ZLATAN'S INNER GOLD

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S H O W Y O U R I N N E R G O L D

A–Z Sportswear has a new campaign featuring Zlatan Ibrahimović to promote their boxer shorts. The concept was derived from the underwear’s inner gold waistband, which serves as a metaphor for every athlete's inner gold.

The creative team Jason Kinsella and Fredrik Melby, built the creative expression on a rap about gold symbols that are often associated with success, and set the rap music to the rhythm of Zlatan jumping rope. They collaborated with two-time Swedish Grammy winner Erik Lundin, one of Sweden's best known rappers to deliver the final music track. The film concludes with Zlatan himself telling us that there's only one gold that matters - your inner gold.

The film was directed Timothy Saccenti, who is best known for his unique blend of fashion, music,

and technological experimentation. London's Time Based Arts is behind the stunning array of special effects work.

The marketing team from A–Z, Jens Bonesmo and Caroline Nilsen – together with Kjetil Wold from Anti, worked

closely with Radical Media from concept to completion.

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