Furla, the Italian leather accessories brand founded in 1927, just launched its new Spring Summer 2018 advertising campaign. A campaign that makes us allready dream of next summer!
Building upon the holiday 2017 campaign of ‘The Furla Society’, the new activity gives further dimension to the new season’s collection reinterpreting the bags as charismatic and unique characters. ‘The Furla Society’ highlights the nature of modern woman, who are highly individual in their own right, but remain drawn to being surrounded with other like-minded and intentioned peers. The tone is consistently celebratory, aspirational, sophisticated and empowering.
This season each bag is reinterpreted as a unique character, with a total of six films and six stills created. A witty, engaging and chic voiceover describes each character and their mannerisms, before the final reveal of the bag that captures the human personality. Two men’s bags are included in the campaign. The bags, different in shape and colour, all display distinct characteristics designed to appeal to audience segments and their own unique personalities.
Andrew Rothschild created the film content, with styling by Beth Fenton. Still images were captured by Stas May, whilst creative direction was provided by Wednesday London.
Furla is one of the fastest growing brands on Instagram and this campaign extends Furla’s business strategy goal of affirming its position as the primary Italian accessories brand with a global direction. ”It also confirms the brand’s desire to more deeply engage, entertain and dialogue with customers in a fun and unique tonality.’ Alberto Camerlengo, Furla’s CEO, explains.