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Campaigns Editor's pick product

Heist promotes new shapewear by encouraging consumers to ‘rip off’ their old spanx

Underwear brand Heist Studios is encouraging customers to ‘rip off’ their old shapewear and send it to the brand in exchange for its own alternative, a new product called The Outer Body.

Launching today, the ‘shapewear amnesty‘ is asking people to send in their old spanx, with the first 250 customers who do so being rewarded the Heist alternative for free.

The initiative is part of a wider campaign that promotes the new product as “Shapewear you won’t want to rip off” due to its breathable, comfortable and wearable design. “We spoke to hundreds of women, we read forums, we shared personal stories and a recurring experience kept coming up: the need to get out of and rip off the shapewear being worn under an outfit,” Heist remarked.

The negative stigma surrounding traditional shapewear is also translated in an OOH campaign launching across London which features imagery of redundant shapewear being ripped away to reveal Heist’s The Outer Body. The aim of the campaign is to get “people to understand the unnecessary discomfort and frustration around wearing shapewear by giving them the opportunity, in an open space, to physically rip it off,” explained the brand’s art director Lucy Gabbie. This is Heist’s first outdoor campaign since rebranding last October, therefore “the perfect opportunity to do something really subversive and bold,” added Gabbie.

The campaign follows a pre-launch marketing activity titled #NOTHANX which saw comedians such as Celeste Barber struggling whilst trying to squeeze into traditional shapewear in a series of videos posted online.

The Outer Body was developed under the helm of Heist Studios’ new VP of innovation, Fiona Fairhurst, who recently spoke to the Current Global’s Innovators podcast about how she is designing underwear by finding a balance between science and emotion.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more. 

Categories
Campaigns technology

Emporio Armani creates life-like 3D printed ad

A new outdoor advertising campaign from Emporio Armani has turned to 3D printing to make its designs come to life.

The ad features a 3D version of the model’s right leg extending out of the billboard, making it seem as though she is stepping into the real world.

The effect was created by an Italian 3D printing and industrial photography company called Colorzenith, which printed the foot and a partial leg to then attach it to the billboard.

The company explains that for the project it used a Gel Dispensing Printing (GDP) technology, which differs from the more mainstream application of other polymer-based 3D printing processes.

Out of home advertising is getting a new lease of life in a digital-first world, with other brands increasingly using the medium in innovative ways.

For example last year Adidas Originals launched a campaign to promote the launch of its P.O.D. shoe, for which it set up a series of personalized outdoor ads in Los Angeles and New York, which each spoke individually to a group of influencers.

While this is new territory for Emporio Armani, the label has been expanding its focus on lifestyle and hospitality, having very recently re-launched its Empori Caffè and Ristorante in Milan, which now sits in the same building as the Armani Hotel and the Emporio Armani megastore.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

Categories
Campaigns social media

CGI model Lil Miquela’s latest ad is for UGG

Lil Miquela for UGG

Digital model Lil Miquela is joining a roster of real-life influencers, such as model Adwoa Aboa and streetwear designer Heron Preston, for UGG’s 40th anniversary campaign.

According to the brand, the computer-generated model, whose full name is Miquela Souza, represents an “entire generation that is revisiting identity, reality and storytelling”. In the ads, she is seen against the same surrealist backdrops that other models in the campaign are photographed in, as if to blend seamlessly among the cast.

Created by Los Angeles-based startup Brud, the avatar straddles the line between digital and offline, and resurfaces the question of what the future of fashion influencers is. Similar to her real-life counterparts, however, Lil Miquela represents more than just a pretty face, as she has used her online platform to advocate for causes such as body positivity, immigration and most notably, the Black Lives Matter movement.

British model Aboa, on the other hand, is also the co-founder of Gurls Talk, an online platform for young women to discuss important issues pertaining to their lives, such as sexuality and self care.

For now, the use of CGI models seems more closely linked to the good publicity it brings rather than pushing a bigger conversation.

Back in 2016, Louis Vuitton was the first to deploy a digital model when “Final Fantasy” character Lightning posed for its S/S 2016 campaign; earlier this year, Prada enlisted Lil Miquela to promote a series of Instagram Stories stickers and GIFs alongside its Fall 2018 collection; and most recently, Balmain replaced its usual cast of supermodels with three virtual influencers.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

 

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Campaigns Editor's pick film technology

Moncler explores emotional intelligence with Sophia the Robot

Moncler - "Emotional Intelligence"
Moncler – “Emotional Intelligence”

Moncler has enlisted Sophia the Robot to launch a digital campaign exploring the relationship between man and machine.

