06/2008
Our latest client work was the animated experience devoted to the new Gucci Chiodo Collection. Chiodo was unveiled this April at Baselworld, the international watch fair. It was inspired by the iconic square-head nail employed by the luxury goods house since the Sixties.
This project aimed to support the launch of the new Chiodo watch through a mix of multiple media: classic vehicles and innovative on-line channels. This 360° communication approach involved multiple targets and the communication mix leveraged on the combined effort of channels as print media, on/off-line public relations, outdoor, in-store activities, dedicated section on gucci.com, on-line advertising, podcast and widgets.
Next to the interactive overlay version we introduced for gucci.com we developed a special touch screen version for this beautiful Totem that was specially built for this case:
The touch screen totem
The aim was to get a smooth 360° view for the 3 lead styles of the collection and a natural movement - here is a preliminary video of the interaction, right from the wollzelle labs ;)
And here is how it looks in the store:
The web contents were utilized at store level too thanks to a digital totem enabling the customers to experience in-store the animation.
The widgets
For the 3 lead styles we created a widget presented in an earlier post in our blog. On Apple the widget entered both the “Top 10” and the “Staff Picks” list.
Besides showing time, the Chiodo widget will offer a notepad and a personal organizer. The widget is available on Yahoo and Apple.
The internal widget
An internal widget was developed for all employees to have a global countdown to the launch. The nice side effect was that people who are not so technology affine could experience what a widget is and how it works, on the other hand it sometimes scared us to see how time flies during the project ;)
Wallpapers
Screensavers
PopOver Integration on Gucci.com
The application was also integrated in 8 languages directly on Gucci.com.
Banner Campaign
We did over 90 different banners and site takeovers for international pages to announce the new Chiodo Collection, amongst others for New York Times, International Herald Tribune or MSN Taiwan. This is a screenshot of the femina.ch takover:
Sidenote: A lot of sites out there should work on their ad specifications they hand out, it was a challenge from time to time. Would be a great service idea to unify this information in a web 2.0 way. Felt like the blind leading the blind …
A balanced mix of print and web editorials enabling to announce the new watch and this innovative launch initiative, e.g. butterbloom or dazed digital.
It was one of the most exciting projects because it involved so many different media and we really enjoy multi-disciplinary design projects.