With this new campaign, developed by DDB Stockholm, Volkswagen turned a subway staircase in Stockholm, Sweden into a giant piano as part of their ‘Theory of Fun’ campaign. The effort is just one stunt that appears on the carmaker’s Rolighetsteorin.se website, which showcases efforts to get people to change by simply making things more fun. The Giant Piano clip got over 500,000 views on YouTube in just over two weeks.
New Balance, based in Boston, MA, continues its tradition of premium footwear. Designed for both men and women, New Balance footwear features the finest construction and quality. Ranging from all-time classic favorites to reinvented modern silhouettes, each Lifestyle shoe features innovative materials and technologies that keep the New Balance brand as relevant and sought after today as it was 100 years ago. Celebrating heritage, craftsmanship, innovation and imagination, New Balance Lifestyle fuses classic designs from the past with bold ideas from the future.480 Shoes, 480 Experiences
BOSTON (September 15, 2009) -- From the heritage of the 574, New Balance introduces the 574 Clips Collection. This staple New Balance silhouette is crafted into a new innovative style, which continues to inspire the blend of design with function. While the 574 silhouette's heritage will remain, New Balance will debut an innovative campaign to support the launch of the 574 Clips Collection which will mark the first campaign from New Balance Lifestyle's agency of record, Mother New York.
The 574 Clips Collection
574 Clips is a collection constructed from leftover materials salvaged from New Balance's Lawrence, MA factory. Made in the US, the upper of each shoe is first constructed and then assembled in Massachusetts. To show pride in New Balance's continued dedication to domestic manufacturing, "USA"will be stitched on the heel and tongue of every shoe within this collection.
574 Clips stays true to the 574's premium design and comfort technologies, but acquires its name from being constructed of leftover clips of materials from other New Balance "Made in the USA"silhouettes, specifically the 993 and 996. Typically constructed of cow suede, the evolved 574 will feature supple grey pig suede, which comes from the leftover materials of the 993 stitched together with one of four different colored surplus meshes from the construction of the 996.
"Of all the shoes produced by New Balance, we're especially proud of the 574. It's a perfect demonstration of our core values of heritage, craftsmanship, innovation and imagination, as well as our deeply held belief that ‘grey is beautiful,'"says product manager Luis Navarro. This collection will follow the standards that all past 574 collections have embodied: the synergy of beautiful design and function. All content created for the 574 Clips campaign will also be inspired by heritage, craftsmanship, innovation and imagination, New Balance Lifestyle's core values.
The 574 Clips Campaign
The collection name, "574 Clips"has a dual meaning: The first stems from the leftover material clippings used to construct each shoe; the second from the video clips used in the marketing campaign supporting this collection's launch, designed by New Balance Lifestyle's agency of record, Mother New York.
The 574 Clips marketing campaign will target sneaker connoisseurs - one of a growing number of enthusiasts who collect, critique, discuss, analyze, obsess about, display, sell, and sometimes even wear the sneakers they buy. New Balance will be able to provide these tastemakers with a shoe that no one else has with a unique experiential story specific to that shoe.
The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos, www.574Clips.com. 480 video clips were recorded of each of the shoes' unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.
To compliment the 480 short films, a Polaroid photo has been taken of the shoe's experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe's limited edition number (example: 017/480), size and color. A find tab will list the ten retail locations where the collection can be purchased.
Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their "clipâ€, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to "claim"their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner's name will be shown at the end of the short. Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574's unique experience with friends, they are presented with several social media options including: Facebook, MySpace,
Delicious and Tumblr.
"We took the iconic 574 and evolved the world around it,"said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. "We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480's entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480's laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back."
The 574 Clips Collection shares various technologies with the 2010 re-engineered 574, such as removal of unnecessary foams in the tongue and collar to reduce heat and bulk and added rubber durometers to yield shoe flexibility and a softer feel. It also features a PU insert for ultimate, plush comfort and a microdenier lining taken from the 993 to create a luxurious feel.
The 574 Clips Collection will be available in September 2009, in four rich colorways: grey/blue, grey/green, grey/orange and grey/burgundy. There will be 120 pair per color available, limiting the total production to 480 pairs. 574 Clips will retail at $75.00 at ten top U.S. retailers including Reed Space in NYC, Undefeated in LA, Bodega in Boston and Goods in Seattle, among others.
The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos. 480 video clips were recorded of each of the shoes’ unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.To compliment the 480 short films, a Polaroid photo has been taken of the shoe’s experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe’s limited edition number (example: 017/480), size, and color.
Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their “clip”, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to “claim” their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner’s name will be shown at the end of the short.
Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574’s unique experience with friends, they are presented with several social media options including: Facebook, MySpace, Delicious and Tumblr.“We took the iconic 574 and evolved the world around it,” said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. “We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480’s entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480’s laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back.”
Campaign credits;
Creative Director(s): Linus Karlsson & Paul Malmstrom
Art Director (s): Jed Grossman & Mark Aver
Copywriter (s): Ben Hughes & Jon Lancaric
Creative Technologist: Rey Peralta
Designer: Derrick Lee
Producer (creative): Imogen Bailey
Assistant Producer: Bryan Reisberg
Art Producer: Amita Sehgal
Production Company: Greencard Pictures
Executive Producer (s): Nick Kadner & Emily Wiedemann
Producer: Max Knies
Post Supervisor: Mike Sobo
Interactive Agency: Almighty
Studio Director: Paul Larrow
Senior Flash Developer: Marc Leuchner
Technology Manager: Jeff Wilder
Account Director (interactive): Emily Daniel
It's estimated that 70% of Muslims worldwide live by the code of halal. That's a big market for producers of halal food, but one that has largely been ignored by the casually carnivorous cosmetics industry. Recognising this gap, Canadian Layla Mandi—a former make-up artist who converted to Islam—has launched a range of certified halal cosmetics. OnePure skin care products contain no pork extracts and no alcohol, both common in standard make-up but haram (forbidden) according to the Koran. The range is certified by a Malaysian Islamic authority, which has verified that everything down to the fluids used to clean the production equipment is halal.
