Shoppable videos from Only Jeans and ASOS awarded at Cannes Lions

As a follow up to the post on learnings from Cannes Lions yesterday, I wanted to highlight a couple of initiatives from the fashion industry based on shoppable videos that did, in fact, walk away with awards.


First up is The Liberation, an online interactive film by Danish denim brand Only Jeans. It won a gold Lion in the cyber category.

Described as a “fashion catalogue, movie, game, music video, and the world’s first on demand, online, video, retail environment”, it allowed users to click and freeze the film, turning it into an interactive catalogue. From there, they could browse, like, pin, tweet and buy.

Created for girls aged 16-25, it also pushed an element of gaming – encouraging consumers to interact with the story by, for instance, “stealing” a pair of virtual jeans. For a lucky few, they were then sent out in reality and for free. The initiative, created by agency Uncle Grey, culminated in a bespoke catalogue listing each of the items the user had browsed so they could revisit their choices, share and shop again.

The video saw 280,000 unique visits within two weeks, and led to a 442% increase on interaction with


Another gold Lion, this time in the design category, went to ASOS for its Urban Tour campaign. As previously reported, this was a “viral, digital and social feat comprised of a series of shoppable films showcasing the online retailer’s autumn/winter 2011/12 collection”. It was also the online retailer’s first initiative aimed at men.

Created by BBH London, it was built on the premise that men are influenced by their peers and people they admire, rather than traditional fashion sources. The focus therefore turned to culture, sports and the street. As a result, the films featured performance artists from around the world – in London it was five of the best street dancers (as shown above), elsewhere it was musicians, skaters and more. Each could be clicked on to enable the e-commerce functionality built in.

The initiative gained 7.36m global views in just 11 weeks, and led to an additional 500,000 men visiting within three months. A total of 14% of viewers purchased within seven minutes of watching the content.

I have to say I actually remain to be convinced by shoppable videos, but these stats and the Cannes Lions awards suggest they might well have a future after all. Watch this space…

Rachel Arthur is a business journalist specialising in fashion and technology. Alongside her work as the founder and editor of Fashion & Mash, she regularly contributes to titles including Forbes, Wired, The Daily Telegraph, The Business of Fashion, Fashionista, Mashable, Dazed and more. She is a regular speaker at conferences around the world, as well as an advisor on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on the likes of John Lewis’ JLAB accelerator programme. She was previously based in New York as a senior editor for leading online fashion trade publication and trend forecaster WGSN, where she managed global coverage of the industry from a communications, branding and technology standpoint.


  1. Hello. I’m writing a piece on shoppable ads for Marketing magazine. Would love to interview you for this and find out more about why you are so far unconvinced……Thanks.

  2. Pingback: 2013: The Year of the Shoppable Video? | Social Commerce Today

  3. Do you know of any good resources for stats on shoppable videos? Haven’t been able to find any other data for the result of these campaigns besides the results posted in this article. Any suggestions would be much appreciated, thanks!