At SCL Mellon, our passion for creative and impactful digital marketing has always driven us to partner with brands that embody authenticity. Our recent collaboration with Kappa for their Spring-Summer 2024 collection, under the vibrant campaign “Stay Authentic,” showcases our expertise in sports marketing and retail.
The Creative Rationale Behind "Stay Authentic"
Kappa, the iconic Italian brand renowned for its casual and athletic wear, continues to make waves in the fashion industry. For their latest collection, we wanted to highlight the essence of Kappa – a brand that marries street style with athleticism and a rich musical heritage.
The “Stay Authentic” campaign was conceived to celebrate the purity and power of movement, while reinforcing Kappa’s timeless appeal and connection to music culture.The vibrant world of hip-hop and breakdancing provided the perfect backdrop, and street style dominates every shot, bringing the clothes to life in an exciting display.
A Multifaceted Campaign: Photoshoots, Social Media, Reels, and More
The Kappa SS24 campaign features a plethora of materials in the digital environment, as well as above-the-line media.
Photoshoot
The photoshoot was designed to capture the essence of “Stay Authentic.” Set against white backdrops, the dancers’ powerful moves and expressive forms highlighted the collection’s adaptability to both street and athletic contexts. The use of dynamic lighting and candid shots helped convey the spontaneity and energy that Kappa embodies.
Special thanks to our talented photographer Spyros Chamalis
Campaign video and reels
The video campaign was all about dancing and energy. To maximize engagement on platforms like Instagram and TikTok, we created dynamic reels featuring the dancers in action. These short, impactful videos captured the fluidity and power of the dance moves, drawing viewers into the world of Kappa.
Special thanks to our talented videographer Stephanos Chatzis
Social Media Posts and Ads
Understanding the importance of digital presence, we crafted a series of engaging social media posts and ads. Each post was carefully curated to tell a story – from behind-the-scenes footage of the photoshoot to snippets of dancers performing in Kappa gear. The visuals were accompanied by compelling captions that emphasized the campaign’s core message of authenticity and movement.
Press release and Printed Ads
In addition to our digital efforts, we developed a press release and a printed ad to reach a broader audience. The press release gained major publicity in Tier 1 media, whereas the print ad was published in “Miss Glitter” a fashion and lifestyle magazine. These tactics reinforced the campaign’s visual identity and message.
Highlighting Kappa's Unique Heritage
Kappa’s history is rich with connections to music and major festivals like the Kappa Futur Festival and Primer Music Festival. This musical heritage played a significant role in shaping the “Stay Authentic” campaign.
The campaign successfully combined various digital and traditional marketing elements to create a cohesive and impactful brand experience. From the initial concept to the final execution, every step was meticulously planned and executed to ensure that the campaign resonated with Kappa’s audience and reinforced their brand identity.
SCL Mellon’s Expertise in Sports Marketing
Our extensive experience in sports marketing allows us to understand the unique challenges and opportunities within this sector. For Kappa, this meant creating a campaign that tapped into the cultural significance of dance and music.
Our strategic approach to digital marketing ensured that Kappa’s Spring-Summer ’24 collection was designed to drive engagement and sales.
The “Stay Authentic” campaign is a shining example of what can be achieved when creativity, strategy, and expertise come together. At SCL Mellon, we are proud to have played a key role in bringing Kappa’s vision to life. This collaboration not only highlights our capabilities in sports marketing and retail but also reinforces our commitment to helping brands connect with their audiences in meaningful and impactful ways.
Stay tuned for more exciting collaborations and campaigns from SCL Mellon!