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Campaigns Editor's pick Retail technology

Gucci employs VR and AR experiences for spring campaign

Gucci SS18 campaign
Gucci SS18 campaign

Gucci has introduced a new digital campaign for spring 2018, featuring scannable ads, as well as augmented and virtual reality experiences.

The campaign began with a film called ‘Gucci Hallucination’, in  which the artist Ignasi Monreal, whose work is the basis of the campaign, stars as the curator of the Gucci gallery. The story sees him stepping into one of his paintings to reveal the details of a gold sequin Gucci dress worn by its inhabitant.

The Spanish artist’s surreal work now features as the backdrop to interactive store window displays, which feature animated digital illustrations. His pieces also then feature as scannable stickers on the windows that provide access to a microsite where content including downloadable wallpaper, a catalogue of Gucci products and the Monreal illustrations can be accessed.

Gucci's SS18 campaign in-store
Gucci’s SS18 campaign in-store

At 52 selected Gucci stores, customers will also receive Monreal’s artwork in the form of tickets with their purchases. This then gives them access to VR devices, which show a 360-degree panorama of Monreal’s campaign artwork.

For those unable to make it into a physical store to experience the VR artwork, 15 out of the 20 campaign illustrations also appear in print magazines and newspapers, also scannable via the Gucci app to reveal augmented reality effects on top.

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Editor's pick social media technology

Tommy Hilfiger continues digital content push with connected motorsport show experience

TommyNow Drive SS18 - gigi hadid Tommy Hilfiger
TOMMYNOW DRIVE SS18

Tommy Hilfiger launched a “behind the drive” experience as part of the digital content driving its spring 2018 TOMMYNOW DRIVE show; in doing so adding a layer of immersive storytelling to the motorsport-themed proceedings.

Guests at the Milan Fashion Week show could scan QR codes that allowed them access to exclusive video and photo content, such as the evolution of the capsule collection and the process of developing an actual Formula 1 Mercedes-AMG Petronas Motorsport racing car.

The motorsport theme was a tribute to Tommy’s long time love of racing, and a partnership with Formula 1 World Champions Mercedes-AMG Petronas Motorsport. It was also the theme of the brand’s latest TommyxGigi capsule collection with supermodel Gigi Hadid – a celebration of speed, from Tommy’s love of racing to Gigi’s fast-paced lifestyle.

The occasion marked the brand’s fourth in-season runway show, building upon its now signature see-now, buy-now format. All runway looks were available to buy immediately on shoppable channels across 70 countries.

There were also various other connected content experiences. As with previous seasons, the TOMMYNOW SNAP app was employed, using 2D and 3D image recognition technology so users could take a photo of any item (in store, online, on the runway or on the street) and shop it instantly at Tommy.com. For spring 2018, the TOMMYNOW SNAP app was also able to recognize any men’s or women’s style and present behind-the-scenes footage of the item’s deign process.

The TOMMYNOW DRIVE F1 race simulator
The TOMMYNOW DRIVE F1 race simulator

The 2,000 plus guests were otherwise immersed into TOMMYNOW DRIVE in real-life as well; entering through a futuristic tunnel and portrait station, while being surrounded by real racing sound effects and LED light installations. Guests could also experience an F1 race simulator and an F1 pit stop challenge.

The brand also continued to offer its AI-powered chatbots, TMY.BOY and TMY.GRL, on Facebook messenger, providing celebrity styling advice through video content of influencers sharing their favorite collection looks.

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Campaigns social media

Anya Hindmarch kicks off LFW with city-wide love installation

Anya Hindmarch Chubby Heart at Wellington Arch, on Hyde Park Corner, London
Anya Hindmarch’s Chubby Heart at Wellington Arch in London

British designer Anya Hindmarch has sent out a love letter to the city of London, in the form of giant ‘chubby hearts’ that will be suspended above, or squashed within a series of 29 London landmarks.

The hearts serve as a declaration of love for the city. After emerging on February 14 for Valentine’s Day at Wellington Arch on Hyde Park Corner, and as a video takeover on Landsec’s Piccadilly Lights outdoor billboard for 40 seconds, they will now be travelling around the city throughout London Fashion Week. Each evening the balloons disappear, only to re-appear at a new landmark in the morning, so that as many people as possible will get to enjoy the spectacle.

Hindmarch designed the balloons, inspired by her SS18 collection, which includes chubby, cartoon-like bags and this is where the name came from, as she wanted to bring the same fun and playfulness to this project.

