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Anarchic Rebelle Film Invites Us to ‘Break the Rules of Fashion’

Creative 0 Add to collection

Attitude-filled campaign for the second-hand online fashion store was created by Überground and directed by Ace Norton through Wanda

Anarchic Rebelle Film Invites Us to ‘Break the Rules of Fashion’
Überground ring in 2019 rebelliously for the second-hand designer fashion online shop 

The Hamburg-based creative collective gathered around founder Jo Marie Farwick has released an awareness campaign for Rebelle that breaks with the conventions of fashion advertising to grab our attention.
"Break the rules of fashion - before they break you" is the slogan of the new TV and online campaign. Its centrepiece is a 60-second film in which a young woman proves in numerous visually arresting vignettes that she has little regard for the conventions of fashion. She’s depicted half naked, as well as in a good lace dress with a gold grill on her teeth and deliberately mixes patterns on her clothes.

According to the film, Rebelle wants to do away with dogma of the fashion industry and show that designer fashion and second-hand are not a contradiction.

The spot will air in 15-second and 20-second cutdowns on several German and Italian TV networks. The campaign is aimed at women between the ages of 25 and 40 years. It will be used in five other European markets beyond Germany, will be extended to digital channels and adapted in five languages. In addition to banner formats, other video formats and social media content are also used.
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Music Company: Not A Machine in Hamburg

Production Company

Director: Ace Norton

DOP: Alexander Alexandrov

Production Company: Wanda Germany

Post Production / VFX

Post Production Company: Harvest Digital Agriculture

Creative Agency

Art Directors: Florian Wiesener, Jakob Reinhard and Dzhulyetta Kretsu

Consulting Director: Kim-Louisa Hauer

Creative: Jo Marie Farwick, Anna Meissner

Creative Agency: Überground

Creative Director: Kathi Walter

Creative Founder: Jo Marie Farwick

Genres: People, Fashion & Beauty, Luxury

Categories: Online retailers, Retail and Restaurants, Wed, 09 Jan 2019 14:05:02 GMT