It can be quite difficult to maintain the same image through several generations. And it can be even more difficult, if you want to change that image – or at least renew a part of it. Hummel have been a part of almost every boy and girls life, and this has made them one of the strongest brands with the longest heritage in Denmark. But to keep up with the constant moving youth, they wanted to show, that innovative design and superb comfort, never goes out of style. They wanted to make Hummel Archive.
Our challenge was to tell the heritage rooted in great design, so it was relevant – both to a new younger segment, but also to the nostalgics who has their own long story with Hummel. So we opened up for Hummel Archive. A time warp where Hummel has saved selected stuff through the years. You never know, when your old kitsch sneaks are fashion again. The archive is intended to be a timeless, long-lasting campaign, where the images can be selected according to the content. The material is to be used for many years and can, exactly as the shoes, be relaunched at any time.