Tradition meets modernity, and old meets new in the FOLK bridal collection, which merges Hungarian folk-art shapes and design elements with Daalarna’s feminine and sophisticated signature style. Check out the campaign video of the new collection which was made by Eva Papp and Zoltan Schneider.
’The campaign video was inspired by the old Hungarian movies. To use Franz Liszt’s piano pieces, Hungarian Rhapsodies was Anita’s (Anita Benes – Daalarna’s designer) idea, and we agreed that this would be the perfect background music for our concept and venues.
The song’s dramatic start helps to maintain the tension of the opening scene. This dramatic mood is very typical in old Hungarian movies which take place at the Hortobágy or Alföld. Well, let’s just say that life in this part of Hungary used to be pretty tough.
Our main concept is built around rivalry between women which is generally very common, even between friends. Girls often compare with each other who is more beautiful and attractive. You can literally feel this tension between our models Berta and Zita. We do not know if they are friends, enemies, or just want to get revenge on the third model Sára, who is riding the horse in the campaign film.
The question and mystery stay open and unsolved. However, we tried to relieve this tension with some humour at the end of the video when Berta eats the apple, which is a very typical Hungarian fruit and known as the symbol of sin. This scene can also symbolically suggest that she won but we do not know this for sure.
To summarize, we wanted to create a campaign film for the new FOLK collection which amazes its audience. Most people would probably never expect anything like this from a wedding brand and this is exactly the effect we wanted to achieve. We can only hope that after the first shock, our audience will appreciate this unusual concept.’
The campaign shooting took place at the spectacular Puszta in the Hortobágy National Park which is also known as the Hungarian steppe. The campaign video was inspired by the atmosphere of the old Hungarian films.
Stay tuned for more!