The designer said: “The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoners and its visitors. Tying giant helium filled Chubby Hearts on to buildings all over the city is simply a ‘surprise love letter to London’ as a tribute to its strength and to celebrate our amazing creative city.”

Chubby Hearts by Anya Hindmarch
Chubby Hearts by Anya Hindmarch

The mayor of London, the British Fashion Council, the City of Westminster, councils, landowners, businesses, districts and the Civil Aviation Authority came together to create this project.

Ocean Outdoor is also supporting the campaign on other screens across London, including in Leicester Square and at both Westfield shopping centres.

The Mayor of London, Sadiq Khan, said: “As London Fashion Week showcases the capital to the world, these huge heart balloons animating our great spaces and architecture will show once again that London is open to talent and creativity and gives it a warm welcome.”

Councillor Robert Davis MBE DL, deputy leader and cabinet member for business, culture and heritage at Westminster City Council, added: “Love is traditionally in the air on Valentine’s Day, and will be quite literally over our many famous landmarks as the inflatable chubby hearts rise into the air for the day. What better way for Londoners and our many visitors to celebrate our love for the capital and the West End.”

You can follow the hashtag #chubbyhearts on Instagram to receive updates from each location, or visit the website to see the schedule and map.

Chubby Hearts mapped out across the city
Chubby Hearts mapped out across the city
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e-commerce Retail

Ganni pays homage to Copenhagen with souvenir pop-up shops

Ganni's souvenir pop-up store
Ganni’s souvenir pop-up store

Danish brand Ganni is set to open three souvenir pop-up stores following fashion weeks in Copenhagen, New York and London.

Each store will sell limited edition Ganni branded, traditional souvenirs, such as keyrings, posters and bottle openers, all of which are heavily influenced by everything Copenhagen. The pop-up stores will also sell exclusive hand-painted ceramics displaying iconic local imagery and a ready-to-wear collection, also inspired by the city.

“With the souvenir pop-up shop we’ve turned our love affair with Copenhagen into a literal manifestation in the shape of merchandise. A traditional, and let’s be honest, often ridiculed medium, but with the help of artist Ana Kraš we’ve given it an artistic bordering pastiche point of view of Copenhagen,” says Ditte Reffstrup, creative director at the brand.

Ganni's souvenir pop-up store
Ganni’s souvenir pop-up store

The stores pay homage to the city and the endless inspiration it has provided the brand. Kraš shot some of Ditte and her husband Nicolaj’s favourite things – including bicycles and angels – to feature on some of the merchandise as well as in the latest collection.

The first pop-up opened in Copenhagen on January 31 and will remain until February 4. The store moves to New York from February 8-16, and in London on February 14 where it will take up residence at Selfridges.

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Editor's pick film

Six of the best animated ads this Christmas

Barbour's Christmas 2017 ad: The Snowman and the Snowdog
Barbour’s Christmas 2017 ad: The Snowman and the Snowdog

Over the past decade, UK department store John Lewis has established itself as a source of eagerly anticipated Christmas adverts. Intensely human in their application, it’s the emotion they engender that wins over the hearts of the nation time and time again.

What’s interesting however is that often they’re not really focused on the humans in them at all. Nearly all of them have equally included some level of CGI or animated work, from bears to foxes, snowmen to penguins. This year, it’s a monster living under the bed called Moz and the tale of his unlikely friendship with a young boy that’s generating millions of views.

Whether you like this particular iteration or not, there’s no denying John Lewis’s impact in the space. This year, there are more animated ads than ever; many of them likewise focused on some warm and fuzzy feelings.

Read on for a round-up of six other animated ads that have caught our eye…


Barbour


Barbour continues its partnership with The Snowman and The Snowdog for the second year, introducing a short campaign that follows young boy Billy into adulthood with his family. Included are his wife, his daughter and the now elderly dog, as well as the returning snowman himself. Original footage from the animated film, which was released in 2012 to mark the 30-year anniversary of The Snowman, is featured in the ad alongside 45 seconds of new content.


Tiffany & Co


This animated ad follows a wooden artist’s mannequin in a snowy landscape discovering various Tiffany & Co products in the snow; a diamond encrusted key, a ring adorning a tree and a bracelet around a rabbit’s neck. Throughout the tale, a big snowball is rolling around, eventually doing so over the mannequin until it breaks apart to reveal the best gift of all; the classic Tiffany blue box.


