Atoms and K-pop band ASTRO want to break fashion expectations

Buy now pay later Atome brand has introduced a new video that promotes asexual fashion and encourages people to express themselves and dress as they wish. With brand ambassadors and K-pop band ASTRO, the video is titled “Own Your Expression” and sees members getting ready to shoot a commercial. The six members then rotate in different outfits through the video, further reinforcing the “Own Your Expression” campaign slogan. ASTRO was appointed brand ambassador in October 2021.

The video was made in collaboration with BBDO Singapore and Mashup and is one of the two biggest campaigns organized this year along with two subsistence campaigns. BBDO Singapore has been selected as the regional creative agency for April 2022 this year. The campaign has 87,000 views on YouTube and 9.3 thousand 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 using the hashtag #OwnYourExpression and up to 30 winners have been selected. This social challenge with user-generated content began on June 4 and lasted for two weeks. Users are invited to film themselves walking the short catwalk in their original look, makeup and outfit using Atome’s “Own Your Expression” filter and uploading short videos. Atoms previously expected that more than a million looks and 1,200 miles of “runway” would be made during this phase of the campaign.

At the same time, the live fashion show will take place in Suntec City, West Atrium on June 25 in Singapore, along with an experienced pop-up store featuring fashion and cosmetics brands such as ZALORA, ALDO and SHEIN.

Wangie Hu, vice president of marketing for Atome, explained that fashion is changing rapidly and that traditional fashion norms today are challenging by young consumers.

BBDO Creative President Tay Guan Hin said “Own Your Expression” is the way people choose to express themselves through fashion. “By democratizing fashion, Atoms gives consumers control over their own style and expression,” he said.

According to Atome earlier this month, “Own Your Expression” seeks to see the Asian younger generation create and style their own look and challenge conventional fashion and beauty norms. The months-long campaign encourages people to show the look that defines them, not what the convention tells them how they should look. He will work on OOH, online, social media and in the field.

Related articles:
Atoms teaches BBDO SG regional creative duties
Atoms delight K-pop group ASTRO as the brand’s global ambassador

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