WINTER 22 addresses the importance of taking action on climate change through a major fashion brand that reaches millions of people.

The challenge was to create a campaign that has meaning beyond the clothes and trends. One chapter per season of the year in which the characters are dressed incorrectly and surrounded by sounds that do not belong to the environment, to create an uncomfortable nonsense that represents the reality to which we are walking in.

An innovative idea that seeks to reach the widest possible audience using celebrities as main characters, and social networks as the main media.

We started from the idea that the seasons are very much defined by the fashion calendar, in terms of spring-summer-autumn-winter. Our idea for this campaign was to reflect the world we live in, where there is an increasingly blurred line between the different seasons.

We wanted to captured the chaotic state of the world's climate using celebrities with big social impact wearing winter clothes against summer backgrounds, and summer clothes against winter backgrounds. The fashion continues, but there is increasing confusion with the weather.

During each chapter we wait for something to happen, but that lack of embellishment makes the message clearer: We will continue here, watching, while the world around us no longer makes any sense.

In an approaching future, seasons will become meaningless. Climate change is already imminent and the future will look nothing like our current reality. And we will be sitting here watching something we failed to stop.

Fashion works with seasons, but nowadays there’s a blurred line between them. This campaign shows the viewer this possible reality, gives a meaning behind this concept, a future in which seasons will only be experienced by simulations.

To achieve that we use still shots and non-actions to create discomfort, and to avoid getting carried away with the current fashion and its lack of meaning and hyperactivity in the visual landscape.

Kim Kardashian, Alexa Demie, Big Mathew, Kim Yeon-Koung and Khadim Sock, celebrities with big social impact looking at the camera unfazed by what is happening around them

In each chapter we are waiting for something to happen, but in the end we remain still.

One of the main objectives while developing this campaign was to raise awareness of the imminence of climate change, and what it will bring in terms of weather and changes in fashion and clothing. That is why we wanted to reach as wide an audience as possible with this message.

It should be noted that Balenciaga does not offer interviews of its collection beyond the campaigns they advertise. That's why we had to make the most of it.

To achieve this, we chose to use celebrities as models and main actors of this campaign. Kim Kardashian, Alexa Demie, Big Mathew, Kim Yeon-Koung and Khadim Sock are big known start and influencers on social media, that reach millions of people. Especially through social networks, where the campaign was mostly implemented.

This campaign was launched globally on September 5 2022, just as the Winter season was about to begin, and ended once the Spring 2023 campaign arrived.

It consists of 6 videos of 15 seconds each, which can be distributed separately or in a single piece. Campaign stills were also made to complement or add to the videos. Depending on the medium in which it was launched, either the stills or the videos were used.

Social networks were the main means of outreach. On the brand's own Tik Tok, the 6 videos were launched separately, as well as on Twitter and Instagram, where they were also complemented with the stills.

The campaign also reached mobile and computer banners, ads on streaming platforms, as well as on the brand's own website.

Outside the online media, it was present in banners on buildings, shopping malls or bus stops.

Winter 22 was one of the brand's top campaigns of the year.

On its Tik Tok, Kim's video reached 11 million people and Alexa Demie's video reached 1.2 million. The campaign also went viral on the brand's YouTube channel (garnering 310,400 views), Twitter and Instagram. The celebrities who participated in it also uploaded it to their personal profiles, reaching many more people.

One thing that distinguishes Balenciaga is that it does not offer interviews of its collection beyond the campaigns they advertise. But despite of that, Balenciaga reached the target wanted.