Date: April 2024
Capability: Integrated Campaign
Brand Archetype: Hero
Overview
Love Wear’s DANZ narrates a tale of courage and uninhibited self-expression. It champions the art of defying the mundane, stepping beyond the familiar, and embracing the quiet thrill of life’s transformative moments. It’s not about grand gestures, but the everyday acts of bravery—meeting a stranger, venturing into the untried, or choosing authenticity over conformity. At its heart, DANZ celebrates the elegance of simplicity and the vitality of spirited joy. With its sleek, functional designs, the brand elevates eyewear into a symbol of bold and authentic living.
The Concept & Execution
The campaign draws its visual essence from the nostalgic charm of old Yerevan courtyards, with Kond providing the perfect backdrop. Swaying laundry lines, curious neighbours peeking through windows, and cats threading their way through sunlit alleys create a setting that is both intimate and dynamic. This vibrant tableau serves as the stage for DANZ’s story.
At the heart of the narrative is a protagonist whose optical glasses signal her personal transformation, embodying the courage to embrace a new chapter. The styling effortlessly reflects DANZ’s chic, contemporary aesthetic, complementing the characters’ individuality while harmonising with the textured urban setting.
The campaign rolled out across cinema screens, city billboards, and all five store locations. The commercial resonated deeply, becoming the most-watched advertisement of the month, with an impressive visibility reach of 2.5 million during the reporting period.
Please explore the full case study with multimedia and credits on our Professional Behance HERE.