The campaign, which was developed by the New York Times’ creative agency T Brand Studio, promotes the label’s newest collection under the Genius line, this time by Japanese designer Kei Ninomiya. In the short film, Sophia is accompanied by actress and musician Ryan Destiny in a garden, exploring the definition of friendship.

“Sophia’s presence catalyzes new questions about the future of the social zeitgeist,” reads the accompanying copy. “In a new age of art and technology, will A.I. beings — all far more advanced than Sophia — become our friends? Will they develop their own capacity for thought and free will?”

The choice of Sophia comes down to not only its realistic features, but how it was conceived in the first place: the robot has been developed to portray emotions and warmth, not too dissimilar from a real human.

Moreover, the man versus machine theme is particularly relevant to Ninomiya’s collection as its clothing merge traditional origami traditions with futuristic designs, thus converging craft and technology.

The short ad campaign is available to watch on Moncler.com and through paid advertising on Instagram Stories.

This is Moncler’s sixth iteration of the Genius line, which takes inspiration from the ‘drop’ model made popular by streetwear labels, where merchandise is released on a recurring basis, rather than the traditional seasonal retail model. In following suit, the Italian brand hopes to engage with a younger generation who has become accustomed with having faster and more differentiated access to fashion.

As for Sophia the Robot, the humanoid has quickly catapulted into pop culture for its extensive coverage across TV and print. Earlier this year, it graced the cover of UK-based Stylist magazine, which dedicated an entire issue to machines. In June, TheCurrent’s founder Liz Bacelar interviewed her on stage at Impact festival in Krakow, Poland.

This month, the Italian luxury label also launched Moncler Beyond, a wider advertising initiative highlighting 19 men and women who are “pushing the limits”, including British actor John Boyega and Stranger Things star Millie Bobby Brown.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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digital snippets e-commerce product Retail social media sustainability technology

ICYMI: Facebook in crisis, AR unboxing from Adidas, ASOS’ new online sizing feature

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A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • What the Facebook crisis means for fashion advertisers [BoF]
  • With virtual ‘unboxing’ site, Adidas Originals looks to shake up sneaker drops [Glossy]
  • ASOS’s new sizing feature just made shopping a whole lot better [Refinery29]
  • Everlane’s five tactics for winning at physical retail [BoF]
TECHNOLOGY
  • eBay uses augmented reality to help sellers find the right box for their product [VentureBeat]
  • Blockchains could upend the fashion business [BoF]
  • Google’s new experiment lets you tag digital graffiti in the real world [Co.Design]
SUSTAINABILITY
  • Wrangler’s suppliers to adopt new water-saving technology [WWD]
  • How fashion and beauty people really feel about packaging waste [Fashionista]
  • The Great Pacific Garbage Patch isn’t what you think it is [NatGeo]
RETAIL & E-COMMERCE
  • The rise of experiential commerce [TechCrunch]
  • How 3 growing niche brands are simplifying e-commerce [AdWeek]
  • John Lewis offers in-app personal stylists and H&M a nailbar as part of a move to ‘experiential retail’ [InternetRetailer]
  • Walmart’s e-commerce CEO explains why its many acquisitions will help it reach millennials [AdWeek]
  • Starbucks launches ‘Tryer’ location to encourage new ideas [RetailDive]
  • Depop marketplace headed to physical retail in LA, NY [WWD]
  • India’s e-commerce market is exploding—and how [QZ]
MARKETING & SOCIAL MEDIA
  • Glossier’s customer obsession is about stirring up conversation [RetailDive]
  • Winona Ryder and Elizabeth Olsen dance in the streets of Buenos Aires in latest H&M ad [Campaign]
  • Pinterest thinks the future lies in visual discovery—and wants retailers to take notice [AdWeek]
  • Snapchat is doling out free stats to brands on how many users visit their locations [AdWeek]
PRODUCT
  • Zips. Toggles. Pumps. The end of shoelaces? [BoF]
BUSINESS
  • Is dry cleaning dying? [Racked]
  • Louis Vuitton names Virgil Abloh as its new menswear designer [BoF]
  • Kim Jones appointed artistic director at Dior Homme [TheIndustry]
  • Zalando entering the beauty market both off and online [WWD]
  • Rent the Runway’s “wardrobe in the cloud” is opening up to other clothing brands [FastCompany]
Categories
Editor's pick film

Prada returns with sequel of The Postman Dreams short movie series

Elijah Wood in Prada's new The Postman Dreams 2 film series
Elijah Wood in Prada’s new The Postman Dreams 2 film series

Prada has released a second series of short movies written and directed by acclaimed filmmaker Autumn de Wilde for the holiday season.

