Born in 1983, G-SHOCK has spent the last 30 years pursuing innovative and enduring watchmaking. To celebrate its 30th anniversary, a special G-SHOCK by Maison Martin Margiela model has been created. Only 3,000 exclusive models will be available from a limited 300 points of sale worldwide, each tagged with an exclusive serial number. A fashion leader since its founding in 1988, through deconstruction, reinterpretation and transformation, Maison Martin Margiela has engineered a unique identity and is recognised in the fashion industry as iconoclastic and avant-garde, redefining fashion standards along the way.
On this occasion, Maison Martin Margiela turned to WANDA DIGITAL and its directors Camille Hirigoyen and Julien Choquart (J.A.C.K) to create a visual universe around the watch: Photos, video and interactive experience.
The interactive video allows the user to take control of the film with extreme precision by simply clicking & dragging. The experience enables Maison Martin Margiela and Casio fans to play with textures & speed and reveal the logos, on a personal and randomly built platform.
This marks WANDA DIGITAL’s first high end Fashion project and is directed by the duo J.A.C.K well-known for their sharp art direction (Nike, Vogue...). In sticking with the Maison Martin Margiela spirit, they were willing to deviate from the classical notions of fashion and transform the experience into a true visual experiment. The interactive experience is set to be online Thursday 29th March on Maison Martin Margiela’s Facebook and Tumblr pages.
Credits: Client: Maison Martin Margiela Directors: J.A.C.K Production: Wanda Digital Digital creation: Jean-Frédéric Passot Development: Yoann Guény Producer: Helene Segol Producer: Romain Altain Aldea
DDB New York just launched a new global campaign, featuring supermodel Miranda Kerr, for Reebok's new Skyscape shoe...and looks looks stunning in it.
Official Press: Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.
An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.
The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.
A fully integrated marketing campaign featuring style icon Miranda Kerr will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC. DDB New York is the creative agency behind the campaign.
“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”
Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing product especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and, at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”
Creative Credits: Ad Agency: DDB New York Campaign: “Layers Off” Client: Reebok Product: SkyScape Celebrity Spokesperson: Miranda Kerr
Chief Creative Officer: Matt Eastwood Creative Director, Art: Mariana Costa Creative Director, Copy: Julie Beasley Head of Production: Ed Zazzera Senior Producer: Heidi Baltzer Senior Business Manager: Lynda Blaney-Smith Global Business Director: Chris Tussing Management Supervisor: Damaris Marszalek Account Supervisor: Amanda Foderaro
Production Company: Radical Media Director: Dave Meyers Executive Producer: Jim Bouvet, Maya Brewster Head of Production: Frank Dituri Producer: Carla Tate
Editorial: Rock Paper Scissors Editor: Mikkel Neilsen Executive Producer: Eve Kornblum
Glacéau vitaminwater to help young creatives #shinebright in brand’s latest campaign, by recruiting six mentors including Susie Bubble and Mikey Trapstar to help cutting edge creative talent
Glacéau vitaminwater, the original, enhanced drink, is launching a new campaign for the summer, which will offer emerging talent unrivalled opportunities to work with some of the biggest names in the entertainment and creative industries, as part of a long-term, global commitment to help young talent.
The #shinebright campaign will be kick-started this summer, throughout Europe, by six leading cultural entrepreneurs from the worlds of fashion, music, design and media. These cultural entrepreneurs will mentor and support aspiring creatives in a series of exciting projects, all geared towards giving them a step up the creative industry ladder.
World-renowned fashion blogger, Susie Lau (of Style Bubble fame) and Mikey Trapstar (founder of legendary urban streetwear label Trapstar) will be among the first wave of cultural entrepreneurs mentoring aspiring creatives. Susie will be offering one-to-one mentoring and the chance to work with her at London Fashion Week. Mikey is offering young designers the chance to showcase their designs in a London pop-up store, offering them the inside track on launching their own fashion brand. Other opportunities include the chance to work alongside musician /architect /designer Jenny Grettve at a studio in Sweden and a photography session capturing the streets of Paris during a one-to-one photography workshop with Theo Gosselin.
