"#Thank you for being you" is the slogan – the leitmotif of House's latest SS17 campaign. The intriguing title is an invitation into the world of young people and the hottest internet trends. The authors of the concept decided to show this world somewhat subversively, thanking all their audiences for being themselves.
In the SS17 campaign, the authors of the concept observe young people, watching their behaviour – somewhat from a distance, somewhat with a wry smile, yet they like and appreciate them precisely for being themselves. House's execution is above all a humorous concept and an innovative approach to fashion campaign communication. The distinguishing feature linking all of House's film and photo materials is the #. This small symbol placed on the keyboard above the 3 quickly became the king of pop culture and the internet world, without which contemporary social media communication essentially does not function.
In the SS17 campaign it appears repeatedly. Each of the twelve photos by Kuba Dąbrowski has been tagged with a subversive hashtag which, already firmly rooted in internet consciousness, takes on a new, amusing meaning thanks to House's creativity. And so, for example, #dogfilter is no longer just a Snapchat filter, and #yoga is something more than the popular asanas and ashtangas we all know. The campaign film in House's latest edition also ceases to be an ordinary fashion music video – it is an ideologically interesting, creative alternative that surprises with an original script, a funny ending and an intriguing mysterious protagonist – the narrator. It has a strong insight and a clear message. Here too the hashtag appears as an illustration of our society's behaviour. The fantastic artistic and conceptual result of the film is owed to: the creative-directing duo Krzysztof Kosz and Kuba Bujas, and cinematographer Kacper Fertacz, known among other things for his work on the most interesting feature films of recent years, "Ostatnia rodzina" (The Last Family) and "Hardcore Disco".
The SS17 campaign is multidimensional and universal. Its strength also lies in moving from digital out into the offline world through collaboration with bloggers and a thematic initiative that genuinely accompanies young people in their everyday lives. The promotion of the SS17 campaign is accompanied by the House x Instax competition, whose faces and hosts are
Ciocia i Wujaszek Liestyle (Auntie and Uncle Liestyle). To take part in the competition, one must create a creative photo that is one's own interpretation of one of the twelve hashtags placed on the campaign photos. From among the submitted works, Ciocia i Wujaszek will select the twenty-five most talented, wittiest and most creative, who will receive Instax Mini 8 cameras, House shopping vouchers, take part in Instax photography workshops led by Ciocia i Wujaszek, learn with House's stylist how to build the perfect outfit for spring, and take part in an event and a meeting with stylists, bloggers and the most important figures from the world of fashion and pop culture.
House's latest offering is a fun and groundbreaking alternative to previous fashion productions of this kind in Poland. We have everything a good campaign needs here – from an interesting idea, through a strong message, artistic and polished execution, to a great complement in the form of a marketing initiative that reaches out to real people. And that is probably the best way to thank them for being themselves.
Agency: LAF Artist Management Photographer: Kuba Dąbrowski Creation and Direction: Krzysztof Kosz and Kuba Bujas Cinematographer: Kacper Fertacz Stylist: Robert Kiełb Models: Anya Bruver, Roelof Theunissen, Joy Hellinga, Michelle Oosthuizen, Jason Malan, Marco Da Silva Actor: Sean Collard
