ANTWERP, Feb 27, 2010 / FW/ — For his 2010 advertising campaign, Dirk Bikkembergs took eleven European football players into the Andes mountains in Chile. The result is a striking campaign in line with the 2009 campaign.
With the belief that “you never get a second chance to make a first impression”, in July 2009, Dirk Bikkembergs took eleven European football players to South America to shoot the 2010 advertising campaign in the Andes in Chile. With daytime temperatures of -10°C and at a height of 3760 meters, this was anything but an ordinary photo shoot.
The 2010 Dirk Bikkembergs campaign is in line with the 2009 campaign for which the Karoo desert in South Africa was the decor. The concept remains the same: eleven European football players are placed on the signature Bikkembergs box in an extreme location. This resulted in striking epic images that reflect the brand’s masculinity and controlled power.
Shooting a campaign at such extreme locations obviously raises some serious issues, from logistics to working conditions. Luc Willame, the maison’s long-standing photographer, and the production team had to work under challenging and changing weather conditions. At -10°C, this was also a serious endeavour for the football players, who were dressed in anything from suits to underwear as they posed for the camera.
The campaign will start in March 2010 and continue through to the beginning of 2011. The images will be used on a variety of advertising media across and beyond Europe.