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Campaign

Only. Because We Can

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the rundown

To capture and harness the spirit of the ONLY girls and showcase the strong product DNA of the brand. We wanted to interact directly with consumers, involving and enticing the audience to become an active part of the brand. We also wanted to make it easy for the end consumer to buy, like, pin, tweet and drive more traffic to Only.com.

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The Building Blocks

The creative solution was an online interactive film experience called The Liberation. It’s a fashion catalogue, a movie, a game, a music video, and the world’s first on demand, video retail environment. The entire experience is built around a story of rebellion. As you watch the film you can start interacting with it. With a simple click at any time, the film freezes. Every item of clothing has been tracked and from here you can browse, like, pin, tweet and buy. Users are invited to interact with the action of the film, moving the story forward.
  •   Commerce
    Commerce
  •   Video
    YouTube

The Votes

The Details

Agency
Brand
Only Jeans
Targeted Regions
  • Europe
Marketing Objective
Launch Date
Jan. 1, 2012

The Team

  • Uncle Grey unclegrey.dk/
  • Jimmy Blom, Executive Creative Director
  • Mia Lykkegaar, Art Director/Copywriter
  • Katrine Jo Madsen, Art Director/Copywriter
  • Daniel Nicolajsen, Digital Art Director
  • Charlotte Porsager, Account Director
  • Lars Samuelsen, Strategist
  • Karsten Loewe Kirkegaard, Senior Creative Technologist
  • Kenneth Graupner, Junior Digital Art Director
  • North Kingdom www.northkingdom.com/
  • Daniel Ilic, Creative Director
  • Mia Wallmark, Producer
  • Daniel Isaksson, Technical Director
  • Einar Öberg, Front-End Developer
  • Ana Cecilia Martins, User Experience Designer
  • ONLY
  • Niklas Andersen, Marketing Manager
  • Bettina Schytt Therkelsen, Marketing
  • Only Jeans

The Stats

  • 442% increase on interaction
  • 3 Cannes Lions
  • 1 million views across 100 countries

The Results

The campaign was very successful. Within 2 weeks, we had over 280,000 unique visits and with the campaign spreading to thousands of sites and blogs, there was a 442% increase on interaction with Only.com. The Liberation movie has since been viewed over 1m times across more than 100 countries worldwide. The campaign also won 3 Cannes Lions at 2012’s Cannes Lions International Festival of Creativity.

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