612 Ivy League launches 'selfie' campaign for kids

Designed by Not Like That, 612 Ivy League has unveiled its 'selfie' campaign for the Autumn-Winter '14 collection for pre-teens

BestMediaInfo Bureau | Delhi | October 8, 2014

Not Like That, a Mumbai-based communications agency which recently won the creative mandate for Indian Clothing League, a Chandigarh-based kids' wear manufacturer with retail presence in 120 cities across India, has crafted a 'selfie' campaign for the brand's Autumn-Winter '14 collection of 612 Ivy League.

The campaign pre-dominantly revolves around children being their natural selves, capturing their candid moments via selfies. After being voted as the word of the year by Oxford Dictionary, the 'selfie' has grown to become an extension of any life experience in a mobile-friendly world. However, this particular campaign is one of a kind. Not only is it the first selfie campaign for children, but also a first where the layout itself is a selfie.

Anuj Gosalia, Director & CEO, Not Like That, said, “Technology, if used judiciously, empowers children today. From learning on iPads to capturing memories and life-journeys on smartphones, the modern tweenager happily co-exists with multiple devices in this new world. Through our campaign, we wanted to acknowledge this comfort with technology and, at the same time, capture their sense of wonder and discovery.”

Chintan Ruparel, Director & CCO, Not Like That, said, “There have been several campaigns in the recent past that have taken quickly to the selfie phenomena. But we're yet to come across one where the picture taken became the layout itself. Of course, it was an experiment that could have backfired, considering the models were kids. Thankfully, the client was brave enough to not just back an idea like this, but also trust us to pull it off.”

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