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Tom Bird, writer
Rick Chant/Barney Hobson, executive creative directors
Mark Lester/Danny Marsh, strategic planners
Ekaterina Golovkina, producer
We Are Pi, ad agency
Guillem Gallego, Desigual, client

“Incomprehensible signs meant to be read in selfie mode, chapters that are only available through Instagram Stories, influencers who have been spun around and a magazine that starts from the end—these are just some of the pieces from the Forwards Is Boring campaign that clothing brand Desigual used to present its new image to the world. In addition to becoming the first brand in the world to permanently reverse its logo, Desigual is also making its intention to be itself very clear. A tribute to the rebellious, disruptive and fresh spirit behind its brand name, Desigual’s move is in stark contrast to the branding of other fashion houses becoming more uniform. This inverted move brings Desigual closer to fulfilling its brand dream: living in a world where everyone can be themselves by using their innate creativity as a tool.”

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