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Ted Baker thinks 360-degrees literally and figuratively in latest seasonal campaign

Ted Baker's Keeping Up With The Bakers campaign
Ted Baker’s Keeping Up With The Bakers campaign

You’d be hard pushed to find anyone thinking about campaign integration quite so much as British fashion brand Ted Baker these days. Its latest campaign for the season includes everything from a 360 VR experience, to an interactive window display, a shoppable video, over 2,000 different assets for social media, a contest-led Instagram Stories initiative and a digital look book.

And that’s just the half of it.

Keeping Up With The Bakers, as the initiative is called, centres in on a young family living on Tailor’s Lane – a (pun-intended) fictional street that is reminiscent of something between Stepford Wives and Pleasantville – a sort of suburban utopia with a strange undercurrent.

That feeling is represented in the 360-degree video more than anywhere else – a combination of stills and cinemagraph-like animations, it sees each of the looks displayed on the characters available to shop, all the while all sorts of other activity and hidden content takes place around it. A girl waves from the window, a car boot opens, a shadow passes in the doorway, the fire flickers, an oven opens, the washing line rotates, and more.

Ted Baker's Keeping Up With The Bakers shoppable campaign film
Ted Baker’s Keeping Up With The Bakers shoppable campaign film

Gail Dobinson, global head of marketing and PR at Ted Baker, says the team learnt lots from its holiday film Mission Impeccable about doing shoppable content well. On the one hand, the clarity of the clothing needed to be stronger, she explained, while consumers also wanted to be able to save just one part of a look and not the whole thing. Both of those factors are represented this season.

The creative work was no mean feat either – the team built the entire set, including the kitchen, garden, supermarket and more. Done in partnership with Happy Finish and Wirewax, the film is available on TedBaker.com as well as exclusive UK and US partner sites ASOS.com and Nordstrom.com. The VR version meanwhile is presented via Google cardboard, of which Ted Baker is distributing 20,000 in key stores, though the resulting content is not shoppable.

Ted Baker's Keeping Up With The Bakers interactive store windows
Ted Baker’s Keeping Up With The Bakers interactive store windows

In-store the brand has then teamed up with Nexus Studios’ Interactive Arts division to create interactive windows that invite passers-by to peek into the Bakers’ private affairs. By placing their hands onto palm print sensors on the windows, they will trigger cameras that catch them in the act and composite their images onto elements of the window set including a television, window and portrait on the wall. Facial recognition technology has been utilised to make that a reality without a green screen background.

Simultaneously, the same photo will be composited onto an emblematic image from the ‘Meet the Bakers’ world and will be published on the Ted Baker website. From there users will be able to share it across social media channels.

Over on Instagram meanwhile, Ted Baker worked with longtime digital agency partner Poke once again, to invite users to complete daily challenges through the Stories feature. That part of the platform particularly, was turned into a “neighbourhood gossip channel”, with episodic content making the story into somewhat of a soap opera.

Ted Baker's Keeping Up With The Bakers Instagram Stories integration
Ted Baker’s Keeping Up With The Bakers Instagram Stories integration

All in, Dobinson said the team used 2,000 assets across channels, edited down from near to 8,000. Each platform was thought about individually so as to ensure the creative work fit within the specific parameters each one entails. “In the past we would have retrofitted to channels, but all is now really thought out before and integrated across the board,” she said. It really is about thinking 360-degrees in every sense.

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Editor's pick film social media technology

John Lewis introduces #BustertheBoxer Christmas campaign with VR and Snapchat supporting activity

#bustertheboxer
Buster the Boxer – John Lewis’ 2016 Christmas campaign

“2016 has certainly been quite a year, so we hope our advert will make people smile,” says Craig Inglis, customer director at John Lewis on the launch of its much-awaited Christmas campaign.

And smile it does. Set to a cover of the song “One Day I’ll Fly Away” by Vaults, it tells the story of a little girl called Bridget who’s obsessed with bouncing, alongside her boxer dog, Buster, who likes to follow in her footsteps.

That’s not all however, #BustertheBoxer as the ad is called, sees all sorts of wildlife (two foxes, a badger, a squirrel, and a hedgehog) coming to life in the two-minute film as they take to the trampoline Bridget’s parents are giving her for Christmas, overnight. “Gifts that everyone will love,” is the message behind it.

