Responses by Carle Coppens, chief creative officer, Havas Canada
Background: The goal of this print campaign was to introduce Siaya’s outdoor clothing brand to the public. A public that had already seen countless photos of fresh-faced women and their frozen-bearded partners navigating their way up snowy mountains—and smiling through the effort the entire way.
Reasoning: For almost two years now, we have been building the Siaya identity around the very notion that it’s never good to spend too much time indoors. The pandemic made this notion even more painfully clear. After being cooped up at home, the characters—the dolls that were crafted by Korean artist EunSun Choi—have literally become part of the furniture.
Challenges: All of our email correspondences with Choi were done using Google Translate. You could say that many of our emails, once translated, looked more like experimental poetry than anything else.
Favorite details: We’re thrilled with how the universe of the Siaya brand and how Choi’s very particular artistic aesthetic came together through the lens of photographer Simon Duhamel to create an œuvre that managed to straddle the bridge of both art and advertising.
Visual influences: Choi’s artistry played an instrumental role right from the beginning of the project. All the visuals in the ads were the result of brainstorming between the creatives and the artist. The production, costumes, sewing and design for the dolls were the true knights in shining armor behind these three visuals.
Specific demands: The dolls that were featured in the print ads had to be sent by mail in the middle of the pandemic from Korea to Montreal. If any of them got lost along the way, the entire project would have crumbled.