Mcel Mfw Fashion Week Design & Branding MOZAMBIQUE FASHION WEEK by DDB Maputo

Adsarchive » Design & Branding » Mcel Mfw Fashion Week » MOZAMBIQUE FASHION WEEK


Pin to Collection
Add a note
Industry Shows, Events & Festivals
Media Design & Branding
Market Mozambique
Agency DDB Maputo
Creative Director Lenilson Lima
Art Director Giuseppe Lira
Copywriter Moisés De Oliveira
Photographer João Costa Funcho
Illustrator Muzima Silvano
Released December 2010

Credits & Description

Category: Posters
Advertiser: MFW
Product/Service: FASHION EVENT
Date of First Appearance: Dec 6 2010
Creative Director: Lenilson Lima (DDB Mozambique)
Art Director: Giuseppe Lira (DDB Mozambique)
Copywriter: Moisés Oliveira (DDB Mozambique)
Illustrator: Muzima Silvano
Photographer: João Costa Funcho
Media placement: Posters (Batiks) - Fashion Show - Venues - 6 - 11 December 2010
Media placement: Posters (Nomal) - Shops/Restaurants/Bars/Discos - 22 November - 11 December 2010
Media placement: Flyers - Street Distribution - 1 December 2010
Media placement: Facebook - 5000 Invitations Per Day - 1 October - 11 December

Describe the brief from the client
The Mozambique Fashion Week is set to happen every year in December.
In 2010 we were challenged to create a campaign aiming to value local customs.

Describe the challenges and key objectives
The event had to show relevance in promoting the African culture, moreover, it had to embrace the whole Mozambican community and somehow cause an immediate identification, by recognising themselves within this campaign.

Describe how you arrived at the final design
Under the concept of “Inspired in Africa, Inspired by you” we have created situations which expressed individual’s everyday lifestyles and related it to the way it affects and inspires fashion trends in Africa. As a way to better illustrate those situations, we invited a street Mozambican artist to amaze us with his peculiar technique: the Batik.
The batik technique consists of a successive dyeing of the fabric, by protecting the areas already painted or the different colours with layers of melted paraffin. The artist managed to astonish the spectators in a very positive and original way, which generated a rich and satisfying effect.

Give some indication of how successful the outcome was in the market
The campaign gained a very good reputation and appreciation from the Mozambicans. This feat was positively commented on various social networks, and in many national and international fashion blogs.