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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.

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mobile technology

Kate Spade turns to augmented reality for experiential Paris launch

Kate Spade New York's augmented reality experience in Paris
Kate Spade New York’s augmented reality experience in Paris

Kate Spade New York is marking the opening of its new Paris flagship with an augmented reality experience designed to bring the city to life.

Joy Walks, as the initiative is called, turns the fashion capital into an interactive playground, enabling users to see “unexpected moments of joy”, such as pink flamingoes frolicking in the Seine and a New York City yellow cab bustling down a Parisian street. When users arrive at the new boutique on Rue Saint-Honoré, they will also be rewarded with a specially made set of branded pins.

A total of 10 key sites in the city are highlighted, each of them delivered from the vantage point of one of three influencers: Adenorah, Natacha Birds and The Balloon Diary (Anna Dawson).

The campaign was built in partnership with brandtech group, You & Mr Jones, who brought AR firm Zappar and influencer marketing company theAmplify on board. It can be accessed via an app called Tapage, from My Little Paris.

“Our brand promise is grounded in inspiring our customer to lead a more interesting life. We are always looking for innovative ways – including new technology – to deliver on our customer-centric brand promise. We are focused on storytelling across a variety of platforms, ensuring that we create thoughtful, unique programming tailored for each specific opportunity. Our latest innovative experience allows Parisians to experience life through the Kate Spade New York lens and brings our particular brand of joyfulness to their city,” said Mary Beech, executive vice president and chief marketing officer at the brand.

Consumers are also encouraged to snap and share their Joy Walk experiences using the hashtag #katespadejoy.

The activity was made using Zappar’s content authoring and publishing platform, ZapWorks, which offers the ability to make interactive, engaging and expressive snackable content for on-the-go occasions. It uses GPS and maps to help the user find their individual location, and also takes advantage of the device’s gyro, accelerometer and compass to display the experiences through the phone’s camera overlaid on the real world with augmented reality.

The interactive map for Kate Spade New York's augmented reality experience in Paris
The interactive map for Kate Spade New York’s augmented reality experience in Paris
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Editor's pick film

Kate Spade’s #MissAdventure holiday campaign stars Miss Piggy and Zosia Mamet

Kate Spade's latest #MissAdventure campaign, starring Zosia Mamet and Miss Piggy
Kate Spade’s latest #MissAdventure campaign, starring Zosia Mamet and Miss Piggy

Actress Zosia Mamet returns to Kate Spade New York’s #MissAdventure campaign series, this time accompanied by her friend Miss Piggy for the holiday season.

The duo appears in an elevator together at the Empire State Building on their way to a festive party. In dreaded holiday style, a faux pas lies in the fact they’re wearing the same outfit. Cue a flurry of bickering and amusing comebacks to one another around who wears what better. There’s even a cameo appearance from Lendra Medine of Man Repeller.

“Our story for holiday is about the tools that we create to give our customers a unique and personalised experience,” Kristen Naiman, Kate Spade New York’s SVP of brand creative, told AdWeek. “When we started thinking about personalisation and the place that #MissAdventure occupies, we were really thinking, ‘What does it mean to have a unique sense of style and how do you express yourself through that?’ We turned that on its head and created a would-be debacle out of an effort to have your own personal style.”

The ad ends on the two long-time friends making up over their fashion choices and heading out to enjoy the occasion. “I love you but you make me bananas,” Mamet says.

Shorter versions of the spot are running as paid digital placements, while Miss Piggy also appears in a print and social campaign alongside Jourdan Dunn. Her character is otherwise part of an accessory line for the brand featuring wallets, phone cases and jewellery.

Speaking to WWD on the launch, Miss Piggy said: “Moi was already a big fan of Kate Spade New York’s Miss Adventure’s series. I mean you see all these fabulous and incredibly strong and wonderful women like Anna Kendrick and Zosia Mamet having fun. So, I thought: I’m fabulous, incredibly strong and wonderful, I need to be part of this. When I discovered they wanted to create product inspired by moi: Well, it was a done deal.”

You can also check out more about it as well as the rest of this year’s seasonal films, here.

