Call me a softie, but Holiday Surprise from Kohl’s is one of my favourite campaigns this Christmas.
Based on the very festive theme of kindness, it’s a simple 30-second spot that sees a young couple rushing to decorate their elderly neighbour’s apartment before she returns to the building. It cleverly tugs on the heartstrings of all those viewing when it ends with a shot of the expression on her face once she does so.
Set to a cover version of Bob Dylan’s Forever Young, the lyrics set the tone: “May your wishes all come true. May you always do for others. And let others do for you.”
It’s a different move for the retailer, which, like many of its counterparts, usually focuses heavily on promotional messaging at this time of year. As AdAge reported, this emotional broadcast is in a bid to “stand out from the promotional maelstrom of the season”. While Kohl’s is still pushing its discounting alongside, this ‘brand’ spot layered in aims to be disruptive in a different way, said its chief customer officer, Michelle Gass. “We know what people remember are the moments of giving,” she said.
Though there are yet to be any postings, Kohl’s is also inviting consumers to share their stories of kindness over social media with the hashtag #ShowKindness.
Dior has released another series of short videos revealing extended scenes from its Dior Homme fragrance film starring Robert Pattinson, which originally launched on September 1.
Six 30-45 second spots have aired in the past week, including The Pool, The Piano, The Elevator, The Bedroom, The Beach and The Ball (as below).
They’ve each received anywhere from 8,000 to 18,000 hits to date, joining the nearly 15 million on the full film’s uncensored official director’s cut.
Tommy Hilfiger opened a new store in the Garden State Plaza mall in New Jersey last week, and with it introduced a ‘digital pod’ tied to its autumn/winter 2013/14 campaign.
Hosted near the AMC theatre at one end of the shopping centre, the pod invites shoppers to take a quiz to determine which member of the Hilfiger family they are. The resulting character is showcased on a digital card that offers the option to add a tagline from a series of keywords.
It then asks the user for their email address to receive a copy of it in their inbox (from which they can share on Facebook), before posting it on the other side of the pod for others to see. The whole initiative is tied to the hashtag #tommyxgsp.
It will be in place through the end of December 2013.
I’m somewhat obsessed with the idea of the fashion industry working out how to nail audio branding. I’m not talking about just straight up music partnerships or even the sounds associated with a brand when being in-store, but the noises that personify the clothing or accessories in particular and whether they have the potential to subsequently be owned by an individual label. Food for thought…
It’s for that reason though that I love this initiative from SHOWstudio called The Sound of Clothes: Studio Sessions. The creative editorial site founded by Nick Knight, captured the sounds of Mary Katrantzou, Sibling, Piers Atkinson and Matthew Williamson’s collections being made ahead of their spring/summer 2014 shows this past September.
From the noise of the knitting machines and crochet needles being used, to beads and gems rustling, jersey being ripped, the pattern cutters in action, zips fastening and even models’ heels clicking during fittings, everything was collected, edited and then remixed into four musical tracks (as below) said to give “a unique audio take on the collections and capture the diversity of London Fashion Week”.
Sound artist Stu Sibley worked on the initiative, stretching and manipulating certain sounds so they seem like beats or instruments, while leaving others exactly as they were recorded. Each track is accompanied by abstract 3D visuals based on the runway collections themselves. Concept and direction was by Lou Stoppard and Neal Bryant.
There’s also a wonderful essay by Maria Echeverri alongside the project that charts the history of sound through dress: “The various instances of sound in dress ranging from the Renaissance to present day hint at the untapped potential of resonant dress, for ultimately, the act of making and hearing noise is implicit in the experience and interpretation of clothing. And by understanding the enlivened dexterity of sound through its past, we can begin to imagine, and hear, its future.”