‘THE FURLA SOCIETY’ EXTENDS INTO SPRING SUMMER 2018
New campaign extends the democratic nature of Furla’s popular brand platform
Building upon the Holiday 2017 campaign of ‘The Furla Society,’ the new activity gives further dimension to the new season’s collection by reinterpreting the bags as charismatic and unique characters.
The campaign, which is fully digitally-led, renews the signature wit and humor of the Holiday activity. Dynamic film is the core focus for the campaign, and will be seeded over social media and selected worldwide media. Content will be shoppable through digital channels and social media, directing to the Furla e-commerce store.
This season, each bag is reinterpreted as a unique character, with a total of six films and six stills created. A witty, engaging, and chic voiceover describes each character and their mannerisms, before the final reveal of the bag that captures the human personality. Two men’s bags are included in the campaign. The bags, differing in shape and colour, all display distinct characteristics designed to appeal to audience segments and their own unique personalities.
The campaign was shot in London in October 2017. Andrew Rothschild created the film content, with styling by Beth Fenton. Still images were captured by Stas May, whilst creative direction was provided by Wednesday London.
Social media, in particular Instagram and WeChat, will be the focus of the channel strategy, but Facebook, the Furla website, and digital media will also be included. Furla will continue to develop a Chinese market localisation strategy to support its large Chinese fan base. All assets and activations will also be supported by visual merchandise in-store, special events, and CRM activity.
‘The Furla Society’ highlights the nature of modern women, who are highly individual in their own right, but remain drawn to being surrounded with other like-minded and intentioned peers. The tone is consistently celebratory, aspirational, sophisticated, and empowering.
“Furla is one of the fastest growing brands on Instagram and this campaign extends Furla’s business strategy goal of affirming its position as the primary Italian accessories brand with a global direction. It also confirms the brand’s desire to more deeply engage, entertain, and dialogue with customers in a fun and unique tonality,” said Alberto Camerlengo, Furla’s CEO.
In the Philippines, Furla is exclusively distributed by Stores Specialists, Inc., and is located at Central Square in Bonifacio High Street Central, Greenbelt 5, Newport Mall, Rustan’s Makati, and Shangri-La Plaza. Follow @ssilifeph on Instagram for more information.
