19 October 2024

Viennese bag label Ina Kent presents bestselling bag with new campaign 'Partners in Crime' made for cinema advertising

Coinciding with, but independent of, Austria's most important international film festival, the Viennale (article), Viennese bag label Ina Kent unveiled its latest campaign, 'Partner in Crime', made for advertising on the big screen in cinemas. The campaign is in line with the brand's annual theme, '(make) your choice', and revisits the brand's roots with the concept 'Bags Tell Stories', emphasizing that bags are more than just fashion items - they are companions that accumulate memories, wear and tear, and adapt to their owners' lifestyles, as explained in the press release. The campaign highlights the bestselling Moonlit ed.1 bag, reimagined in vegetable-tanned 'eco antique' leather with bold metallic colors. The launch date was October 17.

Inspired by a cult film, the 1998 German action thriller 'Run Lola Run', the campaign portrays bags as essential, cherished partners in life's unpredictable moments. Austrian actresses Maya Unger and Victoria Nikolaevskaja portray characters who cling to their bags, echoing the intensity of a heist movie. The three-part video, directed by Nicola van Leffern and filmed in Frames Network's Virtual Production Studio, features state-of-the-art visual effects. The press release announces that the longer version of the three-part film will be shown as a cinema commercial in Vienna's 'Gartenbaukino' and Innsbruck's 'Leokino' and 'Cinematograph' cinemas starting in November. The film campaign will be complemented by a photo series by photographer Pascal Schrattenecker, which will be presented in Vienna as part of a guerrilla marketing initiative.

The first part of the three-part 'Partners in Crime' film was released this week on YouTube.