Fashion only for the patient

Markus Ruf and Danielle Lanz revamp the fashion chain BigMankind has been divided into two camps in all areas since time immemorial. This is also true in fashion: On the one hand, there are the fashion victims. These are people who run after every dernier cri as soon as it is presented on the catwalk. And, appropriately, there are the true victims of the fashion victims, because they have to submit to their passion. The threat is particularly acute in the immediate vicinity of one particular fashion chain: Big.entrusted with the direct mandate again after four years, the freelance creative duo Danielle Lanz (1999 Advertiser of the Year) and Markus Ruf (reigning Advertiser of the Year) tailored a whole new communications outfit for the women's fashion chain. By every trick in the book, the two advertisers circumvented the standard implementation for fashion. Without draped beauties or massive taboo-breaking, the campaign dramatizes the fashion house's time-consuming selection. page 12