Holiday on Earth 2002 The Challenge 2004
“Pierre Winther @ Dunhill” Richemont SA, Alfred Dunhill, the luxury men´s wear and accessories brand owned by Compagnie Financiere Richemont SA headed for a relaunch. “We are going back to our roots,” Dunhill´s chief executive Guy Leymarie had told in an interview. “We are being loyal to the brand identity and the foundation of the brand, but the spirit will be in the mood of the times.” This was done in a collaboration with Photographer / artist Pierre Winther who created the 2 first campaigns in the new Relaunch “Pierre Winther@Dunhill”. The artist developed a look which exactly corresponded to the reframing of the brand and within that look, he redefined the gentleman’s style as much more than a stylish garment. A strong attitude and edgy character were demanded to complete the picture. This massive campaign consisting of images and film was introduced to the audience at the grand opening of Dunhill´s new 3,500-square-foot flagship store on Old Bond Street in London in 2003. All the models/ actors were flown in from Los Angeles to this event and to reaper in the same style as on the campaign images and the Dunhill-film also directed by Pierre Winther. After the opening reception on Bond, all the quest was taken by luxury cars of their choice to the after party, where a A-list of celebrities were invited, such as Madonna and Guy Richie, Jude Law, Jade Jagger, Boris Becker and many many more – all to entertained by the Cuba based band ” Buena Vista Social Club” who played live for the guest all night long. In Tokyo, 2003 the film was projected on a giant outdoor screen overlooking Tokyo’s Ginza Crossing to coincide with the opening of Dunhill’s flagship store in Japan. Pierre WInther was the creative director and photographer / director of the campaign (Film and Stills).
Pierre Winther@Dunhill: “Holiday on Earth”
Dunhill, the legendary British menswear company, gave Pierre Winther creative and artistic freedom when it came time to re-launch the brand. The resulting campaign takes place in a surreal world unburdened by typical advertising codes. No pouting models, no macho posturing – just a group of real men, cast for the campaign by Winther himself. As these men enjoy their “Holiday on Earth”, the viewer is invited to join the fun, which balances on a thin line between reality and fantasy.
