Singular: Celebrating Lisbon’s Unique Fashion Spirit | Clapboard

SINGULAR AFTER ALL

Description

MODA LISBOA SINGULAR AFTER ALL, launched in Portugal in September 2024 by Associação ModaLisboa and created by Havas Lisboa, stands as a compelling celebration of Lisbon’s unique spirit and the evolving identity of the individual within the contemporary fashion landscape. This integrated campaign captures the essence of a city steeped in culture, heritage, and innovation, reflecting a vibrant and pluralistic community of creators and creatives who continuously redefine what fashion and urban life signify. Through a single impactful film produced by Casper Films and artfully directed by Bruno Ferreira, the campaign leads viewers on a journey through a rawer, more unvarnished Lisbon, animated by the energy of irreverent, authentic people. This narrative not only reflects the city’s gritty yet warm character but also signals a transformative new strategy for ModaLisboa. In collaboration with the Lisbon City Council, the 63rd edition of Lisboa Fashion Week, held from October 10 to 13, 2024, introduces new programmatic spaces including the innovative Havas Village, aiming to foster fresh perspectives on fashion presentations and audience engagement. The campaign’s production excellence is underscored by the meticulous work of a talented team encompassing cinematography by Bernardo Infante, styling led by Larissa Marinho, and a dynamic cast embodying Lisbon’s diversity. Creative leadership from Havas, including CEO Pedro Graça and Creative Director José Vieira, drives this vision that reimagines Lisboa Fashion Week as an event responsive to the shifting cultural and societal currents shaping the industry. MODA LISBOA SINGULAR AFTER ALL not only showcases fashion as a medium of transformation but also positions the city as a continuous source of inspiration where individuality and collective creativity converge seamlessly in an evolving dialogue between tradition and future-forward thinking.

Credits

Client

Associação ModaLisboa

Agency

Havas Lisboa

Campaign Proposition

The ‘SINGULAR AFTER ALL’ campaign by Associação ModaLisboa, created by Havas Lisboa, positions the brand as a dynamic cultural force that both reflects and shapes the evolving identity of Lisbon and its fashion scene. It conveys a brand proposition centered on uniqueness and transformation, highlighting the city’s multifaceted nature and the individual’s continual evolution. By emphasizing a raw, irreverent, and more authentic representation of Lisbon, the campaign underscores ModaLisboa’s commitment to fostering creativity and plurality within a contemporary fashion context, situating the event as a platform where heritage, culture, and future-facing innovation converge. Strategically, the campaign taps into an insight about the changing relationship between fashion, society, and urban space, responding to a broader societal shift towards inclusivity, diversity, and experiential engagement. It targets an audience attuned to cultural depth, authenticity, and the intersection of art and lifestyle, particularly those who see fashion as an extension of identity and social interaction. The creative execution leans into a cinematic portrayal of Lisbon’s gritty yet vibrant character, supported by a storytelling approach that aligns fashion with a lived urban experience rather than mere aesthetics. The introduction of new physical and conceptual spaces—such as the Havas Village—signals a strategic pivot toward immersive, multifaceted engagement, moving beyond traditional runway shows to redefine how fashion events intersect with community and city life. This integration of place, people, and progressive programming reflects a nuanced understanding of how creative industries must adapt to remain relevant and meaningful in a rapidly transforming cultural environment.

Creative Device

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers on the uniqueness of both Lisbon and the individual, emphasizing transformation, plurality, and the singular identity of ModaLisboa Fashion Week. There is no story arc, problem/solution dynamic, or explicit use of celebrities/testimonials. Instead, the communication creatively spotlights the event’s distinctive heritage, evolved programming, and intercultural city context as its core differentiators. The campaign’s narrative and visual cues unite city and event, forging a singular, ownable identity—hallmarks of the Unique Personality Property format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats