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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
Categories
film

Georg Jensen continues storytelling push with short video series for Valentine’s Day

Georg Jensen's #MarkedwithLove campaign
Georg Jensen’s #MarkedwithLove campaign

Georg Jensen has released a series of short videos for Valentine’s Day, under the header #MarkedwithLove.

The aim, according to the brand, is to celebrate the enamoured moments between people on Valentine’s day with films that captures real moments of love for others and oneself.

The first love story in the four-part set, named Someone You Love, sees a young woman dancing in front of a mirror. She pulls faces, plays with her hair and smiles to herself, very much like you would do with a date, before she puts a silver pendant necklace on. The tagline “For all the ways you Valentine” follows.


The next, named Light Up The Love (in reference to the Georg Jensen candles featured in the video), begins with a couple making dinner together. Clearly happy, laughing and joking, both of them bring candles over to a table, for what appears will be a romantic meal. However, a twist in the ending shows the man raising a glass to a computer screen where he is video chatting his partner. Again, it finishes with the tagline “For all the ways you Valentine”. The last two videos will seemingly follow.


Georg Jensen has been heavily focusing on storytelling in its campaigns of late, using human emotion to leave a lasting impact with its viewers. For autumn 2016, it launched an ad focused on how capable women are, called You Can Never Be Too Much You. Starring award winning director Susanne Bier, Motocross rider Behnaz Shafiei, world champion boxer Cecilia Brækhus, award winning comedian Sarah Kendall, and the world’s best female chef Dominique Crenn, it pushed back against the idea that being too loud or strong or provocative are negative traits.

By Annabelle Brown

Categories
Editor's pick mobile social media

Ted Baker invites fans to “go fishing” in digital Valentine’s game

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Ted Baker is marking Valentine’s Day this year with an interactive microsite that plays host to a fishing-themed game.

“Hook your SoleMate” as the initiative is called, sees users casting their fishing rod to try and get a matching pair of items (such as a heart, starfish or lobster). Those who do, are in with the chance of winning prizes.

Created with digital agency, SMACK (who has worked with the brand for three years running), the responsive microsite uses psychedelic graphics and bespoke illustrations. Users get three plays per day, before being invited to share the campaign on social media and return the next day to try again.

Ted Baker’s brand communication director, Craig Smith, said: “Talking to our customers in an innovative way is key to our global marketing strategy at Ted Baker. Through the ‘Sole Mates’ game, we are able to playfully engage both existing customers and introduce new audiences to the world of Ted.”

This is not the first time the brand has turned to interaction and gaming. Earlier campaigns include an Instagram-based treasure hunt and a chemistry-themed initiative encouraging fans to find their “molecular matches”. It also launched a shoppable video for the holiday season at the end of last year.

The Hook your SoleMate theme will also appear across Ted Baker store windows in the run-up to Valentine’s Day.

Categories
social media

Ted Baker invites fans to create chemistry this Valentine’s

tedbaker

Ted Baker has launched a fun chemistry-themed Facebook app designed to help fans find their “molecular matches” for Valentine’s Day this year.

Fancy That, as it’s called, invites users to input their name and date of birth to reveal which chemical element they are and what it says about their personality. “Are you extrovert and explosive or calm and collected? As precious as Platinum, fiery as Phosphorous or pure as Gold?” reads the brand’s own write-up.

The app accordingly also reveals other fun facts like which other chemicals/individuals users are most closely matched with and their lucky numbers.

There’s an incentive for sharing too: fans are offered the chance to win a personalised purse or wallet and a £500 shopping spree by posting their results on Facebook or Twitter.

Categories
Blocks film

Topshop plays out Tinder date in Valentine’s Day campaign

Topshop and Topman are playing on the theme of modern-day online dating with a new short campaign dedicated to Valentine’s Day.

The British retailers have co-released a three-minute film called Valentine’s Dilemmas, which explores all of the issues that come ahead of a first date. There’s the awkard Tinder chatting, the multiple different outfits to choose from, the working out how to greet each other when you first meet, and more.

All in, it’s pretty cute; both characters sharing the thoughts inside their head more than what they’re saying out loud to each other.

It also comes with an editorial page showcasing certain looks for different kinds of dates, from the posh dinner to the cinema trip. Each are fully shoppable.

topshop_dating