Tag Archives: advertising

Digital snippets: Oculus, Luxottica, Wren, Asos, Nike, Birchbox, Tom Ford, Kenzo

28 Mar

The big tech story this week has of course been about Facebook’s purchase of virtual reality headset company Oculus VR. But there were lots of others to know about too. Read on for an edit…

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  • Google deal with Luxottica will bring Glass to Ray-Ban, Oakley [WSJ]
  • How Wren made a viral video of strangers kissing and increased sales by nearly 14,000% [Business Insider]
  • Asos and Nike celebrate 27 years of Air Max with first Google+ shoppable hangout [Marketing Magazine]
  • Birchbox, seller of beauty products, steps out from web to open New York store [NY Times]
  • Tom Ford joins the world of e-commerce with sexy new web store [Fashionista]
  • Kenzo’s virtual aquarium highlights the danger of overfishing [PSFK]
  • Chanel releases new Coco Mademoiselle Keira Knightley ad – She’s Not There [The Inspiration Room]
  • Lancôme ramping up digital initiatives [WWD]
  • How Yoox became the Amazon of the fashion world [Telegraph]
  • Why in-store tracking might not be as bad as it sounds [CNNMoney]
  • The Shazam of fashion is here, introducing ‘ASAP54′ [Styleite]
  • Silicon Valley never talks about the real reason you don’t own a smart watch or ‘wearable tech’ [Business Insider]

 

Courage underpins beautiful new Lacoste campaign film

7 Feb

#LiveBeautifully seems an apt hashtag for the latest ad from Lacoste. Created to support the brand’s “Life is a Beautiful Sport” campaign, it’s an arresting 60-second film depicting “a man about to risk it all to win the game of his life”.

That game, it’s suggested, is love. The Big Leap, as the spot itself is called, sees actor Paul Hamy building up the courage to go in for a kiss with model Anna Brewster in one scene, while another (the metaphor) sees him leaping off the side of a building and falling towards the ground until their lips lock. 

The film was created by BETC and directed by Seb Edwards. It features “You & Me”, a song by Disclosure featuring Eliza Doolittle remixed by Flume. 

It launched in France during the Winter Olympics Opening Ceremony, and will be broadcast globally from March 2014 onwards.

Fashion names star in Apple Mac’s 30-years ad

5 Feb

 

Dutch fashion designer Iris van Herpen is one of several fashion creatives to star in a new ad from Apple, a spot filmed using a series of iPhones over the course of just one day.

1.24.12, as it’s called (for the day it was shot), is a celebration of 30 years of the Macintosh. When the Mac was introduced, it promised to put technology in the hands of the people, Apple says, launching “a generation of innovators who continue to change the world”.

Van Herpen is seen in her Amsterdam studio working on one of her elaborate creations at about 43 seconds in. While many fashion designers work on a Mac these days, she is one of a few who also turns her ideas into reality using a 3D printer.

“Iris van Herpen initially saw the computer as a strictly two-dimensional environment. For someone who often begins the creative process by sketching on a mannequin, that wouldn’t work. But when she discovered 3D printing, everything changed,” reads the write-up on the Apple website, where a timeline has been created documenting creativity for the past 30 years.

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Van Herpen is included under the heading for 2014 on the site, but two further dates are also relevant to the fashion industry.

1996 is dedicated to Tinker Hatfield, who is the designer behind many of Nike’s most popular shoes. He said the Mac enabled him to experiment more freely in terms of different materials, contours and patterns, and to see all his designs instantly. “Apple gave us this amazing tool and a new way to do things. It was a little crazy, yet satisfying and liberating at the same time,” he is quoted.

The year 2000 is then focused on photographer Nick Knight, who created SHOWstudio.com, and in so doing, “changed how people saw fashion”. He pioneered fashion film, and was of course one of the very first to live stream a fashion week show. “I wanted to make fashion accessible to a broader audience. And I wanted to share more than static images,” he says.

Consumers are also invited to share information about when they first owned a Mac and how exactly they have used it, via an interactive portion of the 30 years microsite.

