Atacac: A Vision of the Future of Fashion

Described as a clothing company for other designers, Atacac aims to revolutionize the fashion industry and change the way those involved design, produce, present, and sell garments. As its “Different from the Outside In” tagline suggests, the fashion studio is rooted in simplicity, movement, and kinetic garment construction. Said plainly, the future is here. 

A quick glance of the homepage and it’s evident Atacac’s online presence mirrors its mission, philosophy, and forward-thinking. With a soundtrack reminiscent of the Stranger Things show and a pair of back-to-back figures passing for avatars, the site transcends art and technology. Click left to see a photo of the man and woman portrayed as rivals, experience a sharp contrast in color between black and different shades of orange, and browse the brand’s latest collection: Transitions in the Anthropocene.

Offering unlimited combinations or one capsule wardrobe, the collection features nine unique garments composed of four natural fabrics. Click right to shop the collection at Sansar.com, where users can create their own product, outfit, or attire thanks to Atacac’s collaborative approach, belief in open-source fashion, and Sharewear option. Sharing the pattern and 3D model of a long list of garments, Atacac gives designers and consumers the opportunity to download the goods for free.

In addition to supporting open-source fashion, the company’s implementing of digitalization, practicing of Made in Sweden, and applying of a pre-order price strategy help to reduce waste. Under the “Company” section and below the “Design” and “Sustainability” links, the tab “Price Model” clearly describes its reasons for using this strategy and compares the traditional price model to the Atacac price model via a graph.



At Your Service, Door-to-Door

Following the success of its Free Food Parcel scheme, which delivered food packages free of charge to local residents in need during the initial lockdown, Kings Mall Shopping Centre (London, UK) and Hammersmith Business Improvement District (BID) expanded their partnership to host Free Touring Kerbside Entertainment. Described as the next stage of a community-focused response to COVID-19, this program tackled the nation-wide lack of access to arts and culture with its door-to-door service of live entertainment. With venues closed and shows on hold, the community has been denied the pleasure of film, theatre, music, dance, poetry, and art. As a result, the team organized free live entertainment not only on the streets and in the public areas of Hammersmith, but on residents’ doorsteps.

Since the impact of COVID-19 has been equally challenging for both residents and performers, throughout August and early September, the team worked with artists and companies such as the English Touring Opera, H&F ArtsFest, and DanceWest to bring life and energy back into its area twice a week. Tuesday and Thursday afternoons, participating artists and performers made a number of separate visits during each session. From communal gardens and public squares to office foyers and housing association blocks, this service caused smiles, laughs, and tears. Supported by e-cargobikes as its transport partner, Touring Kerbside Entertainment prioritized offering engagement and promoting sustainability. Using the same entry process as for Free Food Parcel, recipients requested a performance via a dedicated online form and those selected received e-mail confirmation to schedule a date and time. Following the selection process, the team devised appropriate itineraries according to the addresses and neighborhoods of registered residents. Each afternoon, the performers started and ended in a public space to ensure that a general audience experienced the same live entertainment.  

With the need to adhere to social distancing, the team was unable to organize the scope and level of outdoor performance that it had done in the past with events such as its Summer Festival. Therefore, Kings Mall and Hammersmith BID sourced entertainers that could be transported easily and avoided blocking pavements, impacting lines, and/or effecting traffic stops. Collaborating with a number of organizations that have a strong foothold within the West London entertainment district, the programming and promoting of Touring Kerbside Entertainment took place via e-mail, website, and social media. In addition to generating awareness via word of mouth from organizers, performers, and recipients, Hammersmith BID covered the activities on its own website through its news section. Requiring no spending, all advertising of this initiative consisted of earned media. In particular, an unprompted tweet by television and radio presenter, Tony Anstis for the initiative led to a great amount of engagement on social media.   

As an indicator of success, throughout the program’s duration, all available slots were either pre-booked or filled by those interested in taking part. For individuals and businesses unable to experience or attend a live performance, the team created a screen installation in Lyric Square, which provided an additional physical outlet for entertainment. Showing clips and scenes from Touring Kerbside Entertainment, the screen attracted shoppers, workers, visitors, and strolling families. 

