CohnandJansen JWT signed the launch campaign for La Strada brand. The first pret-a-porter ice-cream dared young Romanian designers to transform the street in a catwalk. The premium ice-cream brand wanted to bring back the optimism on the street and this is how the 1st collaborative street fashion collection in Romania was created.
Starting from the fact that once the attitude changes, the street changes also, a powerful attitude that leads to a multiplication effect, this is how it appeared the idea of an event to bring back joy, color and happiness in fashion and in the street.
The collaborative street fashion collection La Strada was presented in University Square on Thursday, May 30th, and 8 young popular Romanian designers (Maria Marinescu, Madalina Dorobantu, Andra Andreescu, Andreea Tincu, Cristian Samfira, Corina Vladescu, Razvan Firea and Mirela Fraser) invited the public to discover 25 outfits presented on a catwalk unseen before, a 3D projection on a building.
The event was hosted by Andreea Raicu.
CohnandJansen JWT also handled design, packaging and whole brand image for La Strada.
Before working on the design, we wanted a packaging that people would feel ok in their hands, to be proud when they carry it on the street and to make themselves noticed. We saw that, on this market, everyone shows ingredients, splashes, combinations of colors…everything; and that because people cannot make a decision. The syndrome “I want all in the same place” happens for a lot of brands. If you look in an ice-cream fridge, you will see a very colorful world, full of symbols, but not all fromt he same movie, so the brand identity tends to dissipate. And we didn’t wanted to fall in this sea of mixed ingredients and things, we wanted a stronger statement
Senior Strategic Planner CohnandJansen JWT.
CohnandJansen JWT team working on the campaign included Evelin Bundur – Art Director, Sebastian Romano & Dragos Ioja – Copywriters, Andrei Cohn – Creative Director, Raluca Iacob – Senior Strategic Planner, Mihai Gheorghe – DTP, Cristian Dobre – Production, Ilinca Dumitrescu – AV Production, Miriam Ivanescu – Account Director, Roxana Oana – Account Manager, Alice Mihalache – Account Executive.
Eventures handled the launch event.