A short documentary about the Mac’s history has also been released, featuring Van Herpen, Hatfield and Knight, among others…

Prada, McQueen, Lanvin, Belstaff, Miu Miu launch SS14 campaign films

27 Jan

miu-miu-spring-2014-campaign

It’s been a bumper start to the week in terms of spring/summer 2014 film releases. Here are five of the big ones:

1. Prada

Prada’s spot sees a bevy of models all acting as spectators at various different events – tennis, the cinema and a gig – so that shortly you realise they, in fact, are the spectacle. It was shot by Steven Meisel.

2. Alexander McQueen

Alexander McQueen’s short film is a haunting narrative starring Kate Moss as an otherworldly woman with sulphur yellow hair. Captured by Steven Klein, it follows the model as she is eerily being filmed by a tatooed stranger. A voodoo doll version of her can also be seen in the spot, and replicated in the print ads.

3. Belstaff

Belstaff’s relationship with David Beckham makes headway with a 90-second spot set in the English countryside. The star is seen zipping through fields on a motorcycle alongside friends “with a shared thirst for adventure”. It was shot by Hopi Allard, while the full campaign was captured by Peter Lindbergh.

4. Lanvin

Lanvin has captured sounds from its spring/summer shoot and overlaid them on its seasonal campaign film. Whisperings such as: “I think it is one of the most exceptional things I’ve ever tried,” and: “It’s my finest work,” can all be heard. Steven Meisel is also behind this one, with creative direction from House and Holme’s Ronnie Newhouse and Stephen Wolstenholme.

5. Miu Miu

Miu Miu’s is a personal favourite. Launched at the end of last week, it stars young actresses Elle Fanning, Bella Heathcote, Lupita Nyong’o and Elizabeth Olsen in what’s referred to as a “techno interpretation of the SS14 collection”. Inspired by video game speed and sounds, it was directed by Inez & Vinoodh, and edited by Otto Arsenault.

Digital snippets: Gap, H&M, L’Oréal, Dove, Lyst, Jelly

26 Jan

Here’s a highlight of the best stories in the fashion and tech space over the past week…

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  • You can now pin animated GIFs: here’s Gap’s (as pictured) [Fashionista]
  • Will David Beckham’s H&M Super Bowl ad be #covered or #uncovered? [Fashionotes]
  • L’Oréal’s Matrix offers stylist’s-eye view with Google Glass [BrandChannel]
  • Dove launches short film, “Selfie”, about women’s self-image at Sundance [Creativity]
  • Meet the stylish Sapeurs, the Congolese stars of Guinness’ new ad and doc [Co.Create]
  • Why Amazon’s data store doesn’t scare people, but Facebook’s does [AdAge]
  • Lyst, a fashion e-commerce aggregator, raises $14m more, plans beacon rollout with PayPal [TechCrunch]
  • Keep.com helps you shop for items on Instagram [Mashable]
  • Nine unexpected ways retailers are using your data [Fashionista]
  • Vogue hosts its first Google+ Hangout celebrating The Fashion Fund [Vogue]

Digital snippets: adidas, Louis Vuitton, Neiman Marcus, Bitcoin, American Apparel

20 Jan

Here’s a highlight of the best stories in the fashion and tech space over the past couple of weeks…

adidas_Stan_Smith_Popup

  • adidas launches Stan Smith pop-up store, includes 3D-printing station (as pictured) [Dexigner]
  • Louis Vuitton debuts spring campaign on Instagram [Refinery29]
  • Neiman Marcus CEO apologises for data breach, offers free credit monitoring [The Verge]
  • Overstock CEO: Why we’re accepting Bitcoins [CNBC]
  • Five reasons why American Apparel is bullish on Twitter [AdWeek]
  • Aerie’s unretouched ads ‘challenge supermodel standards’ for young women [Huffington Post]
  • Warby Parker launches interactive 2013 annual report [Laughing Squid]
  • Wet Seal hires 16-year-old to build its following on Snapchat [AdAge]
  • François-Henri Pinault puts his money where his mobile is via Square, hints at future for luxury world buying into tech [FT Material World]
  • Show business: are fashion shows still relevant? [BoF]
  • Beacons: what they are, how they work, and why Apple’s iBeacon technology is ahead of the pack [Business Insider]
  • Personalisation is key for beauty omnichannel strategy: L’Oréal Luxe exec [Luxury Daily]
  • Try on virtual make-up and pay with your hand with retail tech at CES 2014 [BrandChannel]

Digital snippets: H&M, Instagram, Uniqlo, Ferragamo, Urban Outfitters, Nike

6 Jan

Happy new year all and welcome to 2014!

