hajo
POLO & SPORTSWEAR and JOY OF LIFE | AW23
B2B Campaign Production, Creation of Order-Supporting Advertising Materials (Print and Digital), Creative Concept, Photo & Film Production, Art Buying, Casting, Media
CHALLENGE
The family-owned German company hajo has established itself in the fashion industry with quality and trend-conscious collections. They connect traditions, values, and continuity with the spirit of the time. With a new concept, the Autumn/Winter collections 2023/24, JOY OF LIFE (Women) and POLO & SPORTSWEAR (Men), are to be presented attractively and in line with the message of each model. This season, JOY OF LIFE represents elegant, feminine, self-confident designs and styles. In contrast, POLO & SPORTSWEAR embodies a self-assured calm and composure in turbulent times.
SOLUTION
A minimalist architecture with clear surfaces and lines: In a modern advertisement, the vibrant products from both collections are prominently featured. Exposed concrete, floor-to-ceiling windows, autumn and winter pass by outside; the living situation is cozy, thanks to the new hajo pieces. Less is more: The building’s simplified design allows the high quality, details, and materiality of JOY OF LIFE and POLO & SPORTSWEAR to fully blossom, creating attractive content for lookbooks, order materials, motion content and other promotional materials for print and digital platforms.
PERFORMANCE
The campaign strategy was a complete success, with rising order numbers exceeding expectations. hajo remains true to its commitment to quality and trend-conscious fashion and is taking new approaches to product presentation. The campaign managed to convince existing retailers as well as numerous first-time order customers, resulting in two successful Autumn/Winter collections for 2023/24 leaving the hajo factory.