“[Through Touring Kerbside Entertainment, we have continued positioning Hammersmith BID as a community resource as well as focusing on B2B. This would provide added value to our levy payers, as it would expand our marketing reach, raise our profile, and allow a new audience to engage with the BID’s market messaging],” noted Julia Gosling, head of marketing and events for Hammersmith BID. 

“[Many of our levy payers rely on footfall in the town center so our engaging more closely with the community would serve as a long-term advantage for them. We already have a B2C tool, the Privilege Card, and this initiative has built toward the success of the loyalty program].” 

More than seeking to achieve conversion into retail sales or new shoppers, this collaboration aimed to build a sense of community and improve wellbeing. As evidenced by its Made in H&F (Hammersmith & Fulham) pop-up boutique, Kings Mall constantly strives to foster “a deep current of creativity” and provides a marketplace for local artists, makers, creators, and craftspeople to display and sell their creations. A dedicated space to showcase art, jewelry, accessories, bags, cards, urban wear, and upcycled furniture, Made in H&F is a popular stop among shoppers in search of a special gift.

Described as “being based on the ground” in Hammersmith, it’s believed that the BID is able to connect with its community in a way that can’t be done only digitally. Supported by Parcels not Pollution, its zero-emission delivery service, the BID intends to continue working on the ground and in the community. Next on the list: Implementing its Parcels to Home program to assist residents and businesses throughout the second lockdown and beyond. 

MORE…

Free Food Parcel:

  • Executed in partnership with Kings Mall and Sainsbury’s throughout the month of July
  • Delivered by Parcels not Pollution within the borough on a “first come, first serve” basis
  • Essentials available: Milk (1.000 pints), bread (500 loaves), fresh produce, and eggs (3,000)
  • In total, 500 basic food parcels were delivered directly to local residents’ homes across the borough

Parcels to Home:

  • This new seasonal program will feature an assisted shopping service and a click-and-collect service to serve both residents and businesses throughout the holiday season
  • Delivered by Parcels not Pollution within the borough free of charge for residents or business owners who would like to deliver direct to their friends/ family or customers, respectively 
  • As part of its Shop Local Shop Safe campaign, Parcels to Home is an exclusive service for Privilege Card members 
  • Dates for this program: November 16 through December 25

(Source: Hammersmith BID.)



A Rest for the Best in the Business

To mark its 85th anniversary, KitKat took its iconic slogan, “Have a break, have a KitKat,” to the next (and literal) level. A Wunderman Thompson agency creation, the digital-first #ABreakForHaveABreak interactive campaign asked fans and followers to generate a soundalike slogan under this hashtag. As one of the world’s most recognized and longest running taglines, pressing pause allowed KitKat to reinforce all that the line stands for and enable it to return refreshed and ready to go for the many more years ahead. Presented with a unique opportunity, the creative team decided to build on a simple and clever idea to use the brand’s most famous property to strengthen KitKat’s message and celebrate the comforting moment.

Bringing together the playful spirit of the brand and the memorable nature of “Have a break, have a KitKat”, the fun and fresh concept of this campaign naturally evolved. While the catchphrase took a mini-break of its own for ten days in October, the team introduced a social media contest featuring a participatory element and an AI online slogan generator. With the minimal concept of this campaign and the context of the KitKat anniversary in mind, the brand aimed to reconnect the public with the name in a meaningful and modern way. 

“KitKat is not a brand short of fans or long-term loyalists. This campaign rewarded them with the rare opportunity to have a say and play with [its] most famous brand asset, flex their own creativity, and be part of the brand’s history,” explained Loren Hargreaves, global account lead, Nestlé KitKat, at Wunderman Thompson.

“This campaign sought to bring KitKat closer to its consumers [on] a much more emotional level, bonding them over a shared special celebration beyond the usual impulse buy at the till.”

Activated across multiple social channels, including Facebook, Instagram, Twitter, and YouTube at both a global and market level, this celebratory campaign reached a diverse audience and stimulated vast and varied participation. Throughout the #ABreakForHaveABreak campaign, the company posted daily, motivating users and brands to get involved and using a different tactic to inspire new entries. As part of its central strategy, the team launched an AI bot to provide participants with a little extra help to come up with their submission. A list of big-name brands such as Krispy Kreme, Yorkshire Tea, and Fruit Pastilles participated in this campaign, too, and helped to spread the word. Following the social contest, Jeremy Bullmore, legendary creator and one-time creative director and chairman of J. Walter Thompson, selected the winning entry. The prize: An enviable and anniversary-appropriate 85-hour stay for two at a luxury hotel, all compliments of the KitKat brand.

