With the Autumn Winter ’10 campaign captured by The Sartorialist, GAS marks a return to simplicity in a new, more active, contemporary vein.

Simplicity is not something implicit, but a goal to reach for with courage, awareness and determination. So says the Gas jeans AW2010 campaign created by the Kennedy+Castro advertising agency and photographed in Berlin by the guru of street fashion, Scott Schuman, alias The Sartorialist. The campaign, which uses the web and social networks as its main means of dissemination, put out a teaser in June 2010 and will have its official launch in September 2010.

Why is life so complicated? But above all, what do each of us do to make it simpler? These are the mysterious questions that greet visitors to the campaign mini-site www.standupforsimplicity.com. The site contains a video of a series of interviews about simplicity with inhabitants of Berlin, a virtual noticeboard connected with Facebook where users can post their answers, and an image of a pair of jeans flag flying symbolically against a blue sky, which will also appear on posters in Italy’s main cities. All ingredients of the teaser phase of the campaign, which culminated with a series of more or less conventional marketing events that took place before and during Bread & Butter Berlin from 7-9 July 2010.

September will be the moment of the official campaign, consisting of a series of posters and publications in the trade press. Schumann’s photos are simple, informal shots, in the New York photographer and blogger’s usual style, taken on the streets of the Mitte borough in former East Berlin. Stars of the photographs are the simplifiers, six young people chosen by way of a street casting in Berlin and whose looks and enthusiasms represent the simplicity activists movement that is at the heart of the “Stand Up for Simplicity” campaign. In this phase, the www.standupforsimplicity website will be enriched with new content: visitors will be able to read the simplifiers’ profiles and their suggestions for how to experience Berlin. In addition, an interactive look book will make exploring the collection more practical and fun for GAS clothes addicts.

The idea is by Kennedy+Castro, a creative boutique advertising agency with offices in Italy and worldwide. Creative Director was Ercole Egizi, together with Marco Mucig and Cosimo Bizzarri as Art Director and Copywriter, who had already worked with GAS on 25 Days, the book-manifesto launched in April 2010 to celebrate the brand’s 25^th anniversary.

“The campaign - says Barbara Grotto, GAS Advertising Director – is the ideal follow-up to a course to reclaim simplicity, a concept that has always been part of the company’s DNA, and which re-emerged forcefully during 25 Days, the book-project dedicated to our first 25 years.”

If GAS’s historic payoff was “Keep it Simple”, the AW 2010 campaign revives the concept of simplicity and endows it with a new more active, positive and contemporary value, which interprets the need for essentiality that is blowing through society today, also in fashion circles.

“It’s no coincidence that we chose Scott Schuman, – continues Barbara Grotto – one who has conquered the fashion industry with photographs snapped on the street and posted on a blog visited by thousands of people every month. Street photos and Internet. Maximum simplicity with maximum modernity. This is GAS today”.

Grotto S.p.A. (www.gasjeans.com) designs, produces and distributes collections of clothing, footwear and accessories with the GAS brand for men, women and children. The company was launched at the beginning of the Seventies out of the passion and creativity of MD and President-Founder Claudio Grotto, in Chiuppano (Vicenza) in the heart of north-east Italy. GAS’s core business is denim, the element around which its quality products revolve - products that meet the needs of the intelligent, aware, international, cosmopolitan consumer. Contemporary clothing that goes beyond the fashions of the moment to express the wearer’s individuality on all occasions. Today, Grotto S.p.A. is an international company, determined to further expand its presence abroad, particularly in Europe and the Far East. The company implements a strong Vertical Retail strategy on a global basis.

Scott Schumann is an American photographer and blogger. His blog The Sartorialist (www.thesartorialist.com), where he posts photos shot on the street of passers-by with a city glamour look, is read by millions of people every month, is followed by top international stylists and appears on the list of the hundred  most influential in the design world  according to The Times. His photos have appeared in Vogue, GQ, Esquire, Fantastic Man, style.com and other print and on-line magazines. He has worked for brands such as Saks Fifth Avenue and Burberry’s.

Kennedy+Castro, (www.kennedyandcastro.com) KENNEDY+CASTRO is the first unconventional boutique agency spread throughout the whole planet, with worldwide headquarters in London UK and agencies in Rome, Milan and New York. It is about to open others in Europe, East Asia and Australia. Kennedy+Castro was founded in London in 2009 and designed to provide clients with innovative ideas and global know how without the high costs typical of big communications networks. It has a simple, expanded structure with local and international experience, along with a network of 700 external consultants in 24 countries worldwide. For this campaign Kennedy+Castro’s Creative Director Ercole Egizi worked with the talented pair Marco Mucig  videomaker and Art Director, and Cosimo Bizzarri Narrator and copywriter.

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