The Postman Dreams 2, which hones in on the Prada Galleria bag, is a follow up to the series of the same name and Prada’s first project with de Wilde, which debuted in 2015. This time around it sees four humorous and whimsical films, the first two of which have already been released – The Bogey and The Troublemaker.

Hollywood actor Elijah Wood stars as the postman in each, but the real protagonist is indeed the bag, which features as a key plot-point in all of the creative work, as well as the thread that ties the four together.

In The Bogey, for instance, actress Emma Roberts plays herself being interrupted on set by the postman delivering her Galleria bag. The title is drawn from the Hollywood vernacular for an individual breaching the set and walking through a shot while the camera is rolling. Wood therefore is indeed the unwitting bogey on this occasion.

In the second, Wood is in pursuit of Sasha Frolova in order to give her the gift, resulting in a hot chase around a stadium to do so. Drawing on the screwball comedies of the 1930s, Prada refers to this as an absurdist cat-and-mouse game.

“These films are a fantasy to be indulged. A gift to be enjoyed,” reads the write-up, referring to de Wilde’s work as offering a touch of daydream and moments of pure surreal wit.

“De Wilde devises her own imaginary vistas and mise en scène, inspired not just by her own obsessions but those of others. Desire, pleasure, eventual satisfaction – these are the underlying themes of these non-sequential, fabulist chapters,” the team explains.

The last two episodes, which are coming soon, are called The Punch and The Elevator.

Categories
film social media

Debenhams hits a fairytale homerun with #YouShall Christmas campaign

Debenhams #YouShall Christmas campaign
Debenhams’ #YouShall Christmas campaign

Cinderella is the inspiration behind department store Debenhams’ Christmas campaign this year, with a classic fairytale ending given a modern shopping spin.

#YouShall is all about a woman who loses her shoe from her shopping bag, and a man on the train who tries to find her to return it. Hashtags and social media are used in the journey of rediscovery, but ultimately it’s a chance re-encounter that seals their fate.

Created by J. Walter Thompson London and narrated by actor Ewan McGregor, the ad is Debenhams’ bid to focus on emotional storytelling, stepping away from its more practical focus in its previous “Found It” ads.


“There is an expectation that all brands, but retailers in particular, will create storytelling content to entertain and reward. We weren’t in the game on that. This campaign builds on the insight that led to Found It but adds an extra layer of magic and enchantment,” said marketing director Richard Cristofoli.

The hope is this new ad will “seduce and inspire” shoppers. It will live across digital and on TV, as well as feature in store. “Clock strikes 12” moments, will see employees playing fairy godmothers by handing out surprises at noon each day, including gift cards, free meals and cups of coffee. Its personal shoppers will also be involved, becoming gift finders for customers.

Selfie stations, meanwhile, will enable shoppers to snap and share their own fairytale moment, while the £99 Jenny Packham shoe featured in the film will be on sale with each pair including a signed card from the designer.

Categories
Editor's pick film social media technology

John Lewis unveils #MoztheMonster Christmas campaign with Google Home and Facebook AR tie-in

John Lewis's #MoztheMonster Christmas campaign
John Lewis’s #MoztheMonster Christmas campaign

The much-anticipated John Lewis Christmas film from Adam&Eve/DDB has been revealed, this time featuring a friendly monster called Moz alongside all manner of interactive campaign components.

#MoztheMonster, which was produced by award-winning film director Michel Gondry, best known for Eternal Sunshine of the Spotless Mind, tells the tale of an imaginary creature that lives under the bed of a little boy called Joe.

As with many of John Lewis’s annual campaigns, it follows a similar formula of friendship with a heartwarming ending. Following a round of snoring and farting, Joe and Moz play together every night until it all gets a little too much for the former and he can barely stay awake during the day. Moz comes up with a solution in the Christmas present he then gives him – a night-light that takes away the monster whenever he needs it to.

The soundtrack to the film is a cover version of The Beatles’ Golden Slumbers by Elbow.


“This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships,” said Craig Inglis, John Lewis’s customer director. “Moz and Joe’s story is magical and heartwarming and I’m sure it will be loved by all of our customers, young and old.”

As with previous years, the film itself is only one part of a much wider integrated campaign. John Lewis first started teasing it with short #underthebed clips on social media, alongside changing some of its store signs around the country so that the “o” and “e” of its logo were eyes instead.

Innovative approaches this year then further include a partnership with voice activation device Google Home, through which users can download and personalise the story with their own sound effects. The story, which is read by actress Sally Phillips, can also be downloaded on the John Lewis website and via Sky boxes.

