Beavertown - The brief
When Beavertown came to the Fifth to launch their new fashion range in line with their campaign ‘Social Beings’, we realised that we were going to have to do things a bit differently. A campaign centred around genuine human connections; it was clear traditional fashion creators weren’t going to fit.
insight
Modern society often portrays a world where every aspect of life, especially fashion, is meticulously tailored for social media consumption, fostering an environment of anti-togetherness and disconnection from genuine experiences. We aimed to counter this trend by aligning Beavertown with creators who value embracing their authentic selves as social beings, not merely as personas on social media. This insight formed the foundation for the campaign's core message: "Social beings, not beings on social."
The solution - Social beings, not beings on social
In a world dominated by these curated and staged social media profiles, we sought to challenge the status quo with a thought-provoking campaign that celebrated authenticity rather than just a carefully crafted facade for the grid. Inviting genuine social beings to showcase the Beavertown clothing at one of the brand's Summer events, the campaign took a unique and refreshing approach. Rather than briefing the creators to capture carefully curated content, we gave them disposable cameras to capture their evenings and outfits in real time, ensuring that the content reflected genuine moments of togetherness, free from the constraints of an idealised photo. In order to drive brand awareness throughout our talent's content we took their raw, unstaged photos and edited them into scroll stopping reels. Using an authentic on-trend art direction and strong music to stand out against the clutter.