La Galerie d’Instagram will showcase a small collection of the best photos pulled from the Instagram community, for festival-goers to enjoy from June 15-21. Those who tag (up to three of) their shots by June 13 with #instagramcannes could be included in the exhibition. Winners will be selected based on the “originality, technical execution, and subject matter” of their submission.
“Both Instagram and Cannes Lions celebrate the world’s best visual imagery, so we’re planning to bring that connection to life at the festival,” it said Instagram in a blogpost.
Cannes Lions is an annual gathering honouring the best work in advertising and visual communications. As reported last year, it’s slowly becoming a space for the fashion industry to both be seen and recognised in too.
That’s looking set to also be the case this year, with speakers on the agenda including Melisa Goldie, CCO of Calvin Klein; Raphael Elicha founder of The Kooples; actress Sarah Jessica Parker with Cosmopolitan editor Joanna Coles ; and supermodel Gisele Bündchen.
Highlight names otherwise include Ralph Fiennes, Sheryl Sandberg, Aaron Sorkin, Sir Patrick Stewart, Spike Jonze, Sir John Hegarty and more.
This week saw what must be the most fashion-fuelled meme of all time. Enter #voguestagram, the Instagrammed shots of individuals copying Anna Wintour toting her September-issue (all 902 pages of it), as above.
There’s been some 1,700 posted reportedly, with everyone from Oscar de la Renta to Francisco Costa at Calvin Klein joining in. Check out 15 of the best, below – Nacho Figueras wins it for me.
@bryanboycom: Just boarded my flight. Bon voyage with #theseptemberissue #voguestagram
@laforcestevens: The things we do for @VogueMagazine! #theseptemberissue #voguestagram
@carosieber: back from honeymoon and reading all about a certain wedding . Thank you @voguemagazine it looks fantastic #voguestagram #TheSeptemberIssue
Actress Rooney Mara stars in a new video campaign for Calvin Klein in her role as the face of the brand’s Downtown fragrance.
Shot by director David Fincher (of Fight Club, The Social Network and The Girl with the Dragon Tattoo fame) the cinematic 60-second spot sees Mara playing the role of a young New York-based actress. She is captured in black and white as she makes her way through the city on a busy work day – starting out at her local coffee shop, travelling on the subway, having her hair and make-up applied before posing on a shoot and then on a film set, and finally ending at a press conference.
It also features the soundtrack of Runaway by the Yeah Yeah Yeahs.
An accompanying print campaign was directed by Fabien Baron of Baron + Baron and shot by Jean-Baptiste Mondino.
The launch of Calvin Klein’s Push Positive Bra was its single-best for a bra in the brand’s history and it sounds like its video campaign starring Lara Stone dancing to Salt-n-Pepa’s Push It, is why.
According to a story focused on video as a strong measure of ROI in WWD yesterday, the 32-second ad from last August has had 10.9m views to date and garnered more than 450m impressions. Importantly, during the time of the campaign, calvinklein.com saw a 30% increase in overall traffic and a 385% increase in referral traffic from YouTube.
Ad dollars behind the spot undoubtedly helped – the brand took over YouTube’s homepage in 10 markets, including Singapore, Taiwan and Korea, and placed the ad in-stream on multiple other YouTube videos through the site’s TrueView advertising system.
The audience retention rate for the video – meaning those who watched the whole segment rather than clicking away – was well above the industry standard too, at over 80%. Its men’s Concept underwear spot, which first aired during the Super Bowl this February, meanwhile, also saw a retention rate of over 85%.
Calvin Klein CEO, Tom Murry, said: “As a brand, video has not only been integral to our overall communications strategy but also a part of the brand identity. We see YouTube as the natural place to house and curate our digital video content… [It’s] an impactful way to reach and interact with our audience through multiple touch points — desktop, tablet and mobile.”
According to WWD, video is proving to be the most powerful digital medium for reaching consumers in a measurable way. Importantly it’s also proving a killer option for the fashion and retail space in terms of driving conversion. Statistics from YouTube and research firm Compete show four in 10 consumers visit a store either online or in person as a direct result of watching a video online. This shopper also tends to be a retailer’s most valuable customer: 28% of those who watched a retailer’s online video spent more than $500 on apparel in the past six months, while only 2% of non-video watchers did.
Maureen Mullen, L2’s director of research and brand advisory, added that video is now a “way to push consumers further down the purchase funnel”.
It’s been a bit of a week for fashion film releases, with highlights coming in from Lanvin, Calvin Klein and H&M surrounding the spring/summer 2013 campaigns.
