Ermenegildo Zegna has introduced a series of short videos on Instagram Stories telling the remarkable tales of real people through the mode of illustration.
The Italian brand collaborated with 30 artists globally to achieve the project, inviting each of them to creatively respond to each real-life story with the animations. The videos are being posted on Instagram Stories throughout the months of September and October, and will then live permanently on the brand’s profile.
“We wanted to explore a new digital creative element to our global Defining Moments campaign and put the consumer at the heart of the story. We collaborated with artists from around the world to bring to life our consumers stories in an unexpected creative way that speaks to the dynamic video landscape of social media. Instagram Stories provided the perfect playing ground for this type of storytelling which could be consumed in a short snackable and tappable way,” says Zegna’s creative director, Alessandro Sartori.
The social activation is part of the brand’s Defining Moments campaign for the AW17 season, which started in SS17 and aims to reinforce a spirit where “every story begins with a moment”. This season, the campaign stars American actor Robert de Niro and French dancer and choreographer Benjamin Millepied, who share a passion for New York and, according to the brand, a natural penchant for elegance.
As a wider part of the campaign, the Defining Moments platform on Zegna.com will feature conservations from successful individuals of different ages and cultural backgrounds. On the microsite, users are also able to submit their own Defining Moments story for the chance to win a Made to Measure Zegna suit.