Were you in Zamalek last night at around 9pm kinda confused as to what was going on around the Om Kalthum area, well here is the Scoop from the boy’s at ‘Else’ and their ‘Unconventional’ take on the latest campaign for one of the most renowned jeans brands in the world.
Tell us about the video that was being projected, the inspiration and what it was for?
The video is a lookbook for Levi’s Egypt’s Spring/Summer 2012 collection. We pitched them the idea of shooting the lookbook on video rather than a more common photoshoot because we felt it was important to show the clothes in motion and shot naturally instead of prepping every outfit for a perfectly staged safe and still photo.
Also, since Levi’s haven’t really done any marketing locally, we wanted to come up with a concept and visual motif that could represent the brand in a way that would serve as the perfect introduction to people not too familiar with them. We ultimately pitched a band of outsiders joyriding and trespassing around Cairo as our narrative to match the Levi’s “Go Forth” mantra and the idea of neglected beauty and urban decay as our setting as an understated nod to Levi’s’ status as a heritage brand.
Theidea of first projecting in front of two high-foot traffic locations in the city also stems from the fact that Levi’s doesn’t really have much of a presence locally yet so we wanted to literally come out with something huge to get some kind of buzz going before launching it online the week after the elections.
If you didn’t catch it last night there will be one last viewing tonight 9pm at Downtown Mall, Tagamo3 5. Where the wall under Peking will act as a huge screen, countdown will start an hour and a half prior so get in your cars peeps this is definitely worth the drive.
WE SAID THIS: Now That’s How You Get Someone’s Attention