Dubai-based OnePure is initially offering a USD 125 travel pack (cleanser, toner, moisturiser and eye cream) targeted at Muslim women in the Middle East, for whom OnePure say the products are specifically formulated. The packs are currently being sold on board Saudi Airlines, in Dubai's Souk al Bahar shopping mall and through the company's website, but the company says it is in talks with leading hotel brands about making OnePure products available to guests. OnePure also plans to launch a body and hair range, as well as products for men.
Whether standard cosmetics are really haram is perhaps debatable. But our bet is there are plenty of Muslim women who would rather be safe than sorry. The guarantee provided by OnePure's halal certification is the real selling point, hence their slogan: "Be sure. 100%." One to bring to Muslims in your area?
Website: www.onepureonline.com
To celebrate its 40th anniversary, clothing brand GAP wanted a way to mark the occasion with an event that would make a big impact and get people talking about the brand. It decided to team up with the New York Stock Exchange, getting all traders to wear jeans for the day.
GAP became renowned for its jeans-wear back in the sixties when icons such as James Dean made the clothing fashionable. Always associated with blue-collar professions because of their hard-wearing nature, the GAP event was the first time jeans have been allowed onto the trading floor of the New York Stock Exchange.
On 21st August, GAP outfitted 1200 traders in its new 1969 Premium Jeans collection – named after the year the company was founded. Media organisations
were invited onto the floor to photograph the traders at work and to mark the close of play at 4pm, GAP North American president, Mark Hansen, and founding family members, John and Bill Fisher, rang the Closing Bell remotely from GAP’s San Fransisco HQ.
The stunt gained major press coverage across the states and reinforced GAP’s credentials as a stalwart of the fashion industry, at the heart of American culture.
The site delves into Gap's 1969 denim collection with a virtual runway and fit spotlight that show 360-degree views of the various jean styles and outfit suggestions, accompanied by commentary from designer Patrick Robinson.
Also featured are videos from Gap models and actors appearing in Gap ads. Users are also invited to upload their photos into a gallery with their own "born to" looks and share their own styles through Polyvore, an online image-mixing app.See more of the 1969 campaign here.
About Campbell Mithun With a 75-year legacy as a national agency, Campbell Mithun provides its clients with "Everything Talks" integrated communications solutions built around a big Pioneering Brand Idea.
About Famous Footwear Famous Footwear is part of the Brown Shoe Company (NYSE: BWS), the leading consumer-driven footwear company in the country. Brown Shoe has been making and selling shoes for over 130 years, and along with exclusive brand partners including Naturalizer, LifeStride, Carlos by Carlos Santana, Franco Sarto, Etienne Aigner, Dr. Scholl's, Nickels Soft and Buster Brown, they pride themselves on quality and excellent service.
Minneapolis-based advertising agency, Campbell Mithun asks that very question in its new multifaceted and company, the campaign marks the first time in the Famous Footwear brand`s history to employ a campaign incorporating all media to tell one cohesive story that goes beyond selling shoes to selling an experience. Television and still imagery was shot by renowned director and photographer, Peggy Sirota. The new campaign consists of television, radio, online videos, in store POS and collateral and user-generated content with a heavy online component including e-mail blasts as well as interaction with social networking sites. "Make Today Famous is Famous Footwear's call for everyone to make the most of each day," said Robert Clifton Jr., creative director at Campbell Mithun. "We have truly made Everything Talk to remind consumers that shoes not only change the way you look, the right pair can change the way you think, act and feel." The campaign recognizes the role shoes play in the consumer`s lives by reminding them that beyond function, shoes can make you feel carefree to powerful and everything in between, emphasizing how Famous Footwear can help make life's moments famous. Beyond fashion and emotion, the overarching message highlights Famous Footwear's value proposition of delivering "Famous" brands without spending a fortune. Launching July 13, the campaign expresses the very soul of the brand via a wide mix of touch points. Each message strategically tailored to promote the notion that each day, hour, minute and moment holds the promise of a chance to "Make Today Famous." On a personal level, a user-generated video that lives on www.famousfootwear.com as well as other social networking sites like YouTube, Facebook and Twitter asks people on the street "if you could do anything to Make Today Famous what would it be?" and then invites consumers to join the movement by uploading their own aspirations for making today famous. "We wanted to contemporize the Famous Footwear brand experience to challenge perceptions and create an emotional as well as rational connection with the audience. Hopefully creating droves of new customers in the process," said Jonathan Hoffman, president and chief creative officer at Campbell Mithun. "Make Today Famous demonstrates the power of making Everything Talk for a brand, which can only be accomplished in true partnership with a client, which is what we`re lucky enough to have with Famous Footwear. The campaign idea speaks to the customer at every point of engagement, in a singular differentiating voice." For the past two years, Campbell Mithun has made Everything Talk for Famous Footwear by generating pioneering brand ideas like Make Today Famous. For more information please visit www.famousfootwear.com and www.cmithun.com. 