Kids clothes go through a lot in a day, and often are worn by several kids in the same family. So you need both high-quality and fun clothes that can handle being crawled in and played with. That's the core thought of Lindex's new campaign for their kid clothes. It is a celebration of cute kids and their go-to partner in their everyday play - their garments.
Lindex's latest campaign “Designed for play” is a celebration to kids amazing ability to find playfulness in everything they do, and to their partners in doing that – their clothes. Because these are the true heroes. The pieces that allow kids to do what they do best – play. Because just imagine what they go through during the day. And this is what the film wants to capture in a playful way, all from the kid's perspective.
The film is created through different techniques where a SnorriCam plays a huge part. A challenge for a small child with a match weight of 20 kilos. Another challenge was to turn one of the garments, the sweater with dinosaur print, into a tunnel. This was done by resewing the sweater and turning it into a technical construction that a toy car could drive through with the camera. Neat-o!
Agency: Lindex Inhouse Agency
Director: Tomas Mankovsky
DoP: Aril Wretblad
Production Company: Naive AB
Music: Mattias Tegnér