Fashion Days is the leading online shopping store in Romania, carrying the most proeminent premium and luxury fashion brands.
The communication challenge was to make Fashion Days stand out of a fairly overcrowded e-shop market. When developing the creative strategy, we decided to be the first fashion brand in Romania to not only talk about how important is to look good, but also to act proper. To look cool and act cool. To wear a great outfit but also have great social and civil responsibilty.
This educational component was very relevant to the Romanian target, since there is a local belief that richer people who dress good don't always act nicely. We started fighting that idea and, over the years, furthered the campaign with a bigger platform that allowed us to communicate social issues such as public littering, stray animal adoption, vaccination, foul parking and gender stereotyping.
The execution of the campaigns start with a classic fashion visual approach which allowed us to advertise fashion items and brands only to discover a surprise at the end.