Retro 367 the story of an advert

Agency Network: 
September 2016
Joma: Retro 367 the story of an advert
Joma Integrated Ad - Retro 367 the story of an advert


Joma is turning 50 and in order to celebrate, they're relaunching the original 367 design from the 80s. The 367 is one of Joma’s most iconic designs from the 1980s. 35 years later, they’ve decided to create the same trainers that were seen for the first time at the Footwear Fair of Berlin in 1981. In order to introduce the “new” 367, the brand has come up with a very 80s-esque campaign. Everything is from that decade, from the printing to the photography, down to the creative advertising professionals involved. The process was captured in a ten-minute documentary titled “The Story of an Ad”. The premiere of this documentary and the official presentation of this model in Spain took place on 29 October in a place that hasn’t closed its doors since that time and that still preserves all of its essence from that era, La Vía Láctea: the iconic nightclub from the “Movida Madrileña” (Madrid Scene). It hasn’t been easy, but Joma has managed it: they’ve made an ad as 80s as the 367. And there is nothing that sums up this campaign better than the print work itself: “We’ve worked hard to change as little as possible”.

Integrated advertisement created by Agudos y Crónicos, Spain for Joma, within the categories: Fashion, Sports.

Advertising Agency: Agudos y Crónicos, Spain
Creative Director: Ignacio Iñigo
Art Director: José María Maeso
Graphic Producer: Paco Moro
Photograph: Alejandro Cabrera
Creatives: Manuel Gómez, Federico Botella, Nacho Montoya
Agency Producer: Irene Choclán
Production Company: Mint Media
Postproduction: Mint Media
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Highest Rated

bobafett's picture

Perfect work guys.

Activity Score 2322
Chief Creative Officer
kleenex's picture

Not a bad looking ad.

Activity Score 58742
Web Designer/Developer
seugonzalez's picture

Lovely ideia. It's so cool to see the 80's creative process. It's an amazing work guys! :)

Activity Score 53
Creative Director at Avanz Comunicação Digital
bobafett's picture

Perfect work guys.

Activity Score 2322
Chief Creative Officer
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