Joma: Retro 367 the story of an advert

October 07, 2016Filed under Integrated and Fashion, Clothing, Footwear
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oma 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”.

Advertising Agency:Agudos y Crónicos, Spain
Creative Director:Ignacio Iñigo
Art Director:Jose Maria 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
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