The content-rich and social campaign showcases the importance of nurturing creativity and talent through an integrated approach including PR, media partnerships, sampling, social media, social advertising and OOH.
Glacéau vitaminwater is urging consumers to get involved by heading to a dedicated campaign hub, www.vitaminwatershinebright.com to find out more about the creative challenges set by each of the six mentors. The six #shinebright opportunities are open until Friday 16th August. Follow @vitaminwater_uk to find out more about the collaborations, stay up to date and get involved.
The campaign was created by luxury and lifestyle agency, atelier and social agency, holler. Both are part of the Leo Burnett Group in the UK.
Glaceau vitaminwater’s 2013 Shinebright campaign is part of a long term, global commitment to help young creative talent to be at their best. The six mentors were chosen to represent the campaign as they have a unique style and personality that reflects six of the different vitamin and mineral combinations available.
The mentors star in a photoshoot by Matt Irwin, styled by Anna Trevelyan, which is being featured on billboards in cutting edge urban spots across the UK, France, Denmark and Sweden, to catch the eyes of a discerning crowd.
A Louis Vuitton short film for AW13. Features supermodels Cara Delevingne and Georgia May Jagger. Produced by the U.K.'s Love Magazine and directed by James Lima. A naked woman in the backseat of a car, a half-dressed woman swaying down an alley, a woman undressing in front of a car’s headlights and a slew of come-hither looks. What can we expect to see from the fashion industry next?
A new advert for the famous department store Harrods of London combines food and fashion to create an intriguing persona for the famous department store. The sexy ad above entitled "Style To Savour" features the Harrods Ice Cream Parlour and three lovely models, a lot of lips and of course ice-cream. Harrods better known for its luxury boutiques and culinary-chic cafes, the company is looking to expand its market of loyal customers by creating a timeless, “acquired” look that pairs well with fine dining, which according to industry expert, Brittany Mills, will help them in the long run:
Food and fashion are both an acquired taste and when a person likes a particular restaurant or designer, they are loyal for a lengthy amount of time. Fine food is not a fad or a trend and compliments that lifestyle of Harrods’ target buyers…I think Harrods will successfully be able to extend its reach by going after a complimentary industry that has a large, loyal following.
Nuggets of Nostalgia: DickiesStore Discovers Marketing Material from Decades Ago Having recently happened upon an archive of advertising artefacts, DickiesStore is happy to release a wealth of ad campaigns from as far back as the 1930s. This treasure trove of relics has got many retrophiles revelling in the rich history of this couture-centric print media that has been unearthed. Although the sentiment and commitment to designing top quality workwear and fashion forward casual wear has remained consistent throughout Dickies’ history, these newly discovered gems clearly trace the ebb and flow of advertising and marketing methods over the past 90 years. The Williamson-Dickie Manufacturing Company faced challenging times in its early years, as the Great Depression was crippling the US economy. But as sturdy and tough as the workwear they were designing, the company weathered the storm and set a benchmark in the industry, marketing themselves as the all-American clothing brand. As the 50s came around a great emphasis was placed on Dickies being the premium retailer of attire for the “man of production”. On a societal level times have changed dramatically since then but at that point [see image 2] advertising clearly addressed the fact that Dickies manufactured workwear that was easy wearing, easy looking and easy to maintain. Dickies advertising of the 1960s shifted focus somewhat, catering towards the cool kids on campus. The brand identified that scholars wanted to look good and feel comfortable both in and out of class. As they introduced imagery of motorcycles and sports cars, the marketing material from the late sixties that DickiesStore recently uncovered clearly spoke to an audience who led a care-free but fashion conscious lifestyle. In the late 70s and 80s the Dickies brand broke through with a range of funky apparel that really identified with the pop generation. Dickies exemplified what it meant to be hip, cool and colourful. This sense of fun went hand-in-hand with their continuous pursuit of producing durable and comfortable clothing. Dickies also began more powerfully introducing their iconic logo — the horseshoe – into their campaigns and although it represents a solid, reliable product, when it comes to the manufacturing of top quality workwear, Dickies isn’t in need of any extra luck. via: DickiesStore Blog.
