Human goes digital

MANILA, Philippines - Digital is the way to go — and Human wants to leave a unique and influential mark in cyberspace.

Human has always been a lifestyle brand that values originality. Who cares what others think, what the trends are, or who’s hot or not? This year, Human takes a step further to push its vision of a diverse and unique audience of individuals through a viral video campaign of 10 five-second videos called “Against Ads” and five-second videos called “Black Human: It’s the New Black.”

The “Against Ads” videos can be seen on YouTube, with one clear message: live your life as who you are, despite the influx of ads. Born from the idea of being “brainwashed” by advertisements, these short and snappy but visually arresting clips tell viewers to step out of their stereotyped boxes and run, jump, or even park out their way to an uncharted and exciting part of their lives. Which also means to be experimental and unafraid to express their personalities through daring clothing choices that best describe or convey who they are. Fans could access Human’s microsite to create their own “anti-ads” as well as see what’s new from the brand. More interactive perks can be found online such as downloadables and desktop freebies to enhance the digital Human experience.

Meanwhile, Black Human’s five-second clips tackle the idea of what’s the new “it” in terms of fashion and style. With lines such as “Tight is the new black,” “Loud is the new black,” or even “Bright is the new black,” these clips encourage audiences to be consciously different — be it dangerously skinny jeans or a bold orange lip — to an otherwise normal, day-to-day, outfit. The visuals in each video are simple and short-lived, but impactful enough to leave a lasting, edgy, and gutsy impression to dress up contemporary and unusually stylish.

Short and sharp, each video leaves a distinct Human impression: it challenges viewers to ultimately be a raw, unadulterated, and uncensored version of themselves through fashion — that we shouldn’t lose our identity, but rather fight to be more of who we are or who we want to be.

Uniqueness is key, and Human knows how to be divergent to a T. Through this video series, the brand is able to talk to its market in the language and medium that people understand: cool, convenient and viral.

The videos are available on YouTube

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