“It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas,” Inglis adds. It was once again created by advertising agency adam&eveDDB, and directed by Dougal Wilson, who was also behind 2011’s The Long Wait, 2012’s The Journey, and 2014’s Monty’s Christmas.

The direction of it isn’t a complete surprise, however, after teaser videos were run via Twitter for the ad on an account called @Bouncing2016 and using the hashtag #BounceBounce.

The campaign otherwise comes to life in the retailer’s Oxford Street flagship store where shoppers can enter the world of Buster and his friends via a virtual reality experience using Oculus Rift. There’s also a 360-film available using Google Cardboard in the same space, or via JohnLewis.com and YouTube (as below).

Furthermore, until midnight tonight, John Lewis has a sponsored Lens on Snapchat. In selfie mode, users can access a bespoke augmented reality design that transforms their faces into Boxer, while snow falls around them and hedgehogs and squirrels dart across the screen when they raise their eyebrows. The company is also using Snapchat’s geolocation tool, enabling customers visiting any of its 48 stores to add a themed filter to their pictures.

Until Sunday 13 November, customers will also be able to use bespoke Twitter stickers so they can personalise their own photos with Buster and his friends.

The campaign supports The Wildlife Trusts as its charity partner this year, and sees various stuffed animals and other merchandise related to Buster and his friends for sale. It will air on ITV at 9.15pm this evening and otherwise be found via YouTube and www.johnlewis.com/christmas-advert. Sky customers can also access a “making of” film and bespoke content about British Wildlife, presented by Wildlife TV presenter Patrick Aryee, via the On Demand homepage and Sky Go.

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Editor's pick film technology

Shinola focuses on storytelling in amusing 360-video with Luke Wilson

Shinola
Luke Wilson in the Shinola 360-degree factory tour

If you haven’t noticed, there’s a big obsession going on with 360-degree videos on Facebook (and elsewhere) these days. Forget those basic experiences just showing you inside a showroom, sat on a catwalk or enjoying a certain inspiring view, however, those doing it really well are focusing on storytelling.

Front and centre is Shinola. The Detroit-based company has introduced a new immersive video that provides a tour of its factory complete with entertaining narration and guidance from Luke Wilson.

The actor/director worked with brother Andrew Wilson, and creative studio Reel FX to provide an eccentric, and oftentimes clumsy view on life inside the maker of watches, bicycles and leather goods. He explores various different rooms, chats to certain members of the team, cycles around the space and trips over various boxes, all the while looking to recruit people for his Shinola sports teams.

Combined, the experience takes the idea of behind-the-scenes tours to the next level – moving on the bland perspective, both in single-view and more recently in the 360 (or virtual reality) space, by introducing a heavy dose of personality to the proceedings.

Shinola 360-video
Behind-the-scenes with Andrew and Luke Wilson on the Shinola 360-video

“In 2012 we built a watch factory in Detroit and called it our home. The city and the people who assemble our products are at the core of everything we do. This film allows those who cannot make a trip to Detroit to take a peak into why we chose Detroit and what drives us everyday. The combination of Luke’s sharp humor and this new technology was the perfect match to express the brand in a way that is both fun and informative,” said Shinola CMO, Bridget Russo.

That new technology refers to the fact the team used the new Nokia OXO camera, which is touted as the first VR camera purpose-built for professionals by making use of real-time HMD monitoring to streamline camera placement and shot composition.

That, combined with Reel FX’s proprietary postproduction workflow tools, allowed the team to spend their time on the creative process, rather than the technical challenges often inherent in the emergence of this style of filmmaking, reads the write-up.

A separate making-of video, which features the original track “Detroit Seal” by Pato Motown, takes a closer look at this in action. The 360-degree film is available in select Shinola retail stores, on Facebook Live and on the brand’s dedicated landing page. There is no detail about whether the team are activating the 360-video with virtual reality headsets in store, but it would certainly be viewable as such.

