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Agent Provocateur launches interactive film and WhatsApp holiday campaign

Agent Provocateur has launched a new campaign for the holiday season, anchored by an interactive video based on the idea of duality and a chat-based personalised shopping initiative.

Agent Provocateur
Agent Provocateur’s new Naughty or Nice festive campaign

Agent Provocateur has launched a new campaign for the holiday season, anchored by an interactive video based on the idea of duality.

“Naughty or nice” sees two different versions of the same film captured, enabling the viewer to switch between the two by tapping their screen on a mobile, or pressing the letter “N” on desktop.

Actress Juno Temple plays the role of both personalities, one confident and knowing in a deep palette of blacks, the other more innocent and coquettish, marked by its softer shades of pink. You can see both in the video below, but head to the website to see the interactive version.

The initiative, built in collaboration with agency Cult LDN, gets a more personalised interactive boost over the coming weeks too, when Agent Provocateur launches what it’s calling the world’s first “WhatsApp Ménage à Trois”. Encouraging every women to explore her naughty or nice side, it is inviting certain shoppers, their lovers and an AP agent to have a “lusty conversation” in order to uncover their deepest desires, and wish list for the festive season.

No further detail available just yet, but it sounds like it will take advantage of the group chat function available on Whatsapp to provide a personal shopping and recommendation-based service ahead of the festive season, albeit with a little tongue-in-cheek action thrown in.

The Naughty or Nice campaign will run across the brand’s website, social media channels and stores, with each of its 120 boutiques given a ‘naughty’ or ‘nice’ theme and merchandised accordingly.


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.

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