Hermès opts for playful with sports-themed stop motion campaign films

 

If there’s one way to bring a touch of character to a French luxury house, it’s with a series of stop motion films filled with nothing but props and accessories.

Enter then Hermès, which has released a total of four short spots featuring classic items from the company (scarves, ties, homeware) alongside sports-themed equipment that comes to life to beautifully show off the eccentric, playful and quirky nature of the brand.

China plates play ping pong while handbags spectate for instance (as above), or pairs of shoes are seen emerging from a picnic basket and leapfrogging one another (as below). The croquet spot then features silk ties coiling into hoops through which the balls travel, and in “No Sport”, pétanque balls are seen delicately snoozing on cushions under a tree (both also below).

The films were directed by Simon Cahn and are part of the brand’s spring/summer 2013 “Long Live Sport” campaign.

An interactive segment of the Hermès website has also been released, which invites users to navigate an illustrated garden map to find the sporting activity, and accordingly the video, of their choice.

 

 

 

Digital snippets: adidas, Nars, Hermès, Cole Haan, Wall Street Journal, F-commerce

Some more great stories from around the web surrounding all things fashion and digital over the past week:

• adidas gives Facebook users personalised version of Ebenezer Snoop holiday campaign [PSFK]

• Nars creates a digital journey into the world of Andy Warhol [L2 Think Tank]

• Hermès launches on Tumblr and Pinterest [Hermès]

• Tumblr unveils accessories spotlight section sponsored by Cole Haan [Mashable]

• Wall Street Journal launches shoppable holiday gift guide [AdAge]

• F-commerce ‘too soon’ for retailers, says Facebook’s retail director [Marketing Magazine]

• The end of the smartphone era is coming thanks to computerised glasses [BusinessInsider]

• EyeSee store mannequins gather intelligence on shoppers [Gizmag]

• Ready to download your next pair of shoes? How 3D printing is turning bits into atoms [BusinessInsider]

• Facebook aims for luxury brands with study into how the rich use social [Econsultancy]

Digital snippets: Hermès, New Look, Holt Renfrew, Victoria’s Secret, Nina Garcia

Some more great stories from around the web surrounding all things fashion and digital over the past week:

• Hermès brings 8 Ties digital installation to Selfridges (as pictured) [GQ.co.uk]

• New Look opens Blippar-enabled Marble Arch store [CreativeBoom]

• Holt Renfrew’s youth click: navigating social media like a teenager [WWD]

• Old-fashioned sex appeal works for Victoria’s Secret [Bloomberg Businessweek]

• The top 5 Chinese social networks [Fashion's Collective]

• Nina Garcia’s media consumption habits [AdWeek]

• Chris Anderson says the ‘Maker’ movement is the next industrial revolution [BoF]

• Online spending and in-store “showrooming” are on the rise [MediaPost]

• Retailers expect 6% of holiday sales to come from mobile [eMarketer]

Digital snippets: Bodyform, Chanel, Gap, Uniqlo, Thomas Pink, Hermès, Facebook

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

• Bodyform responds to viral Facebook rant with ‘The Truth’ video (as above) [HuffingtonPost.co.uk]

• Brad Pitt’s Chanel No 5 ad: the smell of disaster [The Guardian]

• Gap tests Whispering Window ‘invisible audio’ displays [BrandChannel]

• Uniqlo model draws as much on Intel and Toyota as Gap [Wired]

• Thomas Pink launches instant mobile check out app [The Drum]

• Hermès gets tech-y with computer-inspired ties [Styleite]

• Facebook tests new ‘want’ feature for retailers [FT]

Detailing top brand users on Instagram

An interesting table here detailing some of the top brand users on Instagram. Note the presence of luxury companies including Burberry, Gucci, Tiffany & Co and Hermès.

Burberry scoops the prize for highest number of photos from this list, but it’s perhaps more interesting to note the level of engagement being achieved from Nike in terms of both likes and comments.

The photo-sharing and photo-filter app has grown from 15m users in early 2012 to 80m in July. That’s an increase of more than 400% in just seven months. Brands have taken note – according to Simply Measured, who released the table above, 40% of the brands listed in Interbrand’s Top 100 now have their own Instagram accounts (this compares with 90% for Facebook and Twitter, but Instagram is of course, only two years old).

Hermès taps into heritage and craftsmanship with digital launches

Hermès has launched a fun campaign through its Paris Mon Ami blog that engages with its fans while promoting the heritage of the company.

The ‘My Horse And I‘ initiative, encourages consumers to upload pictures of themselves with their favourite bangle or scarf alongside their equestrian best friend – be it hobby horse or real thing.

“Share your adventures, your friendships and your style,” reads the post dedicated to the search.

Meanwhile, the French luxury brand also has a microsite called Hearts and Crafts that provides an inside look at the making of its goods and those responsible for them.

10 employees are featured ranging from leather cutters to glass-makers, a jeweller and a colourist. Each one is profiled in a short video.

The site is based on the brand’s 48-minute feature film of the same name, created by Frédéric Laffont and Isabelle Dupuy-Charant. It was released in select theatres last year.

Digital snippets: Kate Spade, Tory Burch, Coach, Madewell, Hermès, Gucci, John Lewis

Some more great stories from around the web surrounding all things fashion and digital over the past week:

• How social media helped Kate Spade become a global brand [Mashable]

• How digital marketing fuelled fashion label Tory Burch’s global expansion [Mashable]

• Coach releases Facebook app encouraging users to create animations from handbag tags (as pictured) [FashionablyMarketing.me]

• Madewell launches fun fashion choose-your-adventure video [T magazine]

• Hermès’ Paris Mon Ami campaign to run online with interactive ‘Scarf In the City’ game [Trendhunter]

• Gucci most searched fashion brand on Bing [The New Age]

• John Lewis launches 24-hour virtual shop [PSFK]

• GQ partners with new menswear site Park & Bond for pop-up shop in New York [WWD]

• Marks & Spencer, Tesco and Next rank top in m-commerce sites [NewMediaAge]

Digital snippets: L2 Digital IQ, My-wardrobe.com, Versace and H&M, Olivia Palermo

Some more great stories from around the web surrounding all things fashion and digital over the past week:

• My-wardrobe.com profile: can Sarah Curran (pictured) compete with Asos? [The Guardian]

• L2 releases 2011 Fashion Digital IQ study (as below), Burberry take top spot, Kate Spade a newcomer, Hermès and Prada plummet [L2 Think Tank]

• Versace and H&M partner with Polyvore ahead of designer collaboration [FashionablyMarketing.Me]

• Olivia Palermo launches own fashion blog, employs five staff and at least 11 contributors [Elle]

• Vogue among Condé Nast titles to join iPad by early 2012 [Mashable]

A pick of the best AW11/12 campaign films

Amid the fasion week madness, here’s a little respite with a highlight of 10 of the best autumn/winter 2011/12 campaign films:

1. Lanvin’s madcap dancers

2. Mulberry’s CGI woodland feast

3. Hermès by Nick Knight

4. Vanessa Bruno’s haunting yet beautiful portrayal of Kate Bosworth

5. Dior Homme’s The Wanderer, an eerie depiction of an isolated surburbia

6. Alexander Wang’s dark tale in an abandoned Brooklyn grain factory

7. Miu Miu’s Muta, the second film in its Women’s Tales series

8. Donna Karan’s The Power of a Woman

9. Emanuel Ungaro’s Cinq à Sept by Ruth Hogben

10. Mugler’s Gaga / Zombie boy collaboration