PEOPLE, a youth fashion brand from India, was looking to announce their spring-summer collection. Known for their trendy, fast-changing merchandize, the brand needed a campaign that a young Indian audience would relate to.
In order to appeal to PEOPLE’s audience, Bangalore-based agency Happy conceptualized #StartTrending – a campaign inspired by the one thing common to youth all over the world – social media.
The campaign explores the close relationship between fashion and social networking, urging the youth to trend online as well as offline. #StartTrending borrows key elements from social platforms to bring alive the online lifestyle of today’s digitally savvy youth.
To take the idea of #StartTrending further, Happy worked with Rocketscience Lab to produce a fun stop-motion film that captures a day in the life of every youngster.
Chief Executive Officer: Kartik Iyer
Chief Creative Officer: Praveen Das
Chief Operating Officer: Siddhartha Roy
Creative Director: Naren Kaushik
Art Director: Vijay Kanagamathinathan
Copywriter: Megha Ramesh
Strategy: Ravi Bhat
Account Director: Venkat Raman
Account Manager: Leena Pirgal
Production House: Rocketscience Lab
Directors: Vidya Sharma & Rajesh Thomas
Stop-Motion Photographer: Sarvesh Dami
Music: Nitin Dubey