Luxury brand Chloé is celebrating its 60th anniversary with an interesting integrated campaign that includes 26 short films, an exhibition, and a smart social media roll-out. The 26 short movies feature archive imagery, past advertising campaigns, music and editorials are inspired by the 26 letters of the alphabet, often used by Chloé founder, Gaby Aghion as naming convention for collections. Read more…
In France, Dior is online with a website to complete the communication action around its fragrance Miss Dior Cherie.
Since the key (and most expensive) part of the campaign is the TV spot directed by Sofia Coppola, the site is built around so, at first sight, you might think “yes, nice but it’s nothing new”. I tend to agree, the book interface has been done already hundreds of times, but I still think the Miss Dior Cherie site is still a good work to point out. And I’m not saying this because of the nice visuals or the beautiful music that welcomes visitors.
It’s not very clear to me what Lexus has in mind with the launch of Luxury Awaits. According to the press release of the agency who did the job, “the website is designed for the women who reach for the first time the world of luxury“.
The site contains editorial tips for a luxury lifestyle from travel to art, fashion and food. The idea is not bad, but the outcome is disappointing. Everything looks so fake, and you wonder why a luxury brand has to be didascalic and simplicistic to explain what luxury is about. Luxury is about showing, not telling… and If you really want to tell, there are much better ways to do it! Think, for example, about the Louis Vuitton travel guides launched last year.
If tomorrow you feel like doing something unusual and kind of stylish online, go to leoandlisa.iwc.com, and watch Kevin Spacey playing in “The Interrogation of Leo and Lisa” for your eyes only (or something like that…). At about 4 pm CET, the site will broadcast an exclusive short play written by Spacey himself to celebrate the launch of the new IWC Da Vinci watch collection. The idea is very original, especially if we consider there’s a luxury brand behind it (the agency btw is Futurcom), which usually tend to be rather traditional in their approach to communication. In this case, they’ve managed to match a touch of tradition (theatre) with the use of online media to reach a wider/global audience. I’m sure they will definitely generate some buzz around the initiative even among those who still don’t know much about IWC (and I belong to this group…).
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