"In November 2008 Cat Footwear approached Fold7 to develop their first global communications campaign. Fold7 created a concept entitled ‘Earthmovers’, which became the new sentiment and brand direction for Cat.
‘Earthmovers’ is more than a campaign. It represents a change in direction for the Cat Footwear brand. With a fresh and diverse product range from new designers, Cat Footwear aims to engage and attract a new and larger consumer audience. ‘Earthmovers’ supports and visually defines this movement, designed to turn consumers’ and retailer’s heads alike and to challenge their perception of the brand."
'Earthmovers' certainly is "more than a campaign". It's a fucking disgrace.
I have it on extremely good authority that the makers of these ads approached Mr Darzacq and asked him if he'd like to adapt his own work for commercial purposes.
Check out BMW joy campaign. Honda did a Joy machine campaign over 10 years ago.
ReplyDeleteGo comment on http://www.youtube.com/watch?v=d4Lox0SyGfM
ReplyDeletei love denis darzacq's photography. can't believe that he's got no credit for this. i guess there's always the still image/moving image excuse
ReplyDeletedarzacq was himself inspired by yves klein's Leap into the void:
ReplyDeletehttp://aboutfalling.files.wordpress.com/2007/11/le_saut_dans_le_vide.jpg
c1960. Nevertheless, Fold7's plagiarism is much more serious.
Darzacq also already did a campaign for a clothing brand Dare2Be at least here they had him rip off his own work rather than get some punter to do it.
ReplyDeletehttp://www.notempire.com/images/uploads/Dare2.jpg
If it's imperative for industry to feed a consumerist society in order to sustain our present global culture of mindlessness... then, who better than a mediocre company full to the brim with vacuous, self imposed gaping arseholes to fulfill the role of selling stupid products to those of like mind. It's a system that has worked for decades, but is now beginning to flounder. It will soon be imperative for intelligent and original companies to sell intelligent and original products to those of a similar ilk. Only then the likes of F7 can perhaps take their rightful place in society.
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