On November, 10th, 2010, some lucky ones walking by the streets of New-York and London could appreciate an 8mn-4D show produced by cloth brand Ralph Lauren.

For the 10th anniversary of the online activity of the brand, Ralph Lauren has seen the big picture: a digital show based on mapping technology on the 4-storey Ralph Lauren store building. And not only a 3D show but a 4D show since they even add the smell and touch senses: the audience could smell the latest fragrances of the brand when the bottles appeared on screen! To realise that movie: 150 high-profile people during months and a 6-figure investement.

Above the magical and technological exploit (3D may not be brand new, the 4th dimension plus the scale and venue of the projection can be praised), what's interested in that brand initiative is how well thought it has been by the communications team. To them, the decision for a 4D-projection was relevant with the personnality of the brand: the fashion industry is about being ahead of their time and Ralph Lauren always used brand-new technology before their major competitors. A much better explanation can be found here by reading David Lauren, senior vice president of advertising, marketing and corporate communications.

Enjoy that interesting in-depth lesson of branding behind the scenes!

Sources: www.agdmag.com + www.darkplanneur.com

French "Logorama" movie goes to Hollywood!!This is the latest buzz in town! In Paris, for sure!

Logorama is the first animated movie created by French designers H5 (H5 (François Alaux, Hervé de Crécy, Ludovic Houplain) in 2009. Already known for its originality (the movie is entirely based on 2500 logtypes: the city, the characters...) and the many festivals it was nominated to (Festival de Cannes, Sundance Film Festival, etc), today's buzz is about its nomination to the Oscars!! But more than that, about how the American will officially react to their controversy movie. Controversy because the point of the movie is about denoncing the consumer society, which is often associated to the American way of living? Because American lw is not that free with using brands in term of rights? To be continued in a few days...

For the moment, it's the production company Autour de Minuit' and the authors's will not to broadcast the full version. SO keep an eye on the web after the Oscars ceremony, the full version might become available.

To better know the H5, click here.
For the interview of the H5 about their being nominated to the Oscars, click here  (French language only).
To see a bit of the movie, click here or here.

This year, to celebrate 6 years of successfull cooperation, the brand recently asked Takashi Murakami to design an animation around their cross universes. This has come up to a web manga, a new communcication style for Vuitton. Far from being a push to trigger out immediate purchase of Vuitton products, we can think this is a good strategy to attract or stick to a younger clientele, especially in Japan.