Fred & Farid LA, Studio Sander Plug Team On Playful Spot Promoting Le Pliage Re-Play Bags
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Robert Goldrich1597 views
Fred & Farid Los Angeles again teamed with Studio Sander Plug and its founder--film director, photographer, visual artist and designer Sander Plug--to bring this new chapter of Longchamp’s “It is not a bag. It is Le Pliage®” campaign to life.
Set to the same upbeat track as the launch campaign directed by Plug, this “Replay” film shows two cheerful women as they unspool the ends of fabric rolls to craft Le Pliage Re-Play--a new, upcycled bag made with remaining fabric from Longchamp ateliers. Going one step further to repurpose the rolls themselves, the duo creates marionette-style figures that hold their new bags and dance around with them, twirling gracefully as the group showcases the new creations.
The playful affair shown in “Replay”--one of two spots in the campaign--is a bright illustration of Longchamp’s upcycling process and “Le Pliage Green,” the brand’s long term commitment to using responsible materials. Crafted using the remaining recycled nylon and other excess materials from original Le Pliage bags, Le Pliage Re-Play bags are only available in limited quantities — making this sustainable treat even sweeter.
Client Longchamp Sophie Delafontaine, creative director; Marie-Laure Dubuisson, chief marketing officer; Margaux Marshall Albaladejo, image production director; Marie Coumes, visual production project manager. Agency Fred & Farid Los Angeles Fred & Farid, chief creative officers; Severine Autret, managing director; Chelsea Steiger, creative director; Ciana Alessi, writer; Agnes Bouille, producer. Production Company Studio Sander Plug Sander Plug, director & photographer; Maarten Le Roy, producer; Thomas Vermeer, stylist.