Shinola 360-video
Behind-the-scenes on the Shinola 360-video
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Editor's pick social media technology

Streetwear brand unveils lookbook using Google Street View tool

Onemeth_googlestreetview

Numerous fashion brands have taken to exploring online platforms in novel and inspiring ways of late. Misha Nonoo used Instagram as a means of showcasing her spring/summer 2016 show, for instance, while Diesel hit Tinder in order to drive engagement around its autumn/winter 2015/16 campaign.

Now, Google is getting a turn, or more specifically its Street View tool is. Canadian streetwear brand OneMeth (created by digital agency OneMethod) has used the tech giant’s virtual “See Inside Tour” to unveil its latest collection.

The nine-piece line was shot in 360-degrees in the company’s office by design studio Virtuo360, and then uploaded to Google Street View where it can now be fully explored up close through the interactive maps.

As AdWeek writes: “Navigation can be tricky, as it often is with Street View interiors, making the project feel like more of a stunt than a real innovation in how to look at clothes.” But it is of course a nice experiment given how monotonous new lookbooks can otherwise be.

Said Max Sawka, associate creative director of OneMeth: “We’ve seen many great brands experiment and evolve the actual content of fashion lookbooks, but we haven’t really seen too many challenge the format.

“When we landed on Google Street View as a new way to introduce our line, everything clicked. It offers viewers an incredible virtual experience with the clothing, like you can almost grab the gear. We’d love to look at playing in this space again in the future and evolve what we did with this lookbook.”

Take a look and have a play with some of the collection below…

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digital snippets social media

All the digital highlights from #NYFW: 360° live-streams to Twitter trolls

It might have been the season that everyone played with Twitter’s new video-sharing app, Vine, but so too were there numerous other digital happenings around this New York Fashion Week. Here are the highlights:

KennethCole_Smartphone_NYFW

  • Tommy Hilfiger hosted a display featuring real-time updates from backstage, as posted on Twitter here and here
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social media technology Uncategorized

Topman live-stream to offer fans 360° augmented experience

Topman Design spring/summer 2013

Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.

The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.

As with the company’s Topshop Unique show in September, fans will also be able to “shoot the show” to instantly share images with their friends across social channels. The hashtag being pushed is #Topman360.

“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.

The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.

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technology Uncategorized

Burberry World Live launches with immersive 360-degree experience in Taipei

Burberry kick-started the first in a series of global events last night with a multisensory experience in Taiwan that combined the brand’s pillars of British heritage, weather, music and fashion.

Staged in a custom cylindrical space, it included an eight-part 360-degree film featuring hologram Burberry models, digital rain that seemingly poured from the ceiling, and a live performance from British musician Tom Odell. The initiative follows on from the brand’s tech extravaganza in Beijing in 2011, and likewise celebrates the opening of a new flagship store; this time in Taipei’s 101 shopping centre.

Burberry World Live, as the series is being called, will now tour to other cities, including London, Hong Kong and Chicago.

“We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” said chief creative officer Christopher Bailey.

See the video below:

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Uncategorized

Louis Vuitton show to offer panoramic digital experience

Wednesday’s Louis Vuitton show will see consumers offered greater digital access than ever before with a complete panoramic view of the venue.

On www.fashionshow.louisvuitton.com (which is also accessible via the iPad and iPhone) as well as on the brand’s Facebook page, fans will be able to explore both the show and backstage through the eyes of a camera that captures a fully panoramic view of its surroundings.

You’ll be able to look in any direction and explore the room as though you’re actually there. Exclusive behind-the-scenes access will also be made available.

The show will be broadcast live on Wednesday, March 9, at 10am (GMT +1). It will also be possible to return and re-watch the digital experience over the following weeks.

The initiative ties in with the brand’s “commitment to feature purely editorial content through social channels”. It follows in the footsteps of launches such as last year’s 360° view of runway styles and the iPhone app Amble.

Emphasising the luxury company’s commitment to digital, I even like the fact the company’s press release ends with six social media links:

“Stay connected with Louis Vuitton at:
www.facebook.com/louisvuitton | www.twitter.com/LouisVuitton_HQ
www.youtube.com/louisvuitton | www.foursquare.com/louisvuitton
www.louisvuittonamble.com | http://u.youku.com/louisvuitton

Good effort.