Peter Dietrich (who’s repped in the U.S. by L.A.-based A Common Thread) directed this five-spot web campaign via European production house Wanda for electric apparel maker Lunative and agency Grey Berlin. The offbeat comedic spots show how the residents of Europe’s darkest town discover a path to enlightenment by wearing Lunative clothes. Stars of the spots are real-life citizens of Tromsø, Norway’s northern-most town, which experiences a “polar night” of no sunlight lasting three months each winter. Lunative hoodies, sweaters and jackets, which feature electroluminescent strips, make the prospect of facing that long, dark winter a bit brighter.
In this Best Work entry, the focus is on a heavy metal band, including one member whose hard musical edge has softened a bit thanks to Lunative. In fact, he even entertains wanting to perform an occasional ballad.
Although Tromsø has a population of more than 70,000 souls, Dietrich said that it feels isolated from civilization, something he sought to capture in his stark, artfully-composed imagery. It provides an ideal contrast to Lunative’s brightly hued, light up apparel. “If you need to survive a long dark winter, it makes sense to wear this kind of clothing,” he said. “We took that very sensible idea and gave it an ironic twist.”
Dietrich added, “Our intent was to prove that long, dark, Scandinavian winter nights feel shorter when you’re you are wearing glowing gear. Our approach was to blend suspense, mystery and humor. Visually, it is a mix of strong, cinematic images and a documentary style of shooting.”
