The secret behind Loewe Oro Collection Campaign

One of the pleasures of being an Advertising & Public Relations student is that you often may run into a professional teacher to warn you about the DOs and DON'Ts in this industry. An example of this is the last conversation I had with one of my teachers when I asked him about the last everyone's-talking-about campaign Luis Venegas made for Loewe. 

The campaign shows a bunch of Spanish young pseudo-celebs chatting and theorizing about life. It has been criticized by the media and the conservative creatives who labelled the spot as snob or classist but, on the other hand, praised and admired by others. 

What has been the marketing strategy behind the campaign?

Taken into account that most people branded Loewe as old-fashioned, long-standing and gotten-old-brand and having handled hard situations such as when the Spanish designer David Delfín declared the brand was thought to have been perfectly made for old ladies, Loewe's ambition has been to change everyone's heart. As a result of this, the idea Luis Venegas had in mind was transgression and this spot everybody's talking about purely and simply came out from this demand for innovation and improvement. 


Like it or not, we have been witness of this before. McDonald's greenpeace attitude is not casual and so aren't all the previous polemic campaigns that succeeded in changing people's minds about their corporative image or personalities.

Believe when I say the effect will be noticeable soon. Be patient.

XO, ♡