The Motz Magazine campaign draws attention to its key demographic: homeless people who reside in Berlin, Germany. The most popular publication amongst such individuals, it was only natural that the team behind the ads would want to acknowledge that in some form or another. In this case, that form takes the shape of a long coat.
Conceived and executed by German ad agency Glow, the Motz Magazine campaign involved four internationally known fashion designers: Firma Berlin, Liebig, Mongrels in Common and Blush Lingerie. Each designer fashioned a coat using the magazines, bringing attention to the tag line, "Motz warms."
The Motz Magazine campaign was art directed by Franziska Knöpfel and shot by photographer Benjamin Rein with creative direction by Johannes Krempl.
What Makes This Trend Stand Out
- Homeless Awareness
- Disruptive innovation opportunity: Develop innovative advertising campaigns that bring attention to the struggles of homeless individuals and encourage support.
- Fashion Collaboration
- Disruptive innovation opportunity: Facilitate collaborations between fashion designers and unconventional mediums or industries to create unique and impactful campaigns.
- Creative Advertising
- Disruptive innovation opportunity: Explore creative ways to blend art, fashion, and messaging in advertising campaigns to capture the attention of target audiences.
Sectors Adopting This
- Advertising
- Disruptive innovation opportunity: Incorporate social causes into brand campaigns to raise awareness and promote positive change.
- Fashion
- Disruptive innovation opportunity: Apply innovative thinking to create fashion items that serve a dual purpose, such as providing warmth and support to those in need.
- Publishing
- Disruptive innovation opportunity: Explore unique collaborations between magazines and other industries to create impactful campaigns that resonate with target audiences.
