Responsible clubbing

Agency Network: 
Published/Aired: 
December 2013
Industrial Strange:  Responsible clubbing
Industrial Strange Print Ad -  Responsible clubbing

Description

Print advertisement created by O\M\A, Austria for Industrial Strange, within the category: Fashion.

Caption

You can't overdose on music. Real clubbers don't need other drugs.
IndustrialStrange for a responsible clubbing.

Advertising Agency: O\M\A, Innsbruck, Austria
Photographer: Andrea Camandona / TheKitchenProductions
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Highest Rated

Dzsoi's picture

I agree. It connects music and drugs and has nothing to do with clothes.
Unless this brand has become a symbol of non-drug-partying this is not so good.

Dzsoi
Activity Score 8563
Copywriter
bardhanjoy's picture

A good message, I personally like it.
But how it is connected with the brand? There is an indirect connection which I sense. If that's the idea, it's not working; ad-wise.

bardhanjoy
Activity Score 176
Graphic Designer at Matra|3D Visualizer |

Joydeep Bardhan

TSC's picture

It's a clubwear brand > www.industrialstrange.com

TSC
Activity Score 23
Other
NY Belfry's picture

Still, the first I saw this ad, I thought about music associated for a club or a DJ service. Nowhere I thought clothes until I saw the tagline. While the concept is witty, it sends the wrong message.

NY Belfry
Activity Score 1027
Other at City College of Technology
Dzsoi's picture

I agree. It connects music and drugs and has nothing to do with clothes.
Unless this brand has become a symbol of non-drug-partying this is not so good.

Dzsoi
Activity Score 8563
Copywriter
GrumpyArtDirector's picture

I get the idea, but the visual metaphor is sending the opposite message: music IS a hard drug.

Anyway, not very relevant to the brand and the soundwave gimmick is starting to get a bit old.

GrumpyArtDirector
Activity Score 832
Art Director
TSC's picture

I see this message:
Music is the only drug you need to dance. = real clubbers don't need other drugs. = no drug message.
It seems very clear, maybe too much.

It seem also very clear that this ad is a corporate social responsibility campaign, ( also looking at the other subjects http://adsoftheworld.com/media/print/industrial_strange_clubwear_meth http://adsoftheworld.com/media/print/industrial_strange_clothing_pro_c... )
and the role of a CSR campaign is not to be relevant for selling stuff but to give a role to the brand and to brace the positioning.

Maybe, it's true that you have to know the brand to understand it.
If you know the brand and the positioning, everything become more clear.

There's nothing strange if a clubwear brand talks about good values in the clubbing scene
as such as a sportwear brand talks about good values in the sports competitions.

TSC
Activity Score 23
Other
The Client's Wife's picture

I agree. I like the idea and execution, but I don't think it's relevant to the product, which is clothing. If it were targeted towards something pertaining to music, it would be perfect.

The Client's Wife
Activity Score 125
Art Director
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