“We are born in a bed that someone already uses, in a room where more people are born. We were given a name and two surnames that many people already have, and that is…”. This is how it starts new announcement Wallapop, May 19, 1985, with images of an old hospital and a newborn baby. A woman’s hands embroider a school dress bearing the name of Bilbao supermodel and actor Jon Kortajarena. gives voice and face from his childhood and many unpublished imagesa campaign that people want Raising awareness about the absurdity of always consuming something “new”and the need to “question social conventions.”
Regular view of designer Tom Fordand became known Versace model or Calvin Klein, among other brands global fashion icon Besides film, he also took some steps in the acting world. ‘One Man’ (2009) attended Netflix series ‘High Seas’ (2019-20)– since 2017 Greenpeace climate ambassador and in 2019, AI Gore received the ‘Climate Leaders Award’ from the Nobel Foundation.
“A positive change”
This environmental participation The model’s situation decided exactly that second hand platform betting on him for his new commercial. And a happy Kortajarena points out that this is the first time he’s promoted something he thinks people really need. “Together with Wallapop, we want to inspire positive change in society and a new perspective on things,” shares the model.
The name of the campaign, ‘We need innovation’, is the third collaboration between Mono Madrid and Jesús Revuelta agencies for Wallapop. It is a demand to give a second life to the products we already have.
“We go to a school that is other people’s school, we go where others have gone before, and we live in rented houses…”. The announcement continues with new images of the model.
“Passion for the new”
Sharing this thought on Instagram, the model said, “Who put it in our minds that everything should be new?” he asks: “The environmental problems we face are closely related to our consumption habits and the material resources we use. In a world where we are obsessed with new things that follow inherited or manufactured patterns, sometimes contrary to our own values, so why don’t we start by changing the way we look at things?”
In fact, some are already starting to do this. Let’s remember that in Spain there is an increasing tendency to buy used products, as 43% of people take this into account when making any purchase.
childhood album
The video is a ‘collage’ consisting of different visuals that review daily scenarios and situations in which some things are reused without realizing it, such as the brushes we comb our hair with at the hairdresser, hotel towels. , the life path of the protagonist, in this case the new brand ambassador, is revealed. “What we need innovation in is the way of seeing things,” Kortajarena concludes.
The script then explores unpublished audiovisual documents of the protagonist’s life at different times and takes a tour of events from his real life; School scene at Arenas Internacional School in Lanzaroteand his travels catwalks of parisor his Housing for rent in Lisbon.
This is the fourth year that Wallapop’s communications have encouraged and inspired a more conscious and humane way of consumption, following “Cambios” (2021), “What’s done is done” (2022) and “Thank you, brands” (2023). gained remarkable recognition of the brand.