“That Ardene Energy” Brand Campaign is a crew-love vibe
Featuring a real group of friends in celebration of unfiltered friendship
In a “get ready with me” online-social culture that can often feel centered on the self, we imagined Ardene’s back to school campaign as a moment of reconnection in a post pandemic world, of playing dress up with friends again, of true Gen Z friendship where we celebrate each other for who we really are.
“That Ardene Energy” is that space of intangible positivity. We cast a real group of friends to capture a genuine sense of effortless connection, from Ardene’s hometown of Montreal. The campaign video is bilingual French and English, reflective of the local culture, while the video’s visual approach is inspired by social media and organic content, produced to a high quality finish.
Ardene’s internal creative team invited Wedge to see the brand with fresh eyes, and deliver a relevant concept for their community that would elevate the creative direction from everyday marketing. The national 360 campaign took flight across high-impact touchpoints including retail activations, billboards, digital, and social.