Meet the Mavi’s in new social media campaign
Imagine if your jeans could talk? They’d probably have more dirt on you than you could ever get on them. Well look out because now they can.
Mavi, having already established their denim range using punters’ names, have now taken things a step further and personified several of their most popular cuts through a new campaign, Meet the Mavi’s.
Created by Bondi Advertising, Sydney, this celebration of social networking introduces Daniel, Serena, Marcus and Anna Mavi via an extensive outdoor and transit campaign leading to meetthemavis.com.
Says Steven Thomson, creative director, Bondi Advertising: “The objective here was to revitalize the brand while showcasing their diverse product range. With most local fashion advertising being very generic or having no idea at all, we aimed to create a property that was ownable by the brand and like their target market, immersed in the Social Networking world.”
Agency: Bondi Advertising, Sydney
Creative Team: Steven Thomson and Jonas Allen
Photography: Chris Searl
Music: Simon Lewicki aka GT
Editing: Ketchup
34 Comments
ooh i love it. freshest thing i’ve seen in ages!
steve’s mum is right, nice work fellas!
Great how this really taps into the whole online social marketing phenomenon. A fresh approach to fashion advertising!
so proud, they grow up so fast
Jeans, social networking, a perfect fit. I keep my iPhone in my pocket, and whenever I’m on Facebook I’m always wearing a pair of jeans.
Except when I’m on Chatroulette.
Then I’m naked from the waist down.
Nice work lads… A little different and should be very effective.
Keep it up
Yeah, yeah… young, dumb and full o’ fun. Should work its perky tits off.
Fresh…looks just like every other jean brand.
sorry.
Oh and the pics look fake.
ssssttTTTTTTTEEEEVVVViiiiieeee tttHHHHOOOOOMMMMsssssooonnnn – nice work mate
Normally ‘fresh’ is something you haven’t seen before.
Obviously social media is different.
Talking jeans? There’s only ONE sound that comes out of a pair of jeans and I think I’ve just heard it.
Looks exactly like the Steve Meisel editorial for Vogue Italia – though, that was at least interesting…
Nice jeans but this is sooooo lame. ‘create a property that was ownable by the brand” please! Who else would want this crap?
This works. I like it.
Doesn’t anybody else see that this is just a rip off of a heavily blogged about Vogue Italia editorial?
hmmm, dont subscribe to vogue italia, but dont you see there is a bigger idea here than simply a layout? or maybe you actually do that mindless australain fashion advertising?
well spotted! both the fashion victim and the ideas guy above are correct, the layout in this particular version of our campaign isn’t original. in fact that is the idea! it references the ‘twitpic’ profile page which of course most 17yr olds hopefully pick up on…
however, these are simply one tiny part of the overall campaign. the idea here is about bringing the products to life in this social network world and we execute this in many ways using many more social network layouts.
ha! Right on Steve. And if you’ve ever been to an AWARD night you’ll definitely know most people on this blog don’t subscribe to Vogue Italia either…
Or the Caxtons. There its more like subscribers to Vogue Albania.
What is this vogue italia? A magazine? A campaign? Normally when someone thinks something’s done before you know wtf they are talking about.
I think this is exactly like that Peruvian goat brush movie. Go find it. Exactly the same.
This is a jeans ad and it’s got a reason to exist in social media. I wish I could do the same for this %*#$ deodorant brief.
tight work guys, can’t wait to see more from Bondi Advertising!
Oh I get it guys – It’s a site that you can click on profiles of people wearing Mavi Jeans, that directs you to their own page where you can follow them and their 7 followers on twitter.
Cool.
17 year olds interested in fashion, subscribed to fashion blogs, tweeting on Twitter and the target market for Mavi jeans will have seen Steven Meisel’s editorial he shot for Vogue Italia.
American Apparel photgraphy meets Ksubi lifestyle met Jeans West product and didn’t like him. Struggles.
im a buyer, i wouldn’t mind getting into anna’s jeans
Crap Denim… much prefer brands Diesel, Nudi and even G-star. Campaign doesn’t do anything for me but that’s because I don’t believe in the brand Mavi. I’m sure the 17 people who wear Mavi will go nuts in store so well done.
Great work. Now give me back my Eames chair.
Creatives brief to the photographer:
We couldn’t get Terry Richardson so you’re it big man!
So Serena is not her real name?
I get it.. it’s so now guys. So now. Heroin is so passe.
Terrible design and bad typography.
OOps ad people don’t care about how it looks. It’s all about the idea.
The idea while being very academic and intellectual somehow intelligently taps into the mind of a Gen Y teenager? The irony!
My motto: Anyone who writes on this blog is not your target audience, but you would like them to stroke your limp member every so often.
Massive Fail here. I give it one stroke and a plum pull.
Charlie M
hey charlie m, maybe get your hand off your plumbs (which you seem to be so obsessed with) while typing and perhaps then some of your bitter ramblings may actually make some sense. also post some of YOUR work while your at it as unless youre the legendary chuck mcbride, i can’t recall hearing of you….
Usually I only view these comments from the sideline but this Charlie character sums up everything that’s wrong with the local industry. Some jumped up little nobody with plenty to say yet nothing to offer. Whether you like it or not these guys are having a crack and getting a tan at same time while you’re online talking about your genetaila. Muppet!
Good concept. I wanna meet those jeans.
But how long will people want to actually engage with a pair of jeans for, even if they are really really good looking??
And what will they talk about on Facebook? And what do I say to a pair of jeans?
What are they going to be talking about in, say, 6 months…. Still the same jeans??
Or will it all disappear in a couple of months?
Steven??
thats a good question albeit anonymous? the campaign meet the mavis, is as the title suggests an introduction to these various characters. setting them up for what will be a long and hopefully interesting journey with their audience.
on facebook they will talk about current social events, fashions and goings on amongst with their particular demographic, plus offering discounts on mavi product, concert tickets etc.
had a few hicups launching the onsite advertising, what with the client holding back a couple of weeks, hesitant to launch a winter range in this unseasonably warm weather. biy all should be up and active in the very near future
cheers
st
Glad you are all enjoying it! Make sure to let me know if any of you have any links for maternity sewing tutorials to add on, I would like to keep it updated 🙂
love the work guys. look forward to your new additions…