Bihor Couture|短视频|广告营销案例【ADGuider广告指南】

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Bihor 时装

案例简介：概要以前没有人尝试过 Bihor 时尚，但是现在每个喜欢时尚的人都有一个想法是什么!Bihor 是罗马尼亚一个传统丰富的小区域。他们创造了一件著名的外套，被迪奥复制，售价 30.000 欧元，但没有提到灵感来源。当设计师不相信他们的灵感时，那些努力保持传统的贫困社区就没有回报了。传统会消亡。拥有 100% 罗马尼亚内容的时尚杂志 Beau Monde 希望帮助真实性生存，并反对文化挪用。文化占有 = 从不是你自己的文化中获取或使用东西的行为，而不表明你理解或尊重这种文化 (剑桥词典)。战略我们需要让原创设计师在全世界闻名。我们还想以独特的方式推广真正的时尚作品，让它们吸引每个人，包括一个年轻的目标和不熟悉罗马尼亚传统的人。这就是为什么我们建立了一个网上商店，可以被世界上的每个人访问。为了推广新品牌，我们与时尚专家一起使用了时尚评论格式，而是邀请了来自 Bihor 的当地创作者作为夹克的真正专家谈论迪奥的系列。相关性我们是巴黎时装周的轰动人物!我们让时尚界成为最困难和最时髦的目标，体验 Bihor Couture: 要么穿衣服，要么面对时装秀的亮相，要么观看精彩的在线内容。当 Dior 将一件来自 Bihor 的罗马尼亚夹克纳入他们的时装系列，并以 30.000 欧元的价格出售时，没有归功于原创作者 Beau Monde，一家拥有 100% 罗马尼亚原创内容的时尚杂志, 推出 Bihor Couture，第一个反对文化挪用的品牌,将买家与当地工匠联系起来，劫持巴黎时装周。结果这场运动产生了巨大的影响，人们猛烈攻击网站，订购了数百件传统服装。因此，更多的工匠被带到这个平台上，继续处理所有的订单。预订了未来 4 、 5 年的工作。博 · 蒙德还筹集资金资助比奥唯一的工匠学校，以吸引更多的年轻人学习这项工艺，并在未来进一步学习。所以传统依然存在。执行我们推出了这个新品牌，推出了一个时尚视频内容系列，展示了来自 Bihor 的原创设计师，评论了迪奥的系列，也就是 Bihor 夹克的系列。这个系列非常有趣，有我们当地创作者的精彩评论，可以在 Facebook 和 YouTube 上观看。然后，我们制作了平面广告，展示我们的设计师，并针对对迪奥感兴趣的国际名人，如 Lady Gaga 或碧昂丝，以及我们当地创作者定制的信息。接下来是邀请迪奥来到 Bihor，和我们的设计师一起设计一件新外套。我们甚至去了巴黎时装周，自豪地穿着比奥的外套，因此，向整个时尚界发表了声明。活动描述为当地工匠伸张正义，为未来的文化 “盗窃” 创造先例。我们回顾了最近其他时尚文化挪用的例子: 斯特拉 · 麦卡特尼在她的夏/春 2018 系列中使用了传统的非洲动机。路易威登首次推出了一系列毛毯，这些毛毯被贝索托人用作外套，作为他们男装系列的一部分，还有更多。我们创建了 Bihor Couture，这是第一个反对文化占有的品牌。它的目标是通过在在线平台上销售真实的时尚作品来回报当地社区。Bihor Couture 不仅仅是一个销售 Bihor 正品服装的品牌。它是一个将钱返还给当地社区的模型，这样每个人都可以在未来几代人中享受这些传统。该模型是面临同样问题的其他文化的灵感。

Bihor 时装

案例简介：Synopsis Nobody experimented Bihor fashion before, but now everybody who’s into fashion has an idea what is all about! Bihor is a small region in Romania rich in traditions. They created a famous coat that was copied by Dior and sold for 30.000 euro, without mentioning the source of inspiration. When designers give no credit to their inspiration, there is no return for the poor communities that struggle to keep the traditions. And the traditions die. Beau Monde, the fashion magazine with 100% Romanian content, wanted to help authenticity survive and take a stand against cultural appropriation. Cultural Appropriation = the act of taking or using things from a culture that is not your own, without showing that you understand or respect this culture (Cambridge Dictionary). Strategy We needed to make the original designers known in the entire world. We also wanted to promote the authentic fashion pieces in a unique way, making them appealing to everybody, including a younger target and people who are not familiarized with Romanian traditions. This is why we built an online shop, that can be accessed by everyone in the world. To promote the new brand, we used the fashion critique format with fashion experts, and instead invited the local creators from Bihor to talk about Dior’s collection, as the real experts of the jacket. Relevancy We were the sensation of Paris Fashion Week! We made the fashion world, the most difficult & sassy target, to experience Bihor Couture: either by wearing, by facing the appearances at the fashion shows or by watching the outstanding online content. When Dior included a Romanian jacket from Bihor in their couture collection and sold it for 30.000 euro, without giving credit to the original creators, Beau Monde, a fashion magazine with 100% original Romanian content, launched Bihor Couture, the first brand that fights against cultural appropriation, connects the buyer with the local artisans and hijacks the Paris Fashion Week. Outcome The campaign made a huge impact, with people storming the website and placing hundreds of orders for traditional clothes. Presently, more craftsmen are being brought into the platform, to work on all the orders that keep on coming. Pre-orders were made to cover the work for the next 4,5 years. Beau Monde also raised money to fund the only craftsmen school in Bihor, to attract more young people that can learn the craft and it further in the future. So the tradition lives on. Execution We launched the new brand with a fashion video content series, featuring the original designers from Bihor, commenting on Dior’s collection, the same one where the jacket from Bihor was included. The series was highly entertaining, with juicy comments from our local creators, and it could be watched on Facebook and YouTube. Then, we created print ads featuring our designers and targeted international celebrities interested in Dior, like Lady Gaga or Beyoncé, with customized messages from our local creators. What followed was an invitation to Dior to come to Bihor and design a new coat with our designers. We even made it to Paris Fashion Week, proudly wearing the coat from Bihor and thus, making a statement to the entire world of fashion. CampaignDescription Make justice to local artisans and create a precedent for future cultural “thefts” We looked back at other recent examples of cultural appropriation in fashion: Stella McCartney used traditional African motives in her Summer/Spring 2018 collection. Louis Vuitton debuted a line of blankets, worn as coats by the people of Besotho, as part of their menswear collection, and many more. We created Bihor Couture, the first brand that fights against cultural appropriation. It aims to return money to the local communities by selling authentic fashion pieces on an online platform. Bihor Couture is not only a brand that sells authentic clothes from Bihor. It serves as a model created to return money to the local communities, so everybody can enjoy these traditions for generations to come. The model is an inspiration for other cultures that face the same problem.