We've seen a few boxheads around, but this is the first shoebox head, at least the first formerly housing myriad tumbling phrases. Hip client Camper (the brand has a boutique hotel in Barcelona among other interesting ventures) launches its Autumn and Winter lines with this creative, already running in Europe and spreading soon to the States. Husband and wife creative directors at Madre, Gabriela and Carlos Bayala, emphasize channeling the brand's power through the creative. "Working with a real creative brand like Camper is more difficult, sometimes you feel you are the boring one at the party, which is kind of unusual from an advertising agency position," says Carlos. "Camper is such an amazing, unexpected brand, that the creation of a new concept and the discipline it requires to establish that concept seems always a bit conservative as an approach. Its interesting, from Madre, we have done work for a bank and even the 1882 campaign with a completely different approach, in the case of the bank we felt the communication should be wild and outside of the financial world, the same with the boring advertising world of alcoholic drinks.
"In this case, we operated almost in an opposite way: everybody knows the potential of Camper as a brand, but not everybody really connects and relates to it when it comes to buy the products. Thats why we are starting with a very simple, clear concept that shows the iconic box and express the huge creative potential it has inside. Sometimes being creative with a creative brand is being simple and letting the brand show itself in the purest possible way."