John Lewis's #MoztheMonster Christmas campaign teased in its store logo
John Lewis’s #MoztheMonster Christmas campaign teased in its store logo

The retailer has also become one of the first to make use of Facebook’s new augmented reality feature, enabling fans the ability to “Mozify” their faces. In 10 stores around the country, they can also do so in person at a Monster Maker station. At Johnlewismonstermaker.com, meanwhile, there’s an interactive experience where users can customise their own version of Moz – changing his shape, colour and smile, before adding their own scribbles all over him and choosing their favourite “fart” sound. He then dances depending on which area you press on him.

Further in-store activations include “the world’s first farting and snoring window” on Oxford Street, and a range of merchandise including toys, mugs, pyjamas and more. Proceeds of the sale of certain items go to charity partner Barnardo’s.

Customising our own version of John Lewis's #MoztheMonster
Customising our own version of John Lewis’s #MoztheMonster

Categories
Editor's pick film

Kate Spade returns with comical #MissAdventure holiday film starring Anna Faris and Rosie Perez

Kate Spade's latest #MissAdventure film: The Pit Stop
Kate Spade’s latest #MissAdventure film: The Pit Stop

Kate Spade New York is back with the latest episode in its ongoing Miss Adventure film series, this time presenting a comical tale about random friendships in the holiday season.

Hollywood stars Anna Faris and Rosie Perez both feature as sisters-in-law for the second time, hot on the heels of previous leading ladies including Miss Piggy, Anna Kendrick and Zosia Mamet.

In “The Pit Stop”, Faris is popping into New York institution Zabar’s to pick up of a holiday basket filled with goodies ahead of the holiday party they’re on their way to, when things quite rapidly go wrong. Faris end up pretending to be an employee, while Perez is left outside in the car trying not to get a ticket from the parking attendant.


“This #missadventure episode is about connection. It’s about pausing in the chaos of life to notice the person in front of you — even if they’re a stranger or your circumstances put you fundamentally at odds—to find warmth and generosity towards them,” Kate Spade New York’s SVP of brand creative, Kristen Naiman, told Vanity Fair.

“There are people who come into your day and something about them sparkles a little, and that suddenly makes you perk up and sparkle too. It’s a kind of intrigue, but not necessarily a romantic one, that makes your day a little bit better and a little more fun.

The brand’s collection features front and centre, highlighting everything from earmuffs to owl clutches and even a caviar-themed purse, not to mention the looks the duo are wearing themselves. The film is shoppable on the brand’s website.

Categories
Editor's pick film social media

Diesel deletes Instagram posts, celebrates imperfection with #GoWithTheFlaw campaign

Diesel's #GoWithTheFlaw campaign
Diesel’s #GoWithTheFlaw campaign

Diesel is staying true to its roots of non-conformity by encouraging fans to “Go with the Flaw” in its latest campaign for the autumn/winter 2017 season.

It kickstarted the initiative by deleting all of the content from its Instagram page, which boasts 1.2m followers, in a bid to show that we live in a world today focused too much focus on filtering towards perfection.

“Today conformity is the chase of perfection, look at your social channels: perfect holiday, perfect pictures, perfect life, fitting in with the status quo. It’s going with the flow,” the press release reads. “It’s time to go with the flaw. That’s right, we said FLAW. Not flow. Be unordinary because #flawless is forgettable. Roll with what you’ve got, even though it’s not ideal. Embrace what you can’t control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.” Its social media refresh is designed to represent this “imperfect new beginning”.

The campaign is otherwise fronted by a film directed by François Rousselet – who in the past has worked with Snoop Dogg, Madonna and the Rolling Stones. It showcases a cast of models embracing the uncomfortable in their everyday lives with a sense of humour, set to a soundtrack of Edith Piaf’s “Non, je ne regrette rien”.

The campaign aligns with Diesel’s history of celebrating uniqueness since its conception. “I was 15 years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far,” says Diesel founder Renzo Rosso. “I have always been more interested in imperfection because it stands out from the crowd.”

Print images, shot by London-based photographer Tom Sloan, further showcase models in imperfect scenarios, where the tagline “Go with the Flaw” is accompanied by relevant phrases such as “Fits better with compulsive shopping” and “Fits better with being reckless”, in a call-to-action reminiscent of the brand’s previous “Be Stupid” ads.

“Being unique is much more beautiful than being perfect,” says Diesel’s artistic director Nicola Formichetti. “Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears.” Throughout his work as a stylist and now creative director, Formichetti has become known for challenging preconceived notions of beauty by casting models with out-of-the-ordinary features and personalities.

This is the brand’s first campaign under new creative agency, Publicis Italia.

Diesel's #GoWithTheFlaw campaign
Diesel’s #GoWithTheFlaw campaign

Diesel's #GoWithTheFlaw campaign
Diesel’s #GoWithTheFlaw campaign