ASOS Urban-Tour Interactive Dancing
ASOS has launched a global digital interactive campaign for menswear, by Bartle Bogle Hegarty and Stinkdigital. The platform “urban tour” promotes the autumn/winter 2011 menswear collection. It focuses on the latest trends in culture, music, art and fashion from seven cities – London, New York, Los Angeles, Berlin, Paris, Tokyo and Shanghai.
Three films were shot that focus on London, Paris and Tokyo and feature extreme examples of raw talent from performance artists.
Users can interact with the film by clicking on an individual dancer, who breaks out from the group and launches into their performance. The surrounding environment remains the same, as if frozen in time.
All the dancers are dressed in ASOS clothing and users can click to buy the garments at any point during the film.