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Editor's pick film

Kate Spade keeps on winning in the storytelling campaign stakes

Behind-the-scenes on Kate Spade New York's #missadventure series, season 2
Behind-the-scenes on Kate Spade New York’s #missadventure series, season 2

Narrative continues to creep its way into the fashion industry’s advertising, and nowhere more is that true than with Kate Spade New York.

In a continuation of its #missadventure campaign series, the brand this time tells the tale of three women (actress Zosia Mamet returns alongside Lola Kirke and Kat Dennings) who go on the perfect weekend away, only to have their plans go “comically, perfectly wrong”.

Hoping for a spa package and yoga instructor, they end up with a retirement cake and bundle of bride-to-be accessories.

Those items as well as a bouncy castle are the product of Mamet’s attempts to use a new app called Favor Faves to order everything en route to the house they’re staying in, which is where such narrative wins it’s first points: it’s real. We’re all (and by all, we mean Kate Spade’s target market) obsessed with new apps and the idea that they make us more efficient.

We’re all also obsessed by things coming to us, on-demand. Especially if you live in New York, as well as an increasing number of other major cities (thanks Seamless, Uber, Deliveroo, Shyp, Postmates etc etc). But… we’ve all often had scenarios where such ideas have also failed us, especially when travelling. Perhaps they haven’t resulted in such extremes (the #missadventure series likes to add a touch of the surreal), but you get the idea.

The second way that Kate Spade wins, is that this short film feels as though you’re watching a scene from a TV show or a movie, not an ad. It’s not even a trailer – not a hint of something you need to go and watch the full-length version of, but instead something that you’ve rather missed the rest of. In a cameo role, Marisa Tomei shows up in her pyjamas for goodness’ sake.

As Kate Spade’s SVP of brand creative, Kristen Naiman, tells Vanity Fair, when the #missadventure series first started it was aiming to take advantage of the fact there was a renaissance in scripted serialised content being seen. “By the end of the first four episodes, we had set a world in motion. We saw on our social media channels an incredible appetite for it as a ‘show,’ as entertainment. There was a transition from ‘what a cute bag’ to ‘when is this going to be a movie?’” she explains.

And yet, in addition to that, Kate Spade also manages to throw a load of its product in there too. Those pyjamas in this recent film are really great, as is the hat Tomei wears with them. That box of bridal gear is perfect for those indeed planning bachelorette / hen parties (of which undoubtedly Kate Spade does very well from). And let’s not forget that each of the actresses are dressed in numerous covetable items throughout themselves – apparel, shoes and accessories – ready to be shopped now.

It’s true marketing, yet it feels like entertainment. Bearing all that in mind, it comes as no surprise this ad has nearly one million views just a week after launch.

Meanwhile, Burberry has recently opted for a more “traditional” take on narrative – sharing the tale of a young couple without spoken word. The short film by Oscar-winning British director Steve McQueen, captures duo Joshua Whitehouse and Amber Anderson on a romantic/dirty weekend in London for the brand’s new Mr Burberry fragrance. While it’s nicely done, it’s been met with criticism from some, and can certainly be considered not as engaging as the above. Watch it here:

One worth checking out by comparison is Hill & Friends’ The Happy Factory, first unveiled during London Fashion Week in February. While also not using any spoken word, it’s a rather more captivating 10-minute tale where a combination of live action, animation and CGI follows a bellboy and a variety of woodland animals in a subterranean Hill & Friends office. You can also watch it here:

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Editor's pick film

Our pick of the top 10 campaign films this holiday season

From the magic of Christmas to the drama of gift giving, all with a little whimsical fun and frolics thrown in, there’s something for everyone in the best of the fashion and retail films this holiday season. Here’s our highlight of 10 of them:

Kate Spade: The Waiting Game

Hermès: A Little Holiday Magic

Sainsbury’s Tu: Dads Pull Out Surprise Dubstep Dance For Christmas

LOFT x SRSLY: Put the Happy in Your Holiday (series)

Burberry: From London with Love

John Lewis: #MontyThePenguin

Gucci: Special Delivery, a Holiday Tale

Kohl’s: Holiday Magic

Gap: Dress Normal Holiday 2014 (series)

Mulberry: #WinChristmas