The 21st issue of AnOther Magazine featuring Hollywood actress Rachel Weisz is complemented with an exclusive short film shot by Craig McDean. It was released on Anothermag.com today.
It’s a beautiful series of “non-narrative micro performances, inspired by postmodern dance legend Pina Bausch”. Creative direction by David James and styling by Olivier Rizzo.
Meanwhile, the autumn/winter 2011/12 campaign video from Yves Saint Laurent, by Inez van Lamsweerde & Vinoodh Matadin, and starring model Raquel Zimmermann, has also been released. Check it out, here.
In case anyone missed it, here is the very funny autumn/winter 2011/12 campaign video from Lanvin.
Shot by Steven Meisel, it features the likes of supermodels Raquel Zimmermann and Karen Elson pulling off a series of so-bad-they’re-brilliant dance moves to Pitbull’s I Know You Want Me.
Look out for creative director Alber Elbaz’s cameo at the end too:
Alfred Dunhill has launched an augmented reality experience around its autumn/winter 2011/12 “Voice” campaign, starring expedition leader Sir Ranulph Fiennes.
Using Aurasma’s advanced image recognition technology, the initiative allows consumers to hold up their smartphone or tablet (using the Aurasma lite app) to bring Sir Ranulph to life.
Other stars telling their story include ballet dancer Rupert Pennefather and theatre director Michael Grandage.
From each video, users can also link to Dunhill retail to shop the collection.
Check out a demo of the AR experience in action, below:
Dr Martens today unveiled a short film starring models Agyness Deyn and Ash Stymest as part of the brand’s new First and Forever campaign.
The spot, which features Deyn talking about her first heartbreak, aims to kickstart discussion in the social space about other ‘firsts’ – from first gigs to first loves, or in the case of those bloggers invited to the launch this afternoon, first fashion shows. Ultimately the intention is to push conversation around that first pair of Dr Martens.
Accordingly, it confirms the brand’s commitment to digital marketing.
Simon Jobson, head of UK marketing, said: “We understand the digitally-connected consumer is increasingly ad savvy. They are editing out linear brand messages that are not relevant to their lifestyles… therefore a lot of our activity going forward is based on digital and social media attitudes.”
He said the #firstandforever campaign (heavily promoted with its own hashtag) was built on the insight that consumers have a lot of love and goodwill for the brand. “Everyone has a first moment or experience they want to talk to you about,” he explained. “That memory or brand equity stays with consumers for a long time.”
That insight was channeled into a campaign that although significantly driven by beautiful and traditional creative, centres on inviting the consumer to interact. The film itself therefore is purposefully short to encourage fans to head to the site and learn more.
Created by integrated agency ODD, the campaign ties in with the Dr Martens way of life by focusing on the ideas of “self-expression, creativity, irreverence and pushing back against the status quo”, said Jobson.
He referred to it as “unmistakenly Dr Martens and unashamedly British”.
Alongside the film created by duo FRED&NICK, the campaign also includes a series of images (as below) shot by Gavin Watson, a photographer revered for his portraits of British youth subculture.
It launches for autumn/winter 2011/12, and will run for 18 months through to autumn/winter 2012/13, with fresh creative each season.
“It doesn’t take an ad campaign to make women feel powerful, but oftentimes how we dress plays a huge roll in how we feel,” wrote DKNY PR Girl on her blog. “For Fall 2011, Donna is once again inspired by a woman empowered. She’s powerful because she makes a difference. She’s powerful because she can be anything- a Senator, a Presidential candidate, a Mother.”
Isabeli Fontana stars.
See the complete video, here. And the print ads, here.
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