Menlook, men’s lifestyle and e-commerce site, used photos from influential Instagrammers for its new TV ad.
Menlook’s first-of-a-kind campaign was created by the digital agency Kindai and uses the popular flat lay trend on Instagram, a technique of organizing items into an aesthetically pleasing arrangement and photographing them from above.
Alain Bretillot, head of brand content at Kindai, said in a statement:
We wanted to take Instagram out of your smartphone: It’s a way of cutting loose from communication standards in the fashion world and asserting Menlook’s digital DNA.
Marc Menase, president of the Menlook Group said:
Today, brands repurpose their TV campaign on Instagram, but we have chosen to capture the creativity and spontaneity of this social network and transpose it to this long-established advertising format.
The spot is part of a multi-channel campaign, including TV, social media and a competition for consumers to win €10,000 by using the hashtag #MyMenlook on their flat lay photos.