World of Leather and Fur

Information / Credits

Video Winter Collection 2009/10 hypermarket chain "World of Leather and Fur" with the participation Lera Kudryavtseva banned from the airwaves on several federal TV channels, considering it too provocative. According to the television, advertising was too sexy shade, do not fit into the framework of censorship. Spot is a video sequence, where the metaphor of a bright winter cold is reflected in the confident movement and struggle with snow blocks heroes video. In their chapter Lera Kudryavtseva - the new face of the brand, which is the best passes all the softness, the ease and attractiveness of the most desired gift for a woman Shuba. "The main challenge we set ourselves in creating this video - comments Ermolaeva Ludmila, director of marketing and advertising company" World of Leather and Fur "- was to show how the beauty, ease and softness of fur coats can emphasize grace and elegance of the female image. After all, fur emphasizes the dignity of all women and makes it even more beautiful, beloved and cherished. Result of the conflict was the decision to remove the candid shots from the original version, thus reducing the video. Full version of advertisements would be available only online and at the Company's "world of leather and fur. The first movie of the autumn collection has appeared on TV channels in September. Central concept was chosen as the idea of "the rhythm of two seasons - the new fashion trends autumn / winter collection in the cycle of modern life. In conjunction, two new video shows different segments of the range of MCM: the first illustrates the new trends in outerwear for fall, the second focuses on new models of coats for the winter season. The new advertising campaign fully reflects the core values of the brand MCM: choice, quality, price, service. World in which even the most demanding customer can find something of themselves.