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作者：雷霆之怒公益服 来源：http://www.edmi.com.cn 时间：2020-09-07 22:44
NEW YORK, Sept. 5 /PRNewswire/ -- At this year's New York Fashion Week, Elle Macpherson Intimates is again pushing boundaries with the first use of customized digital technology in an outdoor campaign. The installation at 1035, 6th Avenue, takes customer engagement with the "Self Portraits" campaign to a new level of intimacy and interaction.
Using leading edge kinetic technology, the installation engages the viewer, allowing a peep of "Bubblegirl" and "Saucergirl" when activated by human movement. Demo video on YouTube: ?v=kL-QXXycciQ
"Bubblegirl" is one of a series of seven beautiful and mysterious vignettes in the "Self Portraits" campaign. Others include the quick-fingered "Balloon Girl," a shadow puppeteer and "Saucer Girl," a spinning tea cup illusionist. Dressed in the latest Elle Macpherson Intimates intimate apparel, each of the women shows off her special skill to a private audience of one camera in a moment of self indulgence.
"Self Portraits" launched globally in August 2007 online at and My Space as well as throughout the world in various media and in store.
Elle Macpherson says the beauty of the campaign lies within the fascinating nature of each story. "A woman alone in her private space is the definition of intimacy," says Elle. "Bringing to light the quirky and unusual side of ourselves that is often saved for when we are on our own is such a precious thing to watch -- I adore the individuality and personality of each woman."
"Self Portraits" is the reinvention of the "Intimate Stories" 2005 campaign which captured photographically the idea that everyone has a precious and personal story. This concept, refreshed for 2007 and directed by Gary Freedman of Sydney based creative collective Glue Society, was shot in New York earlier this year by award winning Australian photographer Max Doyle.
LEADING EDGE TECHNOLOGY:
The installation at New York Fashion Week in a vacant store window was implemented by Kinetic's experiential division, Destination Media Group, for the Elle Macpherson Intimates 2007 campaign. It utilizes a full vinyl advert install and a new media format called Human Locator. This is an interactive projection that reacts to human movement and can be placed in virtually any location and Elle Macpherson Intimates is the first to debut it in an outdoor location.
About Kinetic:
Kinetic is the world's leading "out of home" (OOH) media agency, 50% owned by Kinetic management and 50% owned by WPP. Kinetic Americas headquartered in New York and led by CEO, Steve Ridley, is the largest OOH agency in the US by billings and personnel. Through its six offices including New York, Chicago, Los Angeles, San Francisco, Miami and Atlanta, Kinetic offers clients wide- ranging specialist expertise through its complementary service divisions, including Aviator (Aviation Media), ALCANCE (Multicultural), Destination Media Group (Experiential and Interactive), Target: Health (Healthcare) and Hi Resolution (Production). Kinetic employs over 115 professionals in the US.
Kinetic is a sister company of MindShare, a media services agency that handled media planning and buying responsibilities for the campaign, which includes a multifaceted, digital effort on Glam.com, one of the nation's largest websites dedicated to women's lifestyle issues.
Source: Elle Macpherson Intimates
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