Dior has teamed up with director Harmony Korine for a new short film for its Dior Addict fragrance.
The Alice in Wonderland-inspired spot features model Sasha Luss stepping through a mirror and into a luscious world of flora and fauna offset only by the heavy beat of Die Antwoord’s track, Enter the Ninja.
The film ties to a wider campaign referred to as wonDiorland, which includes a dedicated Facebook page filled with additional content, and a mobile activation referred to as a “sensorial experience”. That experience invites the user to connect their smartphones and desktops by entering a four digit pin on the latter – from there they can explore the content by touch, swiping through a variety of additional footage, insight on the inspiration and behind-the-scenes information.
The experience is designed to reflect the mirror Luss is seen stepping through, the page reacting as though pulsating to the user’s touch and activating dream-like pieces of content on the larger screen.
Miss Vogue has introduced an interactive feature online sponsored by Chanel Chance designed to help “inspire fashion-forward personal style choices in moments of wardrobe fatigue”.
The Miss Vogue Fashion Fortune Cookie – which lives on the Vogue.co.uk site – invites users to enter their name and date of birth to get style advice and tips on what to wear each day.
Dolly Jones, editor of Vogue.co.uk, said: “It’s a little reminder every day of what fashion contributes to life: fun, style, humour and beauty. We’ve so enjoyed creating it – I hope our users will love it as much as we do.”
The resulting advice includes such things as: “Today is the day to face your fears. Be brave and wear that statement piece you’ve been holding on to.” And: “Wear a shirt to match your eyes and watch the compliments pour in.”
Each fashion fortune is then shareable on Facebook, Twitter and Google+ with the strapline: “My Miss Vogue #FFC today is…” Quirky but appropriate for the younger reader it is targeting – presumably the date of birth request will help to measure that too.
A bit of a catch-up post today in light of several weeks of travel… here then all the latest stories to know about surrounding fashion and tech from the past fortnight or so:
“First Kiss” film (as above) goes viral with 63 million views – is ad for clothing label Wren [NY Times]
Gucci launches own Spotify music hub to promote short film ‘The Fringe’ [The Drum]
John Lewis looks to digital innovation as next big thing in retail with ‘JLab incubator’ [The Guardian]
The latest ad for Chanel N°5’s starring old footage of Marilyn Monroe is getting an enormous amount of TV airtime in the run-up to this year’s holiday season. Gift inspiration one might assume…
The 30-second spot is based on a newly-discovered recording of Monroe from 1960 talking to Marie Claire editor-in-chief, Georges Belmont. Explaining her famous quote of only wearing Chanel N°5 to bed, as per her 1952 interview in Life magazine, she says: “You know, they ask me questions. Just an example: ‘What do you wear to bed ? A pajama top? The bottoms of the pajamas? A nightgown?’ So I said, ‘Chanel N°5,’ because it’s the truth… And yet, I don’t want to say ‘nude.’ But it’s the truth!”
The ad is accompanied by archive footage of the late actress. It follows on from the French fashion brand’s ‘Marilyn and N°5 – Inside CHANEL‘ film in 2012, which explains the history of the star’s relationship with the fragrance, and also airs the recording. This two-and-a-half minute spot has had over two million views on YouTube.
Chanel will also launch a print campaign this season based on an archive image of the star posing with a bottle of the perfume shot by Ed Feingersh.
Chloé has released a short film for its new Roses fragrance that sees multiple women dancing as though they are the petals of the flower in bloom.
Blowing Roses, as it’s called, is based on the idea of petals “multiplying and spreading to create a kaleidoscope of roses”. Each of the models wear long, flowing dresses in delicate shades of nude – the resulting vision bearing a strong resemblance to Bailey’s Cream with Spirit ad from BBH in 2012.
It was created and directed by French choreography duo I Could Never Be a Dancer – Carine Charaire and Olivier Casamayou.
Dior Homme’s new film starring Robert Pattinson has already received a total of 2.2 million views on YouTube in the 24-hours since it launched.
The black and white campaign, directed by Romain Gavras and for the brand’s fragrance of the same name, includes a 60-second spot with a million views, and an uncensored director’s cut version at one-minute-and-46-seconds with over 1.2 million views.
The release was a much-anticipated one, as evidenced from the social mentions using #diorrob. It also stars model Camille Rowe and Led Zeppelin’s “Whole Lotta Love” soundtrack.
See the uncensored version below, as well as a behind-the-scenes video and interview with Pattinson.
An outdoor ad has also gone up in Place des Vosges in Paris:
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.
Among today’s modes of online communication, we’re well-versed in the use of text, images and video. But what about dance?
In a campaign for its new Sync fragrances, Puma is proposing a new form of digital expression through movement rather than words. The sportswear brand has set up an interactive platform dubbed Dance Dictionary, where users can communicate with each other by encrypting specific sentences into physical dance moves. Its slogan: “Don’t say it, move it.”
Phrases like “Will you be my girlfriend?” or “Mondays make me want to scream” are translated into a series of choreographed gestures by 25 of the world’s better-known dancers, including Storyboard P, King Charles, PacMan, Ron Myles AKA Prime Tyme and Krumpers Big Mijo, Outrage and Worm, and LA choreographer Super Dave. Each word has a different move. Certain words in each sentence are interchangeable (try swapping ‘be’ for ‘retweet,’ and ‘girlfriend’ for ‘cat’ for amusement), resulting in 10,000 different combinations by Puma’s count.
While each piece can be shared via Twitter, Facebook or e-mail, the aim from Puma is something higher. “Choreographing a new language,” might sound like a lofty ambition — and certainly one that is unlikely to have mass application for you and me — but within its target 16 to 24-year-old demographic, it’s not unreasonable to imagine these moves being practiced in real life.
Beyond being a social tool, the Dance Dictionary is designed to be an inventory for any would-be freestyler to learn from. Words like “celebration” and “spaceship” are broken down into their own videos incorporating definitions and easy-to-follow demonstrations. A campaign that’s shareable both online and offline isn’t a bad aim, and that’s what makes it smart.
Anchoring the whole initiative is a music track called “First Time” from Dre Skull featuring Megan James and Popcaan. Its video, directed by Daniel Wolf, will also appear as a TV commercial in Europe. Grey London, the agency behind the initiative, is schooled at such a method — its 2011 Lucozade spot featuring “Louder” by DJ Fresh became what was then the highest pre-ordered download in global iTunes history, according to the agency.
The trick with both, says Grey London Executive Creative Director Nils Leonard, was bringing in genuine talent, whether that be the dancers, the music act or the film director. “Everyone involved with the Puma Dance Dictionary is from those worlds. They’re not in advertising; they’re famous in their own right. To make it credible that’s where we have to go, the audience can smell it out otherwise.”
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