Karling for the Fashion Days in Sihlcity: Discover your Style
With over 30 specialty stores dedicated to fashion, Sihlcity offers a huge selection of styles. This is showcased during the annual Fashion Days. For two days, the mall transforms into a runway and a styling lounge.
The creatives at Karling have created a campaign for Fashion Days that celebrates Sihlcity's fashion diversity as well as the changeability of its people. Thus, the body of a model is literally used as a canvas to show the different styles that can be found in Sihlcity.
The highlight of the campaign is a wall in Sihlcity, where the different styles are projected onto a model by a projector: In this way, the clothes of the model, who is actually dressed in white, change every second. Furthermore, the idea with the projections appears on e-boards, posters as well as in advertisements. Last but not least, there is a radio spot that focuses on the Fashion Days styling lounge with a wink.
Responsible at Sihlcity: Jessica Graf and Corinne Wiederkehr. Responsible at Karling: Rolf Helfenstein, Verena Fetzer, Daniel Serrano, Patrick Suter, Carl
Winthereik. Photography and moving image: Florian Raz.
