LONGCHAMP @ Fall 2013 Bigger Than Life Ad Campaign

LONGCHAMP Autumn 2013 ad campiagn themed “Bigger than life” is in a series of original and eye-catching images, restates the brand’s core values of movement and energy. According to Marie-Sabine Leclercq, Head of Global Communications, the new campaign will further consolidate Longchamp’s unique territory of optimistic luxury. “Luxury, because Longchamp has a more than 60-year heritage of fine leather goods craftsmanship; optimism, because it is all about colour and vitality. The Longchamp woman is active, dynamic, cosmopolitan, someone with a resolutely upbeat attitude to life.” She said.
 Shot in New York by cutting-edge fashion photographer Greg Kadel, the campaign stars, for the fourth season in a row, Canadian model Coco Rocha, whose vibrant personality made her once again Longchamp’s natural choice. New York was selected for its energy and its monumental architecture – which, however, is dwarfed by a bigger-than-life Coco, who literally takes the city in her stride, stepping over skyscrapers in the sexy cigarette jumpsuit and high-heeled ankle boots of Longchamp’s Autumn 2013 collection.
 In keeping with the spirit of the ready-to-wear, the mood of the campaign is somewhat more rock ‘n’ roll than previously. Coco Rocha is styled with her long hair loose, and in two of the four visuals carries the Quadri tote, Autumn 2013’s new It-bag, which was inspired by the effortless chic of cool Parisian girls. Emphasizing Longchamp’s characteristic bold use of colour, the other bags featured in the campaign are the highly successful Longchamp 3D in the season’s eye-popping fuchsia and the iconic Balzane in intense carmine.
Alongside the print campaign, which will use press and outdoor advertising, Longchamp will make extensive use of digital media, in particular for the launch of its latest film. Following on from last season’s hit “You Should Be Dancing”, choreographer Saleem Gauweloos, noted for his high-profile work with Madonna, has collaborated with the LA-based duo SKINNY on a new film in which Coco Rocha, striding through the streets of New York, engages in a dance battle with a besuited young executive, to the catchy soundtrack of “Toop Toop” by Cassius.
“This is a really stunning campaign, which further asserts Longchamp’s unique mix of energy, optimism and “joie de vivre”. This tone is now very much identified with Longchamp around the world, and the Longchamp signature appears more prominently on these visuals than ever before,” says Marie-Sabine Leclercq. “Our aim is to surprise people by renewing our core communication concept of creative movement in a fresh, forceful way each season.”

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