Showing posts with label Fashion and apparel. Show all posts
Showing posts with label Fashion and apparel. Show all posts

Marc Jacobs| #CastMeMarc

Want to find fresh talent and build brand awareness at the same time? That's exactly what Marc Jacobs did when he sought out to find the face of his new contemporary label. For the chance to star in the fashion icon's next campaign, all you  had to do was share a photo of yourself on Twitter or Instagram with the hashtag #CastMeMarc.  Marc announced the winner of his online casting call from his personal Twitter page.

Diesel| Road to Tokyo #forsuccessfulliving

To celebrate 30 years in Japan, this week, Diesel created a shoppable video that was shown ahead of its FW16 runway show in Tokyo.
The cinematic short, titled “Road to Tokyo,” follows several Diesel models around the capital as they prepare for their catwalk appearance.
In the film, icons appear over the models. Once clicked, these display the different items they are wearing. Users then have the option to save them to a personal “look book” or follow a link to buy on the Diesel store right there and then.
Part of its #forsuccessfulliving campaign, the video is unusual in that it aired ahead of the catwalk — meaning users had an earlier peek into the collection to “see-now-buy-now” before the press and attendees. This is a trend that’s featured heavily in New York Fashion Week.
A video posted by Diesel (@diesel) on

Kohls | #PeterSomForKohls

A lot of brands are undecided on how to leverage Google+, because it doesn't fit neatly into one category of social media. However, Kohls has found a way to leverage the popularity of influencers to promote their Peter Som line of clothing on Google+ -- while still keeping it fun for the fans.

H&M| David Beckham |Bodywear


H&M has gained a considerable market share in Shanghai and Beijing through an aggressive store expansion programme but today most consumers recognised H&M only as a trendy fashion brand. Consumers associate H&M with a high frequency of new clothing lines at a medium-grade price range.
David Beckham Bodywear was being introduced to the Chinese market. The range is high end and more exclusive than the standard H&M product ranges. The key challenge of this activity was to build this high-end brand image in terms of quality and pricing in the minds of consumers.


David Beckham is a massive worldwide celebrity and heartthrob for many females around the world including China. In China the association of a foreign superstar celebrity to endorse products is even more unusual and has the potential to provide instant credibility for the brand and make a unique connection with the consumers. Getting up close and personal with David Beckham is the dream of many of his fans around the world. 
The strategy was to use H&M’s biggest asset - David Beckham - as the focal point of the activity. The agency wanted to leverage his personality and bring him to the centre of H&M’s world. What if Kinetic had the chance to make all of his Chinese fans dreams come true and allow them to have their photo taken with Beckham? Kinetic wanted people to become part of this story and create an emotional bond with them and so encouraged people to stand up and be counted by participating in an event. The OOH event was the vehicle to deploy a creative execution to make these dreams become a reality and social media was also used to expand the influence and build brand awareness fast.


High end premium shopping areas were selected in order to match the high-end brand positioning of David Beckham Bodywear.  Based on the insight that ladies purchase underwear for their lovers, the campaign was conducted near to the H&M store to help motivate purchase and drive the sales. A huge shopping bag, sized 5m(H) and 6m (W) was built and a half-naked Beckham was featured on the bag, large enough so that all the passersby would not miss it! One side of the bag showed a poster and another a Mega LED. The agency equipped the bag with a radar sensing system and HD camera. If consumers stood in the designated area, they would realise their dream of taking a group photo with David Beckham. The photo was instantly sent to them via email or MMS and consumers were encouraged to upload this photo to Weibo and @HMChina so that they could enter a lucky draw for a surprise gift.


The campaign attracted a massive buzz in these retail shopping areas amongst passing traffic and onlookers. David Beckham Bodywear engaged with 4,999 people during the campaign period and 2,515 photos was generated and shared on Weibo. In addition to the buzz of the event, sales at the nearest H&M store doubled during the campaign period, far exceeding client expectations.

BRAND: David Beckham Bodywear
DATE: August - September 2012

Ecco: World's longest catwalk


Shoe brand Ecco had gone from strength to strength in its homeland of Scandinavia. In Australia however, Ecco had just 3.7% unaided brand awareness. Those that were aware of the brand thought the shoes were comfortable but only 9% saw Ecco footwear as stylish. And that was a challenge area as style always came first for Australian women.  They were choosing to sacrifice comfort for that pair of heels they simply-couldn’t-live-without and resorting to a range of tactics to help take the edge off the pain.  88% of women admitted to lining their shoes with bandages or tape to protect their toes and heels. A small number even admitted to shoving toilet paper in their shoes during a night out. Ecco set out to prove to women that Ecco footwear could solve their shoe-related problems.
The key objectives were to make women see Ecco shoes as both comfortable and stylish – increasing the style perception from 9% to 15%, turn Australian women into Ecco advocates – increasing the volume of online conversations by 50% and positivity by 5%, and finally, drive a 10% YOY increase in sales.


