Lv2020 Spring/Summer Blockbuster of the Magic Ghost Beast, look at it quickly~
Article reproduced from: Advertising Intelligence Bureau
ID：haoad123
Original title: LV2020 spring summer blockbuster, very magical.
Recently, LV has launched a new Spring/Summer 2020 advertising campaign, and this time the style can be summarized by several keywords: incomprehensible, retro ghost animal, magic weird, advanced. Is it so offbeat? Let's take a feel for it
After reading it, three words, I can't understand it. Are LV sure it's not making a horror movie? After reading a friend who can understand it, I believe there are only a few, if there is an iron juice that can be understood or has ideas, please leave your opinion in the message area. Emmmm, the picture can't be understood, there is no line that serves as an explanation, and the feeling of not knowing the clouds comes from the fog. The superiority of art may be that you can't understand it. In short, inexplicably high sense of luxury.
Although I don't understand the content and dare not boldly interpret it, I can still say it in style.
Fashion is a reincarnation, retro wind has become more and more intense in recent years, as the fashion industry trend leader brand LV, naturally will not miss this trend trend. At the same time, the super ghost animal wind for young people's appetite remains hot in terms of content form and content consumption. So can it be both retro and stylish? LV, a blockbuster and series poster, handed over a good answer sheet.
Speaking of retro style, the conventional idea is to reproduce the advertising scene into the style of the past century, and over time, the same, the audience aesthetic fatigue, marketing will have no characteristics. Although niche but always occupy the market position of B-grade movies, there is a key feature is to arouse the curiosity of the audience. The retro style created by LV takes the horror movies, novels and science fiction movie posters of the 70s and 80s as the entry point, cuts into the novelty and characteristics of the angle, borrows the curiosity of B-grade movies, and firmly grasps the audience in the visual experience.
As for ghost animals, the form of works with funny and nonsensical content output has always been loved by young users. However, the ghost animal advertisement represented by boss direct employment has been blocked countless times in the minds of consumers because of repeated brainwashing lines. LV tested the ghost animal wind this time, and created an LV exclusive ghost animal style, how can it be exclusive? Recognizability is key. The interlaced picture of light and shadow and the unique sound effect, the staggered position of the fashion model, there is no sense of vulgarity in sight, and the sense of high-end overflows the screen.
In addition to this commercial, there is a set of posters that are equally retro and creative. The poster was created by LV womenswear master Nicolas Ghesquiere in collaboration with photographer Collier Schorr. The protagonists of the poster are many popular stars.
Stacy Martin
Emma Roberts
Sophie Turner
Pei Doona
Kelsey Chow
Angelica Ross
Laura Harrier
Chloe Moretz
Billie Lorde
Leia Saidu
Jennifer Connery
Alicia Vikander
Cody Finn
Billie Lorde & Cody Finn
Samara Viven
Musician Robyn
Gugu Mbata-Lao
Jaden Smith
Zhong Chuxi
Thai actor Yaya
Nomi Melant
Deepika Padukoni
Musician Woodkid
Rinko Kikuchi
To say that the most familiar is the only Chinese face - Xiaohua dan Zhong Chuxi. Zhong Chuxi wears an asymmetrical cloak, printed pants and snow boots, and the most eye-catching thing is carrying LV's new blue stitched Twist in his hand. This poster is a recreation of the 1993 thriller film The Haunted Garden.
Combining the new poster with the horror film, 24 celebrities become the protagonists of the movie one by one, and the form is indeed refreshing, both mysterious and fashionable. The theme of this group of posters is "Wearable Library", or "Wearable Library".
B-grade movie-style posters are like novels, and the content of this novel is not words, but is composed of various ideas, and the bearers of these ideas are clothing and bags. "Fashion itself is a wonderful novel", every piece of clothing and bags has a soul, they carry the minds of the creators, they can tell their own stories.
If you can't understand the above blockbusters and posters, part of the reason may be that you don't know much about some B-grade movies. The series's ideas are inspired by classic horror films, science fiction films and pulp fiction of the 70s and 80s.
A person's life can precipitate a novel, and the novel can be a mirror image of life; a novel can be adapted into a movie, and the movie can be a mirror image of the novel; a fashion can come from a movie, and fashion can be a mirror image of the movie. Finally, fashion comes from life. Seemingly unrelated things, in fact, are clear and can be connected.
#Topic# LV2020 This wave of ads, what do you think?