not just a taste of purity aquafina presents a lifestyle, an endless inspiration that passes on generations of fashion lovers.
in 2020,
after recovering from the first pandemic, aquafina quickly jumped back on schedule to present the avifw 2020 – future is now
in collaboration with mr cong tri – a worldwide famous fashion designer, we presented the story of 3 states of water through 3 fashionable patterns.
in the announcement video, we tell a story of how mr cong tri brings the patterns into life, blending perfectly with the runway and opening up more fashion inspiration (in the best street style event)
besides promoting on social channels, we invite our fashion lovers to be a part of the show
by predicting/answering/interacting with the content of each event night,
right in the livestream
in 2021,
we combine the introduction of our newly fashion star – aquafina soda with the fashion spirit
since aquafina soda is make to bring out the taste of flavors.
so are you.
we believe each of us are the base to flourish our elite fashion self, too.
after shouting out about aquafina soda, we leverage the significant bubble of soda to become a signature pattern
that would appear across all channels.
first, the announcement clip
the first half of the video tells a story about how aquafina has establish the lavish fashion shows and style
while the second half is dominated with the signature bubble pattern of aquafina soda
introducing the new elite, more sophisticated lifestyle that would be presented in the next fashion show
next, we invite our fashion elites to enjoy, to shine out, to paint on their personal canvas
with our signature pattern being leveraged for a more fashionable engagement.
an aquafina soda elite filter, why not?
being inspired from the original pattern, we create many more to our own filter collection.
also, we ask users to fully dress in white, to see the magic.
and we’re not asking everyone to dress in white
for no reason…
when each model catwalks, we will have a projector apply patterns onto their outfit.
The patterns are inspired by aquafina soda, of course.
by doing this, we not only glorify aquafina soda but we also glorify the fashion elite as they’re the canvas of their fashion expression.
that was pretty cool, right?
but we didn’t get a chance to execute them due to the second pandemic.
but that doesn’t mean we’d stop making some noise…
in 2022,
we introduce the green stride from not only the thematic film
but also on the international runway.
as a leading lifestyle brand (in beverage category), aquafina aspires to be more progressive, to bring out a solution for a greener day, everyday.
having less plastic bottles
is not enough.
aquafina decided to step into the fashion world
by bringing the recycled fabric on the runway.
like many other years, aquafina would collaborate with a famous and talented designer/celebrity to represent them on stage
this year is
mr. vo cong khanh
the mad man of vietnam fashion industry.
why vo cong khanh?
- he is bold.
- his fashion sense is all about breaking through the norm.
- he believes that even the most mundane object can have a beauty of its own.
just like aquafina‘s philosophy
“sewing style out of empty bottles”
(từ vỏ nhựa dệt nên phong cách)
so how can we introduce it vividly?
starting with the announcement clip
we were lucky enough to have a chance to work with vo cong khanh, so we have to come up with the most stylish plot ever (in comparison with other years).
apart from product and fashion runway scene, his story was about the one who sews style out of aquafina bottle – the designer of the runway.
his storyline begins when he observes aquafina bottle.
using clone treatment, we demonstrate the ever-going designing process by showing 3 of him constantly working with the bottle.
then he wave the recycled fabric to shut the camera, creating a dark scene transition to the runway, and also imply that he would open this year event.
and that’s a wrap.
but the green stride effect doesn’t come from aquafina only
since we’ve been talking about less plastic, recycling and sustainable fashion
we would very much like to invite everyone to join the positive movement via
the #age-tag challenge
fashion has its own life.
and the fact that our clothes are getting “older” is that we’ve been practicing a sustainable lifestyle.
mechanism:
consumers will take a picture of them, showing off the “age” of their outfits alongside with the newly born aquafina bottle.
by creating this photo challenge, we remind consumers of the new less plastic bottle, mindful fashion and establish the green stride in the easiest way possible.
avifw 2020:
copywriter: linh le, chau huynh
art director: chinh nguyen
avifw 2021:
creative director: tien bac
copywriter: linh le, chau huynh, linh nguyen
art director: phu nguyen
avifw 2022:
copywriter: anh trinh, chau huynh
art director: chinh nguyen
chau huynh 
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