February 13, 2017 |
Thinking about the moments that have come to define you in life is no easy task. Even when I really put my mind to it, I can’t get much beyond winning back-to-back European titles with Norwich on FIFA 06 and maybe, at a push, buying ‘The Eminem Show‘ as my very first album. Beyond that it’s pretty bare. While that may just be indicative of a fairly dull person, I challenge you to identify the moments that have defined you. Pretty hard right? Even when I open it up to the Ten Towers office floor I’m met with a lot of shrugs and blank looks, apart from Joel who defiantly says, “the moment when I stopped caring about what other people thought of me” (you go girl). Either way, it’s an interesting notion that Zegna are promoting via their new SS17 campaign with none other than American Honey star McCaul Lombardi, and Bobby Milk himself, Robert De Niro. As someone who was struggling to pinpoint a defining moment of any real significance, ‘The Conversation’ reveals the break-up that turned it all around for Lombardi and “made him a man”, whilst De Niro, who looks a lot like a loving father visiting his boy in the big city, issues some sound advice: “if you don’t go you’ll never know”. Sure this is made in reference to auditions, but I don’t see why you shouldn’t apply it to anything you want. Launching their new campaign as a conversation, a participatory experience through which people can log their own moments on their website represents, in itself, a defining moment in how Zegna have chosen to communicate their brand. Watch the campaign in full on their website now.
