I like it when two brands get together and in Argentina it happens all the time. Not your clunky Mars ads on the back of a Ryan Air headrest or Molton Brown in the British Airways toiletry bags, but full on partnerships that span retail initiatives, product design and joint advertising (with nice creative direction).
Maria Cher (upmarket Buenos Aires fashion designer) and Sanyo have paired up for Maria Cher's Summer 07/08 collection in a campaign entitled Autobiografías (click on Campañas to see it). Images such as the one above are taken by real people of themselves using Sanyo digital cameras. I think they've managed to make the clothes look great and spill over a bit of charisma onto the Sanyo brand. You know that the camera is just out of view attached to that cool black cord that the protagonist is holding. There's something of the Cindy Sherman about it.
Always the comms strategist, I'm pleased to see that it doesn't end with the advertising. There are plenty more pictures and personal stories on the website, and Maria Cher will be releasing a range of camera bags and accessories in the near future.
I should note that this is the latest in a string of fashion + technology partnerships - Motorola and Trosman have been together for a while now, and Sony Ericsson and Uma used to appear in each other's advertising and retail spaces.
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