Category Archives: Campaigns

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CHANNEL and Scorsese unite

photo from wwd

Fashion and film collide once again at the house of CHANEL, as Academy Award-winning Martin Scorsese directs a TV commercial for the new men’s fragrance.

The dare we say, handsome French actor, Gaspard Ulliel will be the leading man in Scorsese’s offering and  will also be featured in all advertising for the scent.

 CHANNEL’s prior foray’s into the cinematic arena have included working with Jean Pierre Jeunet, director of Amalie and the upcoming Micmacs and Audrey Tatou, director Baz Luhrmann of Romeo + Juliet and Moulin Rouge fame and Nicole Kidman.

 Scorsese’s venture into commercials combined with his amazing imagery, adrenalin- driven plot lines and complexity  will all be present as he gives his view of  a man’s world.

CHANNEL or Scorsese fans don’t get to excited yet, as the commercial won’t be out until September 2010.

-Melissa S. Robinson

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Filed under Art/Design, Campaigns, Fashion, Films, Media News

Fashion bloggers on fashion bloggers

Fashion blogging is a phenomenon that, as Suzy Menkes, head fashion editor of the International Herald Tribune puts it, “has turned the fashion monologue into a dialogue.”

screen grab from video

This new format that the fashion world has slowly mutated into exactly what Mary Scherpe documents in a short film she recently posted on her fashion blog, Stil in Berlin.

The film asks the brains behind top blogs such as Facehunter, lesmads and The Coveted to share their thoughts and experiences in the field. One of the findings is the shift from blogs being independent little snapshots of an individual’s thoughts and ideas, to major beacons of influence.

According to Yvan Rodic of Facehunter, “every year there’s more brands, more media who want to involve bloggers in campaigns, in collaborations.”  Menkes refers to this as seeding. Blogs can be incredibly beneficial to companies who want to appear on the radar, due to the desirable demographic that pays attention to these blogs.

The idea of the fashion monologue being turned into a dialogues is one that is still developing rapidly and very currently. Designers such as Burberry are turning to facebook to promote their products, and streaming their runway shows for the world to see.

As Rodic puts it, 2010 is a very exciting year to be a fashion blogger. We couldn’t agree more!

Check out the video too

-Elli Stuhler


Filed under Campaigns, Economics, Fashion, Media News, Technology

Haiti, Je T’aime!

Haiti, Je T’aime, is a benefit fundraiser that will be held this Monday, January 25 at the Revival Bar on 783 College St. in Toronto. The Revival Bar is sure to get rocking with DJ sets from Eon of Bedouin Soundclash, k-os, Brendan Canning of Broken Social Scene, DJ Starting From Scratch and others. The event, that is in part sponsored by, will be hosted by MTV, MuchMusic and CP24 personalities.

A minimum of $10 donation will be asked for at the door, with 100 per cent of the proceeds going directly to Plan Canada’s Haiti Relief Fund.

Bring your cash and cheques and make a bid on 50 different items at the silent auction, including goodies such as signed shoes from each one of the Toronto Raptors, concert tickets, dinner gift certificates, spa treatments, yoga passes, jewelry, and much more!

The 7.0 magnitude earthquake left the already impoverished country of Haiti even more devastated last week, which is why Managing Editor at, Caroline Shaheed, knew she had to do something to help. She pitched the idea and got a team together to start organizing Haiti, Je T’aime.

People from every corner are coming together to help out, so join in the fun and take part!

-Otiena Ellwand


Filed under Campaigns,, Events, Fundraiser, Jewelry/Accessories, Media News, Music, Shows, Silent Auction

Free Chairs Planted on Manhatten Streets

What would you do if you saw a really funky, free chair sitting in the middle of the sidewalk? You would take a seat and test it out and then you would probably take it home.

At least, that’s what many New Yorkers did when they spotted one of the 25 chairs planted on the streets of Manhatten by the Blu Dot Studio.

Unlike your average free street junk, these chairs are modern, well-made, new, and painted in pretty colours like robin’s egg blue and bright red.

What the chair-takers didn’t realize was that they were being watched.

The Real Good Experiment was created by mono and the Blu Dot Studio to celebrate their SoHo store’s one-year anniversary.

The company bugged the chairs with GPS-tracking devices allowing them to find the homes where the chairs went. They then went to the new chair-owners homes and interviewed them about the culture of “curb-mining”— when something free and arty is found on the street.

It may sound a bit creepy, but the video the Blu Dot Studio produced is really interesting because they show us where and with whom the chairs end up. We get a peek into these peoples’ homes and we get to see how the chairs suit all of the different environments they end up in (great advertising, too!).

We definitely have our eye on the Blu Dot Studio now. Can’t wait to see what other shenanigans they come up with!

-Otiena Ellwand

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Burberry’s Digital Strategy VIA facebook

When Emma Watson isn’t playing Hermoine Granger, the lovable frizzy-haired witch and sidekick of Harry Potter, the 19-year-old British actress is campaigning for luxury trench coats that have been around since long before she was a mere twinkle in her father’s eye.

Image from Burberry Facebook page

The latest installment of her work with Burberry showed up in January 2010, in the form of an up-close and personal video on the line’s Facebook fan page. The minute long snippet featured Watson bubbly as ever thanking everyone for their support, offers an update that she is currently having fun in London shooting looks for the Burberry Spring/Summer ’10 collection. She also promises her fans that looks from the shoot will soon be posted.

The video, with its grassroots and face-to-face feel, offers Burberry lovers a deeper connection to the product and to the British starlet. It also proves that Burberry has come a long way since establishing in 1856.

With over 740,000 fans of the Burberry page on Facebook, its choice of digital strategy through the web offers to be more far-reaching and accessible than magazine ads. Other videos include exclusive interviews with the Sartorialist, behind the scenes glimpses, and Chief Creative Officer Christopher Bailey wishing fans a merry Christmas.

-Elli Stuhler

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Filed under Campaigns, Fashion

Absolut Creativity

We don’t usually report on commercials, especially ones that are a few months old, because let’s face it, most of the time when we see commercials we simply tune out. We take the opportunity to go the bathroom, grab a snack, or simply change the channel. But, every so often there is an ad spot that grabs your attention and you actually want to watch it.

Absolut Vodka is the company that has provoked this post in favour of good ads. The company commission artists from around the world to spell out Absolute Vodka’s philosophy in it’s Absolut Anthem spot released in July. The one-minute spot is better than any commercial we have seen as of late, and one we don’t mind watching again.

It’s always nice when you see a deviation from the norm, and most commercials that flood our screens are for the most part lack luster. But there are exceptions.

Take for example the Sony Bravia ads from a few years ago; they were artistic, full of life, and whimsical with exploding paint, bouncing balls flooding the San Francisco streets or little bunnies popping up everywhere. These ads were beyond successful; millions of people watched them on purpose on

Cadbury has also had this kind of success with the drumming gorilla ad, and more recently with the little kids with the crazy eyebrows.

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