Some nifty nocturnal thinking
Who: Ad agency MZInc.
What: Pre-dawn search for models
Where: New York’s SoHo at hot Club
When: 3A.M. Christmas Eve
Why: To capture the vibe and trends that would connect Z. Cavaricci's new campaign with the target audience, and gather it all before the looming client deadline.
How: Hours after the entire model/talent agency world was closed and while the working world was at play or asleep, Mira Zivkovich decided to go with a radical documentary look for her client, Z. Cavaricci's, campaign. Using real night scene people instead of models, precisely the same demographics to which the client wanted to appeal, the shoot was THE perfect match for the campaign theme "Breaking the Rules" while battling the relentless holiday deadline.
MZInc chose to document the 24/7 active life style of the multi-cultural Z-Cavaricci campaign. As the hours wore on, after 12 hours and forty rolls of film, MZInc had what they needed, incorporating the multi-cultural, digital and technological influences of the target consumers. MZInc aimed to portray a 24/7 look for Z-Cavaricci that was terminally cool- A must have or be sad kind of thing.
CONCLUSION: MZInc’s creative approach turned the abject disadvantage of a killer deadline into the advantage of fiery immediacy. At MZInc, challenges like financial constraints are transformed into out-of-the-box solutions that get results. MZInc executed the entire integrated campaign on time and on budget, including:
- Logo development
- Print ads
- POP displays
- MTV Ad and media placement
- Trade show exhibit graphics
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