The latest film from the Swedish retail clothing giant opens with abstract blue textures and a voiceover hinting that we breath and are surrounded by ‘blue.’ It later becomes apparent that the moving textures are of a denim jacket being worn by a girl. As it zooms out to display the all-denim wearing girl, it displays the tagline ‘Go green, wear blue,’ before showing the message ‘less water, less energy, less processed. Conscious denim’ and the brand logo.
Why we Like?
It takes about 9,982 litresof water to manufacture your pair of denim pants, from crop cultivation to delivery, and then you spend many thousands of litreswashing them for years. The river and other parts of the denim capital of the world, Xintang, are so polluted, they’ve posed grave dangers to locals. Meanwhile, our own ShekharKapur seems to be so done in by today’s water realities, it’s taken him years to shape Paani, his film on the issue.
But if I were to tell you this in a multimedia presentation or through a pamphlet or a one-on-one chat, chances are that you might be impacted but only until the next Shoppers Stop sale. That’s when this commercial comes in.
H&M, the Swedish clothing giant has launched this film a week prior to the launch of its ‘Concious Denim’ collection, which apparently comes from a process that limits energy and water use. It’s not the first for a denim brand, competitor and market dominator Levis caught the boat early in 2010, creating a huge PR campaign, the ripples of which are still evident.
It’s not the last time either. The awareness spread by Greenpeace and other organisationsabout the true cost of denims to the environment has meant a likewise shrinking of the target audience, although not anywhere close to threatening levels. The ‘green route’ works in yet another way – that most denim brands need a ‘cause’ to attach themselves with, as selling a rugged blue piece of cloth isn’t easy, especially when many customers use if for years.
Finally, the film! It’s been shot wonderfully by Stockholm-based Gustav Johannson, the talent behind many intricately textured films for Dove, Nike and Chrysler. He’s the only hero here, because of whom the ‘blue surrounds us’ idea stands, before giving us a simple, powerful line – Go green, wear blue.
Our denim ads,with their mostly rebellious causes,might take a while to go green or for that matter, produce such a stunning film.
PS: A better way to go green is never buy jeans at all, like I do.
To watch this film on your desktop, type in ‘vimeo.com/106383976’
Your regular dose on the shifts in the social media universe
#BendGate swerving to hilarities
What happens when an iPhone launch is followed by multiple reports of the product malfunctioning, particularly the body ‘bending’ when pressed hard inside a pocket? Apart from being a PR crisis, it snowballs into a social media disaster. This happened last week and is still going on, and thanks to everyone who loves to hate Apple, it shall soon become a case study in some management diploma. The storm started when one ‘Unbox Therapy’ channel on YouTube demonstrated how easy it was to bend the iPhone6 Plus, as a response to scattered complaints. In reality, Tim Cook’s company is already selling hundreds of phones per hour and the complaints might eventually boil down to a relatively small batch of iPhones. But for competitors and idlers on the internet, this is another chance to behte-paani-mein-haath-dhona.
Galaxy Note like this
When Federer asked Indians for Photoshopped pics
The Indian Premier Tennis League is bursting on the sports scene this December and fans are already high on news such as Roger Federer playing on desi turf, that too leading our team, Indian Aces. But it so happens that as the Swiss sir is only visiting for two days, he asks his followers for a favour – to #PhotoshopRF. What follows is expectedly hilarious, as our idle dozens get to the job, cutting out Roger from winning and losing moments on court to cliché and hilarious ‘India postcards.’ While ‘Roger at a Holi celebration’ and him ‘taking a topless dip in a river’ might have gone down well with himself, there were many other ‘er, what?’ moments: Roger riding an auto, an elephant, a camel, Roger having pani-puri at Chandni Chowk, Roger as a snake-charmer and monkey performer, as also him on a loud Bollywood poster. We hope this trend doesn't catch on, for the national productivity might nosedive if say a Salman or Dhoni asks for it.
Rafael Nadallikes this
Coolest Twitter buddies ever
And in the final snippet of what would prove to be an all-happy column, we’d like to report of a budding friendship between two verified, much followed Twitter accounts. Just after ISRO’s Mars Orbiter successfully entered the red planet’s orbit, its official Twitter account @MarsOrbiter took shape and let out probably the most heartening tweets –about having sunshine for breakfast, about the ‘view’ being great up there and even witty puns such as ‘no pressure.’ But the most eye-catching were its tweets greeting @MarsCuriosity, NASA’s rover which is on Mars, saying ‘I’ll be around.’ These two are surely going to have some fun banter over the coming few months so a strong ‘#followfriday’ recommendationgoes out from me. Also, sit and think about it – two satellites talking to one another, albeit human-controlled – isn’t it simply fascinating?