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How luxury brands are showing their love for the 2014 FIFA World Cup

FIFA-World-Cup-Brazil-Wallpaper-Logo1

Speak to a Brazilian right now, and most will tell you there’s little else going on in their country other than the FIFA World Cup currently. “At the moment we (I mean the whole country, literally) are 100% focused on [the football] – so no other news,” one friend from an agency in Rio working with Coca-Cola told us.

On social that might particularly seem the case – during the Brazil x Chile match, 390,000 tweets were posted per minute, the highest number ever recorded during a sporting event on the platform.

The main brand players (in terms of share of voice) are inevitably the likes of adidas, Coca-Cola, Nike et al. But a handful of those from the luxury space have embarked on the odd World Cup initiative too in a bid to garner both local and global association with the event. Here’s a little round up of how…

Louis Vuitton was commissioned by FIFA to design the World Cup trophy trunk – a monogrammed, 18-carat gold, malachite and brass ensemble. Supermodel Gisele Bundchen will present the trophy to the winning team
Louis Vuitton was commissioned by FIFA to design the World Cup trophy trunk – a monogrammed, 18-carat gold, malachite and brass ensemble. Supermodel Gisele Bundchen will present the trophy to the winning team
The Tod’s campaign ‘I Cheer For My Colors’ follows a similar concept – accessories in different countries’ colour-ways are available for purchase
The Tod’s campaign ‘I Cheer For My Colors’ follows a similar concept – accessories in different countries’ colour-ways are available for purchase
As part of #FriendshipFriday, Monica Vinander  suggested football fans stack their friendship bracelets to reflect the colours of their team’s flag – some great imagery accompanied over social
As part of #FriendshipFriday, Monica Vinader suggested football fans stack their friendship bracelets to reflect the colours of their team’s flag – some great imagery accompanied over social
Lacoste created a capsule collection called Rio, inspired by Brazil and the Brazilian colours
Lacoste created a capsule collection called Rio, inspired by Brazil and the Brazilian colours
Hublot launched its ‘Hublot Loves Football’ campaign. Its UNICO Bi-Retrograde model is also this year’s official World Cup watch
Hublot launched its ‘Hublot Loves Football’ campaign. Its UNICO Bi-Retrograde model is also this year’s official World Cup watch
Calvin Klein tapped Brazilian football player Oscar Emboaba as the face of its new underwear and denim campaigns
Calvin Klein tapped Brazilian football player Oscar Emboaba as the face of its new underwear and denim campaigns
Tissot is running an Instagram competition using the hashtag #MyTissot. The prize: watches in colours to match the different participating countries’ flags
Tissot is running an Instagram competition using the hashtag #MyTissot. The prize: watches in colours to match the different participating countries’ flags
Gucci’s three-week ‘Forever Now’ exhibition arrived at the right time for the World Cup in São Paulo, using pieces loaned from their Museo in Florence
Gucci’s three-week ‘Forever Now’ exhibition, using pieces loaned from their Museo in Florence, arrived in São Paulo at the right time for the World Cup
Alexander McQueen created its own interpretation of the PUMA King cleats. Only 100 pairs exist, all of which will be gifted to friends of the two brands
Alexander McQueen created its own interpretation of the PUMA King cleats. Only 100 pairs exist, all of which will be gifted to friends of the two brands
Karl Lagerfeld in collaboration with plastic footwear brand Melissa, also created some footwear in the spirit of the World Cup; sandals adorned with a miniature football.
Karl Lagerfeld in collaboration with plastic footwear brand Melissa, also created some footwear in the spirit of the World Cup; sandals adorned with a miniature football
And in true team spirit, numerous brands have not just acted for their own benefit, but leveraged their creative talent to support children in Brazil too. The Make Kids Happy campaign, under the organisation of Luisa Via Roma and adidas, saw various luxury brands designing their own versions of the FIFA football. These were then auctioned off on eBay on June 16 and proceeds went to the Brazilian Gol de Letra Foundation. Participating designers included Dolce & Gabbana, Balmain, Cavalli, Missoni and MCM, as well as Giuseppe Zanotti shown here.
And in true team spirit, numerous brands have not just acted for their own benefit, but leveraged their creative talent to support children in Brazil too. The Make Kids Happy campaign, under the organisation of Luisa Via Roma and adidas, saw various luxury brands designing their own versions of the FIFA football. These were then auctioned off on eBay on June 16 and proceeds went to the Brazilian Gol de Letra Foundation. Participating designers included Dolce & Gabbana, Balmain, Cavalli, Missoni and MCM, as well as Giuseppe Zanotti shown here.
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Missoni for Target campaign to include interactive video


US retailer Target is set to push shoppable videos as part of a campaign surrounding the launch of its collaboration with Italian design house Missoni.

Created with ad agency Olson, the online videos will allow consumers to click on items shown to open a pop-up window that enables them to add to their shopping cart without leaving the stream.

Olson’s chief creative officer Dennis Ryan told The New York Times the interaction offers an experience that is “far less disruptive – you just follow your bliss”.

The products on offer in the Missoni for Target range include apparel, footwear, luggage and home accessories, for $3 to $600.

The campaign stars Margherita Missoni, the granddaughter of Missoni founders, Ottavio and Rosita Missoni, and daughter of current creative director, Angela Missoni. It was directed by Alex Prager and inspired by Italian films of the 1960s.

In the videos, Margherita can be seen talking on a rotary telephone, having cappuccinos at a cafe and walking into a room featuring Missoni products. All the while she is carrying a postcard with a secret message revealed at the end saying: “Missoni for Target”.

“In the ’50s and ’60s, the Missoni brand really developed a voice that transported it out of Italy and into the United States, and that is what the aesthetic is inspired by in the campaign,” said Will Setliff, vice president of marketing at Target.

A further series of videos online will show Margherita demonstrating how to wear the Missoni brand’s bold prints. The campaign also extends to print with inclusion in numerous September magazines, as well as to mobile, with a dedicated site offering access to the video ads and the opportunity to download Missoni for Target prints to use as wallpaper.

The collection itself will launch in Target stores from September 13 through to October 22.