Describing the new, and third, film from Han Kjøbenhavn as an interactive lookbook is perhaps setting the wrong scene, due to the fact that it is not interactive at all.
But framing the approach as a short film or a mood film is actually accurate. In a category unfortunately a bit conventional on the big brands’ advertising, it is a pleasure to see new upcoming brands go all the way and actually try something new.
<p><a href=”http://vimeo.com/44459441″>Han Kjøbenhavn Short film AW12</a> from <a href=”http://vimeo.com/hankjobenhavn”>Han Kjobenhavn</a> on <a href=”http://vimeo.com”>Vimeo</a>.</p>Behind this is a crew of danish creatives – both behind the mood film and behind the brand. Jannik Davidsen – ex-creative from Robert/Boisen and Tim Hancock launched the brand back in 2008, and Casper Balslev is director on this third movie from the brand. In a brand perspective it is interesting to remark the lack of tag lines and conceptual frames. The focus is on the look and feel, leaving the viewer with no help defining the brand, but with an emotional feel of wanting to be part of the universe.
Giving an interview about this to Bureaubiz.dk Jannik says that there will be planners talking about breaking conventions in the category. In this case, I will not. I will rather talking about re-mediation of existing conventions. The idea about the pure mood-orientated presentation of fashion is quite rare in fashion advertising, but is often the essential part of another touchpoint important in the industry – the fashion shows. So making a mood film as a lookbook is refreshing and new. But can be interpreted as taking conventions from other fashion touch points and integrating them into advertising. Which in my opinion is just as interesting as breaking conventions.
Or actually, I think it is more cool.
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