“You have to dare. But above all, don’t give up”.
It is the message with double reading that Adolfo Dominguez launches in its new advertising campaign. With that phrase he alludes to the strength of the Galician landscape and the bravery of the ocean. Atlantic that characterize the land from which the fashion brand comes; and at the same time evokes the firm’s attitude in a very competitive market.
Both things are communicated in “Atlantic Spirit”, the new communication initiative by Adolfo Domínguez, created by the company’s internal team. It stars the model Laura Pontewho first collaborated with the brand in the 90s.
Ponte shows off Adolfo Domínguez’s clothing and accessories in black and white creativity with an intimate atmosphere, aligned with the aesthetic proposal that characterizes the fashion brand’s communication. On it the mark vindicates its roots and Atlantic character which he claims to possess.
“Being from a place matters. It defines how we are. It is in the way we create each of our garments and in how we communicate”, commented Patricia Alonso, Corporate Director of Marketing and Communication at Adolfo Domínguez, in a statement.
The brand assures that, despite having 362 stores in 24 countries, Galicia continues to be its starting point. It has its headquarters in Ourense, where 30% of its staff is concentrated and from which it directs its global activity. In addition, he points out that Galicia was the reason for his first conceptual collection, launched in 2019.
The campaign will have activations in print, outdoor and digital advertising.
Technical sheet
- Title: “Atlantic Spirit”
- Creative team: Adolfo Domínguez
- Model: Laura Ponte
- Photographer: Roi Romay
- Styling: María Cores and Javier Cuervo
- Video: Adrián González, Mario Fernández and Daniel Rodríguez
- Lighting: Sergi Hernández
- Makeup Artist: Cristina Guedella
- Production: Cristina González
- Pieces: Print, exterior and digital
