Menlook has created the first TV ad made from Instagram photos of global influencers.
Menlook, UK e-commerce and editorial website, has taken Instagram out of the smartphone and used it as the creative base for a new advertising campaign.
The campaign, by Kindai, draws inspiration from the popular flat lay trend on the social media platform, which sees people lay out a series of objects harmoniously on a flat surface and photograph them from above.
Menlook Group President Marc Menase says: “Brands repurpose their TV campaign on Instagram but we have chosen to capture the creativity and spontaneity of the social network and transpose it to this long-established advertising format.”
The photos used in the campaign were created by five influential Instagrammers from around the globe. Throughout April, 25 selected influencers will take part in an Instagram activation for the campaign, posting their interpretation of male style at Menlook.
Kindai head of brand content Alain Bretillot says the campaign is a way of cutting lose from communication and advertising standards and "asserting Menlook's digital DNA".
The 20-second spot is part of a multi-channel campaign including TV, social media and a competition.
