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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…

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

6 replies on “Shoppable videos from Only Jeans and ASOS awarded at Cannes Lions”

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!

🙂 Exactly! Funny how timely in many ways the comment pieces about it doing so / not doing so are still relevant. I keep getting whispers of new shoppable videos as future etc, but each seems to fall flat in terms of actually achieving consumer engagement plus conversion – storytelling/entertainment versus shopping issue that no one seems to be able to figure out yet, even if there is appetite on both sides!

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