Goals and objectives
The lockdown in 2020 didn’t spare anyone or anything. We didn't go out, we didn't go to events, we had less fun and we didn't get to dress up. We were spending our days in tracksuits, PJ’s and casual “homie” outfits. The cultural aspect of our everyday lives was stripped down. So, as a media company, we wanted to bring culture back into our everyday lives.
But the year 2020 didn’t stop there. In the same year Zagreb got hit by 2 earthquakes that demolished the old city center, along with some of our oldest museums and their cultural treasures. This made us realize that we had been taking our museums and their collections for granted.
So, we set ourselves the goal to promote culture by promoting Zagreb’s museums and the client Designer Outlet Croatia (DOC) joined our mission.
DOC is part of ROS Retail Outlet Shopping, one of Europe’s leading center management companies specialized in Designer Outlets. It’s a regional shopping destination with a unique offer of designer, fashion and lifestyle brands with 30-70% off. Their goal was to strengthen their brand image as a premium and socially aware brand.
Since fashion and culture are inseparable and both were negatively affected in 2020, we created the campaign “I’m wearing culture” with the motto “That’s always in fashion”, where best of both worlds was fused into a unique content experience of fashion editorials shot in museums, inspired by museum collections and enriched with educational content on museums.