Retro 367 the story of an advert by Agudos&Crónicos Madrid, Tandem Campmany Guasch DDB Spain for Joma Sport

Adsarchive » Print ads » Joma Sport » Retro 367 the story of an advert

Retro 367 the story of an advert

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Spain
Agency Agudos&Crónicos Madrid
Creative Director Ignacio Íñigo
Art Director Jose Maria Maeso
Agency Tandem Campmany Guasch DDB Spain
Creative Director Ignacio Íñigo
Art Director Jose Maria Maeso
Released October 2016

Credits & Description

Category: Sports
Category: Fashion
Brand: Joma
Agency: Agudos y Crónicos
Advertising Agency: Agudos y Crónicos, Spain
Creative Director: Ignacio Iñigo
Art Director: José María Maeso
Graphic Producer: Paco Moro
Photograph: Alejandro Cabrera
Creatives: Manuel Gómez, Federico Botella, Nacho Montoya
Agency Producer: Irene Choclán
Production Company: Mint Media
Postproduction: Mint Media
Additional Info: Integrated
Geo: Spain
Published: September 2016
Description: Joma is turning 50 and in order to celebrate, they're relaunching the original 367 design from the 80s. The 367 is one of Joma’s most iconic designs from the 1980s. 35 years later, they’ve decided to create the same trainers that were seen for the first time at the Footwear Fair of Berlin in 1981. In order to introduce the “new” 367, the brand has come up with a very 80s-esque campaign. Everything is from that decade, from the printing to the photography, down to the creative advertising professionals involved. The process was captured in a ten-minute documentary titled “The Story of an Ad”. The premiere of this documentary and the official presentation of this model in Spain took place on 29 October in a place that hasn’t closed its doors since that time and that still preserves all of its essence from that era, La Vía Láctea: the iconic nightclub from the “Movida Madrileña” (Madrid Scene). It hasn’t been easy, but Joma has managed it: they’ve made an ad as 80s as the 367. And there is nothing that sums up this campaign better than the print work itself: “We’ve worked hard to change as little as possible”.