Australian women had been conditioned by fashion brands to believe that comfort and style cannot coexist. To make it even tougher, experts were inundating women regularly with fashion and beauty claims that did not translate in the real world. This led to the consumer insight: Australian women wanted to believe that style and comfort was possible in a shoe but needed to hear it from ‘women like them’ before they could trust the claim.
The strategy was to use real women to change the conversation by giving undeniable proof that style doesn’t have to be sacrificed for comfort.


The idea was to host a chic catwalk in one of Sydney’s most iconic locations, a catwalk so long that no one would be able to fake comfort. Ecco’s catwalk event had two notable differences from a regular fashion show. The first was that the end of the catwalk couldn’t be seen and the second, that there was not a model pout in sight. Ecco’s real models smiled for the entire 2.812 kilometres as they experienced first-hand the comfort and style of Ecco shoes. Ecco then amplified their smiles to the masses through magazine and online executions plus its audience’s Facebook, Instagram and Twitter feeds.  
In the weeks leading up to the catwalk Ecco built excitement by publicly recruiting for an unusual type of model: one with absolutely no experience. Ecco’s model for the day competition allowed real Australian women to vie for a spot on the record-breaking catwalk through their social media assets. The competition winners were accompanied by other, better-known, everyday women - bloggers, stylists and fashion writers. These women were invited to walk and then talk. Each brought attention to Ecco and the world’s longest catwalk editorially.
They let their readers, clients and friends know that comfort and style can coexist - in the form of Ecco shoes.  
Exclusive coverage of the record-setting event was sold into one of Australia’s top-rating morning TV programs. In a 4-minute segment The Morning Show brought the catwalk to a broader group of Australian women, further validating Ecco’s promise of comfort and style. 


Ecco’s 2.812 km catwalk smashed the world record and grabbed media attention.  Ecco secured a 263% return on investment through the coverage alone. 35% women thought Ecco shoes were stylish. The catwalk sparked a 117% increase of online Eco conversations. The most common talking points were the record-breaking catwalk and Ecco’s latest range of shoes. Positivity of the conversations increased by 8% as women shared the good news of a shoe that is both comfortable and stylish. Ecco saw a 16% YOY increase in sales during the campaign period.

July - November 2012

    JBS Mens Underwear

    JBS Mens underwear ad with women because “Men don’t want to look at naked men.”

    Jack & Jones Fitness Club

    Using sex to sell isn't innovative, but the clever addition of a VIP club to persuade even casual viewers to submit personal information takes advantage of the viral potential of the site.

    A campaign that uses overtly sexual imagery to drive consumer engagement. It isn't big, and it isn't clever, but this online fitness studio that promotes the spring/summer collection from men's fashion brand Jack & Jones provides hours of entertainment.
    Jack & Jones is a brand for the fashion-conscious man about town. Positioned toward the premium end of the crowded high street category, it's important for a brand like J&J to keep men interested. Unsurprising then, that J&J decided the best course of action was to treat the boys to a pretty lady who would cavort about on their computer screens.
    Visitors to the Jack & Jones Fitness studio first of all choose their look from the collections on offer. Based on the premise of teach the user some exercises that will help get them in the best shape to show off their new outfit, a helpful gym instructor shows the lucky online shopper some helpful moves. In her pants.
    The premise is simple, slightly ridiculous but excellently realised digitally.
    Visitors who want to see more can visit the VIP club, with the promise of more gym class demonstrations. A pass to the VIP club can be obtained by purchasing product or submitting some personal details to a mailing list.
    Once in the VIP section, the Jack & Jones instructor offers classes in skipping, pole dancing and trampolining.  As an extra treat, the viewer can switch on options, such as slow-motion or water, to add to the experience.
    An associated Jack & Jones Fitness Studio iPhone app replicates the experience for mobile, helping users to "get in shape and ready for action".

    BRAND:Jack & Jones
    BRAND OWNER:Bestseller A/S
    REGION:DenmarkFinlandGermanyThe NetherlandsNorwaySwedenUnited Kingdom
    DATE:June 2011 - ongoing


    Horst brand identity
    Lg2boutique’s mandate was to restyle the brand platform of Hörst, a designer and maker of high-end men’s clothing. Strategic research and the perceptual axes of the competitive field helped identify an important opportunity. Amongst large international players such as Hugo Boss, Versace, Strellson, Paul Smith and Ermenegildo Zegna, seduction proved to be the most ignored perceptual axis. This insight held great potential and offered the brand a credible positioning with which to enter the high-end market.
    Horst brand identity
    Hörst’s target likes to shop and is constantly on the lookout for that little elegant or eccentric something to reaffirm his style. He is a mature man who maintains a somewhat mysterious air. Seduction, in his view, is a game. With a slight penchant for the extravagant, he is the embodiment of the modern dandy. He takes great pleasure from his lifestyle, never slavishly bowing to the dictates of fashion. Going to the barber, learning music or taking the train for business are all things he makes time for. His entire person is seductive, rising above the everyday. He is authentic.
    Horst brand identity
    The “Authentisch Mann” signature highlights the brand’s German heritage — an important differentiator in a world of fashion dominated by French, Italian and British brands.
    Lg2boutique believed that all these elements defined a position that would permit the Hörst brand to standout from the field.
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    Sephora Sensorium – Lucid Dreams from the Sensory World

    Beauty retailer Sephora and fragrance manufacturer Firmenich have commissioned The Sensorium: Lucid Dreams from the Sensory World, an interactive, multimedia experience set in a pop-up museum, designed to explore the emotions and instincts behind scent. The Sensorium features interactive and immersive installations First Scent and Lucid Dreams, developed and produced by experience design and production company The Department of the 4th Dimension (The D4D) to transport visitors into the realm of the perfumer’s imagination. The Sensorium, located in a 3,700 warehouse in New York’s Meatpacking District, launched to the public on October 15 and runs through to November 27th, 2011. Tickets are available through the Sephora website.