Lanvin, a firm favourite every season thanks to the genius of creative director Alber Elbaz, has unveiled a spot that seems as though it’s just focusing on the print shoot in action. The models are each seen posing in beautiful surrounds very calmly, before suddenly a Skype call comes in from Elbaz who was unable to get to New York due to Hurricane Sandy.
What follows is highly amusing commentary from him on the “sick perspective” and “beautiful lighting” of the campaign. “It’s very very poetic, very chic,” he says. “There’s something very Californian about [it]… You know I’m still at the office. I feel I’m in a dream, I feel I’m in a cloud.”
Calvin Klein meanwhile, followed its Super Bowl underwear spot with the rest of its spring/summer campaign. Actor Alexander Skarsgård and model Suvi Koponen both star in its film, Provocations, which sees the men’s and women’s Calvin Klein Collection, ck Calvin Klein and Calvin Klein Jeans brands all brought together for the first time. There are three variations of it available: 10 minutes, 60 seconds and 30 seconds (above).
Shot on location in California by Fabien Baron of Baron + Baron, it focuses on recurring elements of fire, air and water as the pair are seen in a variety of “sleek, architectural settings to dark and mysterious milieus”.
And H&M roped in film director Guy Ritchie to shoot David Beckham in his first video spot for the retailer. The ad sees Beckham chasing after his family car after his bathrobe gets stuck in the door. As he runs / jumps / swims through the Beverly Hills neighbourhood he continues to lose other items of clothing remaining in just the boxers from his Bodywear line.
“David makes the perfect leading man,” said Ritchie. “For me this felt more than a campaign; it was like directing a short film.”
As promised, Calvin Klein made use of Twitter’s new video-sharing app, Vine, during the Super Bowl last night.
Designed to support the premier of its Calvin Klein Concept men’s underwear campaign during the first quarter of the game, the six-second Vine content consisted of various different shots of model Matthew Terry working out in his boxers.
What was clever was the simple Super Bowl-themed copy that accompanied – “Game time”, “Fighting it out in the 4th”, and “Touchdown” included. So too was there a nice use of #SuperBowl and #SB47 hashtags throughout.
Below is a selection of them. Scroll to the bottom for the full ad too…
It’s likely you’ve heard the news that Calvin Klein is launching its first ever Super Bowl campaign this coming weekend.
The 30-second spot for the brand’s latest men’s underwear offering will debut towards the end of the first quarter of the game on Sunday evening. It sees model Matthew Terry shot by creative director Fabien Baron of Baron + Baron, in a provocative commercial based on the idea of “man versus machine” (see above preview).
What’s particularly interesting however is the idea that the campaign will be supported with activity on Twitter’s new video-sharing app, Vine. According to a statement, digital content will be posted throughout the event on this new app, which allows six-second videos to be played on loop, much like animated GIFs. The news follows a variety of experiments on the platform by other brands, including Gap and Urban Outfitters (as below).
Like other social platforms before it – such as Instagram – the instant beauty of Vine has been the room for experimentation it affords brands both big and small. Take British start-up Olivia Burton watches, for instance – it’s been having a play with content this week to great effect. A simple series of product shots captured on a black and white photographic background, portray an incredibly high quality and on-brand message.
Calvin Klein will no doubt achieve the same. The next question, of course, will be how all they’re received by consumers.
Back to the Super Bowl, and Calvin Klein is also planning to push relevant content across its Facebook, Tumblr and YouTube pages on game day.
“We are a brand with a rich advertising legacy and we firmly believe in powerful, multi-platform lifestyle advertising to support and grow the brand’s image around the world,” said Tom Murry, president and CEO of Calvin Klein, Inc. “This is a significant milestone, and, as an iconic American designer brand, we are extremely proud to be able to debut the latest Calvin Klein Underwear campaign during the Super Bowl – the most watched television event annually in the United States.”
According to Nielsen, the 2012 Super Bowl had 111 million viewers, making it the most-watched television program in US history. Another interesting study showed as many as 40% of this year’s viewers are watching for the ads rather than the sport.
The Calvin Klein spot will also be included in Twitter’s #AdScrimmage and YouTube’s Ad Blitz contests for the best Super Bowl XLVII ads as voted for by fans.
Calvin Klein has enlisted Tumblr blogger FashGif to create a series of animated images of its new spring/summer 2013 womenswear collection.
The initiative sees still catwalks shots from the recent NYFW show brought playfully to life through added interest and detail, thanks to the signature work of FashGif’s Greta Larkin. As her page reads, it’s all about “making fashion move”.
Each image is appearing on Calvin Klein’s own Tumblr page every day this week. Below are two more examples of those released so far.
fashion and mash 