Mindful messaging

15.12.2016 Kit And Ace : Pause For A Moment : Branding
Pause For A Moment by Kit and Ace, Vancouver.

Vancouver – Apparel brand Kit and Ace has released a short film that explores the meaning of the holiday season.

  • Pause For A Moment advocates mindfulness during the festive period
  • The film is narrative-driven and does not reference the brand or its products

Produced by the Kit and Ace in-house creative team, the film depicts a young couple struggling with their relationship and desire to create new traditions amid the stress of the holiday season. It was partly inspired by and references Robert Frost’s poem Stopping by the Woods on a Snowy Evening.

The film is designed to be ambiguous and open to interpretation but carries the underlying theme that the holiday season means different things to different people, and that all experiences are unique.

‘The short is purely narrative and devoid of sales-driving references,’ the brand said in a statement. ‘The honesty shown through a narrative-driven story as opposed to a marketing tagline was liberating and authentic to our brand.’

The Big Picture

Brands are using emotional messaging rather than sales-driven marketing to connect with consumers and cut through the noise of the holiday period. To find out more, read our macrotrend The E-motional Economy.

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