    Upon entering First Scent, visitors are surrounded by motion picture media inspired by custom fragrances emitted throughout the room that trigger collective emotion and connections. Dreamlike films of cutting grass, a morning breakfast and a visit to the beach correspond to fragrances Weekend Splendor, 6:01 am and Summer Vacation designed by such superstar perfume creators as Harry Fremont and Honorine Blanc. Here, elemental and unforgettable moments are manifested in an evocative cocktail of sight, smell and sound.

    Next, in the museum’s marquee event Lucid Dreams, visitors can affect beautiful suspended images inspired by Firmenich’s master perfumers. Using a high tech flower sculpture, the images transform based on the power of the individual’s sniff – triggered by the unique sound transmitted by the physical act of smelling. The D4D created each room’s architecture, including the short films, beautiful floor-to-ceiling images, glowing sniff-registering flowers and the software that drove the entire soul-stirring experience.


    The Sensorium project was developed at The D4D (The Department of the 4th Dimension) led by creative director Matt Checkowski and executive producer Ron Cicero, along with a team of architects, designers, technologists and writers.




    During the production and design of First Scent and Lucid Dreams, The D4D team worked on the visual experience with the custom designed perfumes on hand, to ensure the visual and auditory elements were a perfect fit for each scent and would combine in a journey of heightened perception. The perfumers and The D4D creative team collaborated throughout, with imagery and scent choices and changes influenced by the other during the process. The technical production of the interactive elements involved significant research and development including an examination of wind velocity and other triggers before landing on the auditory solution.

    Sensorium Dream of Hope

    Sensorium Dream of Wonder poster

    Sensorium Dream of Floating poster

    Sensorium Dream of Creation poster

    Sensorium experiences

    Levi’s Go Forth Campaign “Now is Our Time”

    The Levi’s brand introduced the first global campaign in the brand’s 138 years of history, “Go Forth - Now is Our Time” is now launching in 24 countries around the world.

    The campaign tag line is “NOW IS OUR TIME.” It presents a message that anything can happen in our life, but no matter what happens, we should accept our time and keep a positive attitude. It’s a phrase representing positive feelings of those who try to move forward in their jeans. “GO FORTH” is Levi’s brand message. Through the message, Levi’s is transmitting the spirit to survive the modern world while reminding us the pioneers who carved out the frontier (New World) in jeans during the period of development and settlement of the American West.

    Levi Strauss is running “Now is Your Time”, the latest instalment in the Go Forth advertising series, featuring “The Laughing Heart”, a poem by Charles Bukowski. The commercial, print ads and the website,, bring together glimpses of hopeful Berlin youth in an effort to inspire positive engagement with the future. The campaign, launched globally, is not yet running in the UK, due to the resemblance of some images to the current wave of riots in British cities.

    The Laughing Heart

    Your life is your life
    don’t let it be clubbed into dank submission.
    Be on the watch.
    There are ways out.
    There is a light somewhere.
    It may not be much light but
    it beats the darkness.
    Be on the watch.
    The gods will offer you chances.
    Know them.
    Take them.
    You can’t beat death but
    you can beat death in life, sometimes.
    And the more often you learn to do it,
    the more light there will be.
    Your life is your life.
    Know it while you have it.
    You are marvelous
    the gods wait to delight
    in you.

    Levi's Go Forth Now Is Our Time - Fireworks
    Levi's Go Forth Now Is Our Time - Fireworks
    Levi's Go Forth Now Is Our Time - Jeans


    The Go Forth campaign was developed at Wieden+Kennedy by executive creative directors Mark Fitzloff and Susan Hoffman, creative director Tyler Whisnand, creative director/art director Jeff Williams, creative director Eric Baldwin, copywriter Antony Goldstein, art director Julia Blackburn, producer Sarah Shapiro, agency executive producer Ben Grylewicz, with writer Charles Bukowski.
    Filming was shot by director Ralf Schmerberg at Radical Media by executive producer Donna Portaro, director of photography Daniel Gottschalk and line producer Munir Abbar.
    Editor was Tommy Harden at Joint Editorial, with post producer Ryan Shanholtzer, and post executive producer Patty Brebner. Visual effects were produced at Method Studios by VFX executive producer Robert Owens, Flame artist Claus Hansen, VFX producer Ananda Reavis. Titles and graphics were produced at W+K Studio.
    Music, “Anjos”, was composed by Julianna Barwick. Sound and music were licensed and produced at Search Party. Sound was mixed by Jeff Payne at Eleven Sound.
    Photography was by Jeff Luker and Randall Mesdon.