This work was chosen as a D&AD Best of Year 2013
General aim for this project was to interact with Ted Baker brand and its’ new location in Hong Kong, at the same time it was attempt to introduce unique approach to fashion and style. The idea is based on combination of British and Hong Kong culture trough visual symbols and styles which are connected and invite viewer to get new experience, interact and have positive emotions. Another aim was to create strong and easy connection between consumer and brand based on simple visual elements . Trough the game people asked to add new details to their style, to be more experimental and curious, be brave and have individual unique voice.
The campaign itself is working from several touching points and involve attention from different interaction. It’s a mobile application for a game, online competition, twisted banners, personal invitation. The entire experience is built around a story of twisted image. The Idea of Get Twisted campaign rely on easy access to the game and easy communicate their experience with friends. Ted Baker directly interact with consumers, involving and enticing the audience to become an active part of the brand.
For this campaign I choose media in an unusual context, which does not involve special equipment. Twisted banners rotates from power of wind flow and reveal to a viewer complete message. As well message on the chopsticks package creates ability to get message in unique form from simple iteration. All media location were chosen according to specific of Hong Kong culture and city structure.
General aim for this project was to interact with Ted Baker brand and its’ new location in Hong Kong, at the same time it was attempt to introduce unique approach to fashion and style. The idea is based on combination of British and Hong Kong culture trough visual symbols and styles which are connected and invite viewer to get new experience, interact and have positive emotions. Another aim was to create strong and easy connection between consumer and brand based on simple visual elements . Trough the game people asked to add new details to their style, to be more experimental and curious, be brave and have individual unique voice.
The campaign itself is working from several touching points and involve attention from different interaction. It’s a mobile application for a game, online competition, twisted banners, personal invitation. The entire experience is built around a story of twisted image. The Idea of Get Twisted campaign rely on easy access to the game and easy communicate their experience with friends. Ted Baker directly interact with consumers, involving and enticing the audience to become an active part of the brand.
For this campaign I choose media in an unusual context, which does not involve special equipment. Twisted banners rotates from power of wind flow and reveal to a viewer complete message. As well message on the chopsticks package creates ability to get message in unique form from simple iteration. All media location were chosen according to specific of Hong Kong culture and city structure.
