Last year Woolworths’ digital communications agency, Trigger Isobar, took on their first big campaign for the RE: brand. Woolworths RE: had been perceived in the market as being a slightly out of fashion, older and conservative style. The challenge from Woolworths was to position the brand as a young, vibrant and rebellious brand with clothing perfect for the youth market.
Trigger Isobar took on the challenge with a series of rockumentaries. They shot intimate interviews and live performance videos of Cortina Whiplash, The Plastics, Ree-Burth and Voodoo Child and Woolworths went on to feature familiar faces like Spoek Mathambo, Chiano Sky and Markie De Menezes in their TV campaign.
The RE Jeans: presents In Conversation campaign is an extension of Woolworths’ ongoing collaboration with local musos. Where the previous campaign was all about rock ‘n roll energy, the new campaign is about taking it back to basics featuring local favourites Ashtray Electric, Gazelle and Van Coke Kartel. In three intimate sessions, the guys behind the music share their stories and give the audience a chance to hear the music as it is – raw and real.
Each band performed a live track as well as an acoustic or rearranged version of their work. The material was produced exclusively for Woolworths and Ashtray Electric’s acoustic video will be an online debut for their song “One”.
10and5 has a first look at Gazelle like you’ve never heard them before with a stripped down and largely instrumental version of their song ‘Try’ (above).
Look out for acoustic installments from Ashtray Electric and Van Coke Kartel online next week. The content goes live on the WoolworthSA YouTube channel.
Marco Russolillo: Creative Director
Anine de Wet: Account and Project Management
Blaize Windscheffel: Designer
Pierre Coetzee – Producer
Adriaan Louw – Cinematographer / Editor
Teejay Terblanche – Sound Engineer / Live Recording
Stewart Innes – 2nd Camera
Hennie Louw – Camera & Sound Assistant
Campaign teaser video:
In Conversation with Ashtray Electric:
In Conversation with Van Coke Kartel:
In Conversation with Gazelle: