Hasta La Creative!

180 Amsterdam has a bold new campaign unveiling REPLAY’s eco-friendly Laserblast L.I.F.E. collection, which celebrates real-life activists as models.

REPLAY’s Laserblast L.I.F.E.  capsule collection utilizes “innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin,” resulting in “one of the most eco-friendly, natural denim ranges.” The brand called on 180 Amsterdam to make eco-friendly jeans seem youthful and rebellious, casting “models with a world-leading ethical stance – the real-life activists transforming the way we live today.” It marks 180 Amsterdam’s first campaign for the brand.

180 Amsterdam’s two minute digital spot for the campaign (featured above), shows environmental activists (clad in jeans, of course) clashing with heavily-armed security forces. Opening with shots of protesters in the woods, with audio clips of climate change deniers in the background, the group are soon met by the security forces they clash with. The provocative spot includes violence against protesters, and even some unexpected partial nudity before ending on a positive note with a surprise twist. 180 Amsterdam certainly didn’t hold back on this one, although some may make the argument that they’re trying a little too hard to seem edgy.

“We have very ambitious targets for the business. We are thrilled to partner with 180 Amsterdam to bring our vision to life and expectations on Laserblast L.I.F.E. project. Their team, their enthusiasm and their talent make us excited about the result of this journey,” said Art Zuyderwijk, MD REPLAY Benelux.

Stay tuned for credits after the jump. continued…

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Amsterdam Worldwide has a new campaign promoting Sony VAIO, l Flip PC, VAIO Tap 11, and VAIO Duo emphasizing the laptop/tablets appeal to both people’s playful and serious sides.

The new campaign, entitled “Both of You,” features four 2-in-1 characters, with the two sides of each personality battling each other, emphasizing that “sometimes we need to work, and sometimes we need to play.” In each of the four spots, neither side of the character wins a definitive victory in their battle of wits, another illustration of how the versatility of a laptop/tablet in one lets both sides of your personality get their way. “Our tech devices have become very personal extensions of ourselves – the question is ‘which self?’ We all have more than one. Now there is truly one device that can handle both of you, so we created a story to bring that to life,” explains Amsterdam Worldwide executive creative director Richard Gorodecky.

“Both of You” has already proven itself a big success. The four online spots debuted in December and combined have already received over 1.5 million views, and that’s without any media spend. The online campaign rolls out in earnest on January 27th, on platforms such as YouTube, Hulu, and AOL (for some reason). “Both of You” will also launch in international markets, including Japan, Asia, Europe, and Latin America. Stay tuned for “Both of You (Marla)” and credits after the jump. continued…

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