David Jones


This documentary style campaign from Australian department store David Jones, follows an animated gingerbread man as he leaves his home for a backpacking adventure, collecting gifts for his family along the way. He travels through London, Paris and New York, before being knocked over by a dog and falling into pieces. However, hope is not lost, as a confectioner finds and reassembles the traveller, and sends him home where he and his family embrace within the window of the storefront in Sydney. The David Jones Christmas windows are always eagerly awaited in Australia, and this advert cleverly revealed their theme.


Jigsaw


This fully animated ad from UK store Jigsaw follows the story of two neighbours who leave gifts anonymously for each other every Christmas under the tagline “Together through the years”. One year however, the boy, now fully grown, goes to leave a gift at his neighbour’s house and finds she no longer lives there. Fortunately she returns to deliver him his present and tell him where she has moved. Soon he is at her new door with another gift of his own. The closing line for this advert is “Be together this Christmas”.


Christian Louboutin


In this playful advert from Christian Louboutin, when a female homeowner leaves her house, all of the baubles on her tree magically come to life. They dance around the tree unwrapping gifts and playing with what is inside (including various Louboutin gifts). When they hear her getting home they then hastily fix up the decorations and jump back into place just as she enters to see all of her shoes unwrapped and adorning her tree.


Marks & Spencer


M&S presented a family-oriented campaign this year based on a story about Paddington Bear the night before Christmas. Tied into the launch of the Paddington 2 film, this exclusive tale sees the young bear accidentally discovering a burglar (and mistaking him for Father Christmas), then going from house to house redelivering the stolen gifts.

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Editor's pick film social media

M&S turns to Paddington Bear for a fully integrated Christmas campaign

Marks & Spencer's 'Paddington and the Christmas Visitor' campaign
Marks & Spencer’s ‘Paddington and the Christmas Visitor’ campaign

Marks & Spencer has launched a Paddington Bear-themed Christmas campaign in an attempt to reach a broader family audience this holiday season.

The ad, which ties to the launch of the Paddington 2 film, tells the tale of Paddington Bear waking from dreams of his favourite marmalade, to the sound of a burglar in his room. Mistaking the red-clad thief for Santa Claus, he inadvertently saves Christmas by re-delivering the stolen presents.

The 90-second spot by Grey London was made to appeal to the whole family instead of the usual target of “Mrs M&S”, who was the focus for 2016’s Mrs Claus campaign. It aims to make a more emotional connection with viewers than in previous years. As the lead characters watch a family opening their presents, for instance, the thief tears up, before being given a marmalade sandwich by the ever-generous Paddington.

“We’d been talking about using our family credentials to leverage growth for a while. We loved the notion of two major British icons coming together and Paddington was the ultimate family character,” Rob Weston, head of marketing at M&S, told The Drum.

Given Paddington is recognised as an iconic British character, continuity in his character was critical for the campaign, according to Vicki Maguire, chief creative officer of Grey London. Simon Fanaby, who co-wrote Paddington 2, wrote the ad with the Grey London team, and the same actor who voices him in the films, voiced the bear for M&S. The ad was directed by Daniel Kleinman, who is known for the James Bond title sequences. The whole process took over four months, with every care taken to ensure Paddington was kept in character.


In a broader sense, the campaign ties into Marks & Spencer’s “Spend it Well” tagline launched in May, which encourages shoppers to focus on the people and experiences that really matter. This line is accompanied by the hashtag #lovethebear for the season, which is a connection to the multimedia fluency of the campaign and the fact Weston calls this M&S’s “most joined up campaign ever”.

The spot itself was debuted on social media, but will also live on TV and in cinemas ahead of every screening of Paddington 2. There are also various free screenings of the film for M&S’s Sparks loyalty members.

The concept also extends to a much wider integrated campaign however. Paddington Bear will appear in store as the focus of the retailer’s window displays and feature in 90 themed products, including toys, on pyjamas and in the marmalade in M&S Foodhalls. The spirit of the campaign will further come to life in-store as designated ‘moment makers’ deliver random acts of kindness to customers.

This is also the company’s most personalised campaign, with numerous stores containing “personalisation stations” this Christmas, where shoppers can personalise gifts such as baubles or t-shirts for friends and family.

Adding to the interactive experience, the ad has been made into a £3 children’s book that will see all profits donated to the NSPCC.

Online, there is also an interview with Paddington Bear on the retailer’s Style & Living hub, alongside downloadable marmalade recipes.