solano
Director ︎︎︎ Lisa Boostani
Production Company ︎︎︎ Sauvage (BCN)
Photographer ︎︎︎ Alejandro Sonoro