Marketing Excellence Awards 2023 Singapore
Atome and K-pop band ASTRO want to shatter fashion expectations

Atome and K-pop band ASTRO want to shatter fashion expectations

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Buy now pay later brand Atome has unveiled a new video that promotes genderless fashion and encourages people to express themselves and dress however they want. Featuring brand ambassadors and K-pop boyband ASTRO, the video is titled "Own Your Expression" and sees the members getting ready to film a commercial. The six members then rotate among different outfits throughout the video, further enforcing the campaign's tagline "Own Your Expression". ASTRO was appointed brand ambassador in October 2021.

The video was done in collaboration with BBDO Singapore and Mashup and is one of the two biggest campaigns organised to launch this year alongside two sustenance campaigns. BBDO Singapore was selected as the regional creative agency for 2022 April this year. The campaign has 87k views on YouTube and 9.3k likes at the time of writing. 

The campaign also encourages Gen Z and Millennials across Southeast Asia and Hong Kong to submit original fashion and beauty expressions via Instagram and TikTok while using the hashtag #OwnYourExpression and up to 30 winners were selected. This user-generated content social challenge kicked off on 4 June and ran for two weeks. Users were invited to film themselves doing a short catwalk in their original look, make-up and outfit using Atome’s “Own Your Expression” filter and upload the short videos. Atome previously expected over a million looks and 1,200 miles of "runway" to be created during this phase of the campaign.

At the same time, a live-streamed fashion show will be held at Suntec City, West Atrium on 25 June in Singapore along with an experiential pop-up store featuring fashion and beauty brands such as ZALORA, ALDO and SHEIN.  

Vangie Hu, Atome's VP of marketing, explained that fashion is fast-changing and traditional fashion norms are being challenged by young consumers today.

BBDO’s creative chairman, Tay Guan Hin, said that “Own Your Expression” is how people choose to express themselves through fashion. “By democratising fashion, Atome gives consumers control over their own style and expression,” he said.

According to Atome earlier this month, "Own Your Expression" seeks out how Asia’s younger generation create and style their own looks and challenge conventional fashion and beauty norms. The month-long campaign encourages people to showcase the look that defines them, rather than what convention tells them how they should look. It will run on OOH, online, social, and on-ground.

Related articles:
Atome hands BBDO SG regional creative duties
Atome dazzles with K-pop group ASTRO as global brand ambassador


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