Jean Paul Gaultier has launched an online campaign for the festive period centred on a digital advent calendar.
Created with digital agency Isobar, and housed on jeanpaulgaultier.com, the calendar’s 24 dates appear as the inside pockets of Father Christmas’ coat (in this case with Jean Paul Gaultier playing the role).
Each one reveals a variety of games, entertainment and prizes to be won. Designed for “grown-up enfants terribles“ (Gaultier’s own long-standing nickname), and celebrating “the Christmas of naughty children”, it features animations including sexy reindeers and naughty elves, and names such as “Shake your snowball” and “Eat the log”.
“Once upon a time, it was a Christmas unlike any other. An alternative Christmas, an upside down Christmas, a new slant on Christmas, as only Jean Paul Gaultier could imagine it, “ reads the write-up.
Users will be able to open three pockets at random each day, followed by a further three when they share the experience with their Facebook or Twitter friends. Prizes include bottles and boxsets of fragrance, Jean Paul Gaultier stuffed animals and a special gift due to be revealed on Christmas Eve.
Dior has released a 20-minute online film showcasing the creation of its J’adore perfume.
“Le Parfum – The Film”, as it’s called, documents everything from the sourcing of the scent’s raw materials to the blowing of its glass bottle. To do so it travels from Paris to Murano via Provence and India.
All the while, the Parfumeur Créateur of the Maison Dior, François Demachy, carries the story – albeit in French (a three-minute subtitled version lives on jadore.com).
The write-up reads: “This wayfaring film demonstrates that the birth of a perfume is due as much to the talent of its creator, as to the quality of its raw materials.”
It continues: “Timeless images show the expert techniques of those who cultivate and harvest. Astonishing moments reveal the know-how of those who obtain essences and absolutes from the rarest flowers. This beautiful escapade takes us into the splendour of regal, generous and respected nature.”
Claude Martinez, president and CEO of Parfums Christian Dior, told WWD: “For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance. In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers.”
According to WWD, it is slated to roll out on TV globally through December, as well as in cinemas in France and China. The Jadore.com microsite also hosts more information about the flowers, the creators and the bottle.
Watch both the 60-second and 20-minute version of the film, below:
Smashbox Cosmetics is set to host a virtual shopping wall at a high street catwalk show hosted by the UK’s Look magazine on October 6.
Enabled through a partnership with image recognition and augmented reality platform Blippar, the initiative will allow consumers to purchase products from the make-up brand directly through their mobile phones while at The Look Show event.
They will also be able to do so through the magazine thereafter, where pages showcasing the key make-up looks and products from the show will likewise be enhanced with shoppable augmented reality.
Stephen Shaw, opportunities director for Blippar, said: “From our initial creative briefings with Look it was clear they understood the tangible levels of engagement and interaction that Blippar could deliver for Smashbox Cosmetics. But just as important was that they realised the power of creating a stunning event and entertaining brand content that would compel their celebrity guests and readers to blipp-to-buy direct from the Smashbox Cosmetics virtual shopping wall and the post-show Look magazine special.”
The Smashbox partnership with Look magazine comes as the LA-based cosmetics company aims to expands its UK presence. There will also be print and online display ads, social media, and homepage takeovers.
Calvin Klein is set to launch an interactive digital campaign to help celebrate the release of its new men’s fragrance, Encounter Calvin Klein, this September.
“Dare to Encounter” as the initiative is called, encompasses a virtual journey and a series of challenges for users to unlock and engage with on a dedicated website.
Fronted by True Blood actor Alexander Skarsgård, who was announced as the face of the scent in June, it follows a tale of desire with the brand’s other campaign star and supermodel muse, Lara Stone.
It uses animated GIFs (as shown) to “capture moments from the television advertising shoot and bring them to life in an unexpected way”.
All those who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and be entered into a prize draw.
The campaign was created by Fabien Baron of Baron + Baron, alongside Calvin Klein’s in-house advertising agency CRK, and interactive media and technology agency AKQA.
This is a very cute video teasing the release of the Shu Uemura by Karl Lagerfeld collection (launching November 2012).
Called “Mon Shu Girl Birth Story”, it’s an animated tale of the collection’s mascot coming to life, and a play on Lagerfeld’s admission that he has used the brand’s eyeshadows for sketching. Check it out below:
The initiative offers fans the opportunity to create their own cover picture alongside Betty (as shown above), as well as a game to participate in that provides them with the opportunity to win the new product.
Featuring a board of sparkling spots hiding one of the mascaras, the game cleverly encourages users to provide more personal information about themselves to the company.
To enter, they have to first provide basic details including name and email. They then get three chances a day to try and uncover the product. They can, however, request Betty’s help, which results in having to reveal their address for another three goes. Next they have to provide their telephone number and date of birth, which reduces the canvas size substantially, hinting at where the mascara might lie. If all fails, the game encourages users to return the next day.
There is also a series of tutorials about how to apply 24 different shades of eyeshadow to get one of three Betty looks.
The mascara is additionally being promoted with a short film starring Betty Boop alongside model Daria Werbowy. In it, the two are seen behind-the-scenes on a movie set having a conversation about their lines and how best to look the part – by applying the new mascara naturally. “Just say it with the eyes,” says Betty.
