Telling 75 years of history in an audiovisual piece capable of moving, surprising and connecting generations.
The concept had to travel through each decade with its own visual identity, recreating its aesthetic codes, its wardrobe and its sensibility, to show how Janira has evolved alongside women and society.
A story designed to premiere at the anniversary celebration and then grow into different formats, languages and channels, extending its international reach.
An audiovisual piece of more than three and a half minutes, with images that recreate eras, products and relevant historical milestones, evoking each period in every detail.
Together with Janira's Management and Marketing team, Kokoro analysed all the available materials from each era, reviewed the evolution of the brand and the sector and the arrival of each new product in the intimate fashion segment. With all that knowledge gathered, it wrote the script that would honour 75 years of history.
Then the creatives and AI specialists worked their magic… fasten your seatbelts, a journey through time begins, starting in the fifties.
“La reproducció del vídeo ha estat un dels moments més emotius de la festa. Hi ha hagut gent, que va viure aquell període, que s’ha emocionat visiblement.”
«Screening the video was one of the most emotional moments of the party. Some people who lived through that period were visibly moved.»
A renewed sense of pride and excitement around the brand: teams, suppliers and retailers.
After the premiere, its impact led to the creation of shorter versions for B2B campaigns in new markets, languages and channels.