MCM evokes punk energy for SS17

MCM has launched Punk Ethos, a punk-inspired Spring/Summer 17 collection that draws on the attitude of the era for its designs. Described as a  juxtaposition of luxe elements and an edgy rawness, the seasonal collection is all about saying ‘this is who I am, not who you want me to be’.

Taking cues from the playfulness of the punk era, the DIY aesthetic and cut-and-paste visuals, the SS17 video, shot by emerging photographer Mel Bles and styled by Celestine Cooney, is a fast-paced and dynamic short. Set to the iconic Connection by ‘90s rock act Elastica, the film encompasses all that we love about punk – youth, freedom, rebelliousness and creativity.

MCM's Punk Ethos campaign for SS17

Bold and forthright direction

Energy, vitality and colour are at the core of the visuals shot by Bles and Cooney and starring German model Lina Hoss and Erik van Gils.

The latest MCM campaign presents a sense of immediacy that feels truly contemporary, rather than nostalgic. Adding a digital ‘glitch’ to the imagery, the punchy campaign visuals take MCM in a bold and forthright direction – a call out to its audience of millennial global nomads who live life on their own terms.

The campaign imagery features a digital glitch

Holographic leather backpack

SS17 bags include the Milla Pearl Studs Tote, which presents a punk-inspired façade, crafted with rows of hand-applied faux pearls and spikes on a background of foil-coated, grained pink razor cowhide.

Meanwhile, a mix of heritage design and holographic leather defines the look of the Cyber Flash backpack. Made from black coated canvas, the bag contrasts MCM’s signature Visetos print against molded silicone appliqués for a graphic punch. For added versatility, the front pocket zips off to create a separate crossbody or clutch.

The SS17 collection features backpacks with a graphic punch

Dewar’s brings Chicken Bingo to Frankfurt Airport

Bacardi staged a radical interpretation of its John Dewar & Sons Fine Whisky Emporium at Frankfurt Airport in a campaign that ran throughout January. 

The spirits giant partnered with Gebr Heinemann to deliver an experience for millennial consumers that brought to life Dewar’s blended Scotch whisky.

The Dewar's vapourised sampling experience at Frankfurt Airport

Innovative marketing

Originally founded in 1846 by John Dewar, it was his dynamic sons – John Alexander Dewar and Tommy Dewar – who made the brand an international success, founded on their two different passions.

John’s passion for over-engineered quality ensured the early introduction of double-ageing, embedding the importance of provenance and aged stock. Meanwhile, Tommy developed the emotional thinking behind the brand, cultivating its original personality with innovative marketing and renowned brand idioms, or Dewarisms. Tommy’s other passion in life was his prize-winning chickens.

This compelling mix of original attitude and over-engineering for quality was brought to life at Frankfurt Airport in an attention-grabbing installation, located on the main concourse to attract maximum footfall.

Tommy Dewar’s creative influence was expressed through several key features. Firstly, a vapourised sampling experience transformed the premium aged single malts within the blend into liquid vapour, aiming to intrigue the visual and scent senses. 

Temporary tattoos

Tommy’s prize-winning chickens featured throughout the space, culminating in an invitation to play a high-energy game of Chicken Bingo. Bingo numbers, representing the range of age statements in the whisky portfolio, were distributed for a chance to win prizes celebrating favourite Dewarisms, such as “The only thing you’ll find in a hurry is trouble”.

In Tommy’s Tattoo Parlour, consumers relaxed in the retro-style barber’s chair while temporary Dewar’s tattoos were applied. Polaroid camera photos provided an instant souvenir of their new sleeve.

In addition, giant plasma screens located after passport control invited passengers to the main activation area where they were entertained and then encouraged to visit the in-store Heinemann Duty Free promotion. Here they could collect their bingo prize, sample whisky from an egg cup, or try the vapour sampling and have another go at Chicken Bingo.

Finally, shoppers were offered advice on the best bars to visit in Frankfurt to enjoy the Dewar’s portfolio.

Invigorating the whisky category

Mike Birch, Managing Director of Bacardi Global Travel Retail, said he was delighted with the Frankfurt campaign: “The investment we have made in this campaign at Frankfurt demonstrates our passion and commitment to invigorating the whisky category. Dewar’s has great ambition and a unique offering – it is well positioned to drive excitement and interest from new shoppers, especially those who may think of whisky as an older person’s drink. We want to disrupt and challenge that thinking and this innovative activation experience will stop people of all ages in their tracks to explore the wonderful, eccentric world of Dewar’s and challenge their perceptions of the whisky category.”

Rüdiger Stelkens, Purchasing Director Liquor, Tobacco, Confectionery & Fine Food at Gebr Heinemann, added: “At Heinemann our passion is to set the bar high with new creativity that people will only find in our stores. We demand a lot from our suppliers and we’re delighted at how Dewar’s is delivering really exciting theatre here at Frankfurt Airport in a way that is radically different to typical airport activity. We are very encouraged to see how it is driving footfall to our stores and bringing a new approach, and consumers, into the whisky category.”