14: CRAFT (01 Outstanding Art Direction (print))

Equal Colors - Alma Vetlenyi Fashion - Alma Vetlenyi Fashion JPG
Equal Colors - Alma Vetlenyi Fashion - Alma Vetlenyi Fashion JPEG

Equal Colors - Alma Vetlenyi Fashion
Alma Vetlenyi Fashion

Equal Colors - Alma Vetlenyi Fashion - Alma Vetlenyi Fashion


Title of Entry: Equal Colors
Brand: Alma Vetlenyi Fashion
Product/Service: Alma Vetlenyi Fashion
Client: Alma Vetlenyi Fashion
Entrant Company: White Rabbit Budapest
Creative Agency: White Rabbit Budapest
Craft Leader(s): Istvan Bracsok, Levente Kovacs, Luis Paulo Gatti, Andre Luis Felix
Creative Director: Luis Paulo Gatti, Andre Luis Felix
Art Director: Rodrigo Nakaza, Luis Paulo Gatti, Marcos Mendes Tanaka, Istvan Bracsok
Copywriter: Verônica Lopes, Júnior Carvalho, Mateus Souza, Luis Paulo Gatti, Andre Nunes Bueno, Levente Kovacs
Chief Creative Officer: Istvan Bracsok, Levente Kovacs
Account Executive: Borbala Tumo
Account Manager: Lilla Katona
Date of Release: 2019-03-21
Alma Vetlenyi is a Hungarian fashion brand that creates clothes for young urban professionals on a global scale. The brand's collections have always been designed concerning serious agendas like sustainability of fashion, the ecological aspects of production and consumption and other acute social issues.

On the International Day for Elimination of Racial Discrimination, 21 March, we created a campaign for Vetlenyi's new collection, introducing the idea of racism and racial discrimination. Since colours, their relation and harmony have always been a central idea of the brand's design philosophy, with the launch of Alma Vetlenyi's new collection we called attention to combat all forms of racial discrimination.

We recreated three iconic photos (Montgomery bus boycott, 1955; University of Alabama, 1963; Olympic Games, 1968) capturing important events/moments in the history of fight against racism. But the characters themselves are pictured in an all-equal way – taking away the racist aspect of the original situation, and focusing on the colour distinctions of the clothes only.
Other Credits: Client Service Director: Levente Balint
Other Credits: Account Director: Beata Stumpf
Other Credits: Production Company: FUZE Image Maker
Other Credits: Retouch: Moreira Studio