It’s straight to Vegas for me and headfirst into CES for what’s looking set to be a week heavy on the wearables front. More of that to follow, but for now, here’s a highlight of some of the fashion and tech stories you may have missed over the past couple of weeks…

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  • H&M and Beckham return to The Super Bowl with ground-breaking shoppable TV ad campaign [WGSN]
  • Instagram reveals ‘promising’ results of Levi’s and Ben & Jerry’s ad trial [Marketing Magazine]
  • Ferragamo weaves founder’s history into fairy tale film [Luxury Daily]
  • Nike, MTV are top global brands on Instagram in 2013 [BrandChannel]
  • How in-store analytics is changing the way you shop [Fashionista]
  • Beacons: What they are, how they work, and why Apple’s iBeacon technology is ahead of the pack [Business Insider]
  • What fashion adds to the tech world: Vanessa Friedman on wearables [FT]
  • Smart eyelashes and fingernails: the next wave of wearable tech [Mashable]
  • Can Apple’s Angela Agrendts spark a retail revolution? [Fast Company]

All the interactive elements accompanying John Lewis’ #bearandhare Christmas ad

26 Nov

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Hopefully by now you will have all seen, or at least heard about, John Lewis’ epic £7 million Christmas ad: The Bear and The Hare, created by adam&eve DDB.

The hand-animated tale has received an enormous 8.7 million views on YouTube since launch on November 8, and according to reports, helped drive sales of £101.45 million in the British department store in the week that followed, up 10.7% on 2012.

Despite the fact the spot premiered on TV in the UK during The X-Factor (played as an entire two-minute ad break), this campaign lives well beyond its traditional format. Here’s a breakdown of some of the more interactive ways how: 

  • An accompanying e-book called ‘The Bear who had never seen Christmas’ has been introduced for iPad, iPhone and Android. It features a series of touch-to-activate features, including a treasure hunt throughout the pages of the story in order to decorate a Christmas tree at the end, and a musical component for kids to tap their screens along to  
  • As with last year’s snowmen, the two main characters, Bear and Hare, each have their own Twitter profiles. Following them reveals all sorts of insights into their friendship: Hare planning to tickle Bear in his sleep, and Bear snoozing through the majority of it only waking briefly now and again to tweet out a line of Zzzzzzzzz’s
  • A Christmas card maker allows consumers to create their own personalised e-cards too. A selection of templates featuring the different woodland animals can be selected from first, then a personal picture uploaded or chosen by connecting with Facebook. Lastly, a message can be added before sharing it over social, downloading it to send via email or print out, and/or adding it to the online gallery

 

JohnLewis_bearandhare2Screen Shot 2013-11-26 at 00.18.59JohnLewis_bearharestory3JohnLewis_bearharestory1JohnLewis_Hare

Chanel places big ad spend around Monroe N°5 ad

21 Nov

The latest ad for Chanel N°5′s  starring old footage of Marilyn Monroe is getting an enormous amount of TV airtime in the run-up to this year’s holiday season. Gift inspiration one might assume…

The 30-second spot is based on a newly-discovered recording of Monroe from 1960 talking to Marie Claire editor-in-chief, Georges Belmont. Explaining her famous quote of only wearing Chanel N°5 to bed, as per her 1952 interview in Life magazine, she says: “You know, they ask me questions. Just an example: ‘What do you wear to bed ? A pajama top? The bottoms of the pajamas? A nightgown?’ So I said, ‘Chanel N°5,’ because it’s the truth… And yet, I don’t want to say ‘nude.’ But it’s the truth!”

The ad is accompanied by archive footage of the late actress. It follows on from the French fashion brand’s ‘Marilyn and N°5 – Inside CHANEL‘ film in 2012, which explains the history of the star’s relationship with the fragrance, and also airs the recording. This two-and-a-half minute spot has had over two million views on YouTube.

Chanel will also launch a print campaign this season based on an archive image of the star posing with a bottle of the perfume shot by Ed Feingersh.  

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Jingle all the way at Kmart with #showyourjoe Christmas ad

19 Nov

In the running for best Holiday campaign 2013? I’d say so:

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