Morobaé in the City campaign

Nightingale's 'Digital First' commercial looks into the daily struggles of Generation Next

After the success of the 'DeliveredbyParcify' campaign, Nightingale was approached by luxury shoebrand Morobé to create and produce the brand's first digital campaign for their SS18 collection. Featuring scenes set in four locations and shot in one day, the case was one of Nightingale's most challenging digital cases to date. 

The digital film campaign follows the aspirational model figure - Morobae - through town as she gets ready for the day, enters an abandoned subway station, takes over a furniture store and eventually grabs a few late-night snacks at a Chinese supermarket. Every scene is fast-paced, but entertains with poignant examples of struggles relatable to everyone's daily life. Released on Instagram and Facebook, every location started with the film scene, after which several posts of photography zoomed in on particular moments, adding context to the story. 

As far as results, the campaign has been very successful. In only one month, the campaign was seen 1 million times and attracted 5K additional visitors to the website. The campaign also featured the brand's most liked post in the last 2 years, gathering a total appreciation of 1.640 likes in only a day. 

The project is yet another demonstration of the agency's commitment to the digital age. As Generation Next will increasingly consume their information through mobile platforms, we see a shift in focus from photography to film, which in 2018 will become the new standard within the digital content creation landscape. It's already something seen with millennials, who were amongst the first to shop online and spend more than 6 hours per day on mobile.