Since the arrival of creative director Romain Kremer, Camper ad campaigns have never been so exciting. Making brand communication fun again is something Kremer is willing to stand behind. Following the previous campaigns which play with the notion of duality and ressemblance between a shoe and its owner, this season the scene is set at the end of the 80s with yearbook-like photos. Models pose in front of a plain or printed background (think faded hues of blues and browns) with a cheesy smile, gigantic nerdy glasses and retro hairstyles. Awkwardness suddenly feels right.

To accompany the quirky pictures, Camper has also made small videos in which every character is brought to life. Whether a secretary, student or musician, the Camper crew is too cool for school.

Discover the campaign below :

All photos and video by Daniel Sannwald, courtesy of Camper.

Written by Alice Butterlin.