| Title | “It is not a bag. It is Le Pliage Re-Play.” |
| Brief | Inspired by Longchamp’s ongoing sustainable production initiative, the film is a reimagination of the upcycling process used in Longchamp ateliers. Cheerfully celebrating the innovative creation of the new Le Pliage Re-Play, two friends playfully unspool the ends of fabric rolls to craft their own dance partners, who conveniently hold the womens’ Longchamp bags. An interactive display of fashion and function, “Replay” is an ode to Longchamp’s rich history of authenticity and bold creativity. |
| Agency |
FRED & FARID Paris
|
| Campaign |
It is not a bag. It is Le Pliage®️
|
| Advertiser |
Longchamp
|
| Brand |
Longchamp
|
| Posted | November 2022 |
| Business Sector | Apparel, Fashion & Footwear
|
| Story | Longchamp’s Le Pliage bag has held its iconic status for decades due to its timeless style and luxury craftsmanship. But as the world shifts toward an eco-forward future, more shoppers are prioritizing sustainable production and visibility over blind purchasing. To appeal to these conscious consumers, Longchamp needed to capitalize on their luxury status while creating a bag that embraces this new customer desire. |
| Media Type |
Television & Cinema
|
| Chief Creative Officer |
Fred & Farid
|
| Managing Director |
Séverine Autret
|
| Creative Director |
Chelsea Steiger
|
| Copywriter |
Ciana Alessi
|
| Account Executive |
Charlotte Dacier
|
| Agency Producer |
Agnès Bouille
|
| Production Company |
Studio Sander Plug
|
| Director |
Sander Plug
|
| Photographer |
Sander Plug
|
| Production Company Producer |
Maarten le Roy
|
| Wardrobe / Stylist |
Thomas Vermeer
|