“[For each day of #ABreakForHaveABreak, KitKat also announced a top slogan as its ‘Pick of the Day’ to recognize the public’s efforts and stimulate further engagement. From these picks, Jeremy Bullmore, being privy to the creation of the original slogan in 1957, was called upon for the deciding vote. His choosing of the selected winner helped to bring the 85-year anniversary full circle, celebrating the old and recognizing the new,” Hargreaves noted. 

“Combined with planned brand outreach and PR amplification throughout this campaign, its naturally shareable nature fostered a buzz and continuing engagement without the need for large media investment. In fact, only 4-5 of KitKat’s markets required paid media support behind the campaign assets].” During this time of global uncertainty, many people are experiencing and coping with stress, anxiety, and depression more than ever. With the increase of health and safety measures such as sanitizing, mask wearing, and social distancing, across countries and cultures, individuals are valuing positivity, connectivity, self-care, and “a good old break from it all.” 

While snacking on a treat won’t solve the ongoing impact of COVID-19, taking a break can help to establish a more positive mindset. 

“In such a world, KitKat will continue to be the champion of breaks, inspiring us within our new-found context, plentiful of digital interaction and virtual connection. Digitalization will continue to be integral to KitKat’s marketing strategy and will only strengthen as our accessibility to the physical world wanes,” Hargreaves added. 

“In light of our new cultural reality, many marketing strategies are being explored and designed, but all with the same, ever-important premise to inspire people far and wide to have a break.”

The #ABreakForHaveABreak challenge received a vast amount of attention from the public and fans of the iconic brand:

  • YouTube impressions: 6,788,246 (+12% higher than estimated)
  • Facebook and Instagram impressions: 187,493,125 
  • Audience reach on Facebook and Instagram: 67,649,312, delivering 8,781,725 engagements at a lower CPM than forecast
  • Twitter engagements: 172,991. The campaign overperformed across all Twitter benchmarks and campaign estimations

The purpose of driving all of this engagement was far deeper than a quick injection of sales. Rather, it reinvigorated the KitKat brand’s fundamental purpose and ethos to fans old and new in an interactive way, prompting conversations around a positioning that has stood for decades.



“Invites, Not Presents” Replaces a Photo Finish with a Photo Future

As a fully digital retail service, Photobox transforms favorite moments into beautiful gifts for family and friends. Described as the expert in personalized gifts, the company offers a wide range of products, including photo books and calendars, canvas prints, wall art, mugs, magnets, puzzles, playing cards, and cases. Encouraging individuals to share, connect, and experiment, creativity is the company’s core value.

With the drinking of eggnog, purchasing of presents, listening to seasonal music, and decorating of the Christmas tree, many consumers embraced the holiday season early this year. Looking for a reason to experience a sense of excitement, as a collective, we’re ready to celebrate the end of 2020. With the tradition of baking, mailing, and gift-swapping just around the corner, Photobox’s “Invites, Not Presents” campaign was created for a Christmas like no other. Considered an “optimistic love letter to moments of togetherness,” this campaign is rooted not only in the need for physical touch and human interaction, but also optimism for the future. In collaboration with The Brooklyn Brothers, a fully integrated earned-first advertising agency, the team combined storytelling with digital, social, and experiential marketing to adapt to evolving consumer behavior. 

“[Invites, Not Presents reacts to our fundamental need for moments of physical togetherness, which have obviously been greatly restricted throughout this year and the COVID-19 pandemic. This campaign invites people to use Photobox photo printing gifts as pledges to spend more time together. As a canvas for creativity that says ‘let’s do more of this’ to the recipients of Photobox gifts this Christmas],” says a representative of The Brooklyn Brothers. 

Elaborating on the holiday spirit of this campaign, as opposed to focusing on the nostalgia of former Christmases, the brand aims to spark new stories and moments of togetherness in the near future and inspire its community to face forward to a time when we can return to living our best life. Since holiday advertising can often be excessively sentimental, particularly in this retail category, Photobox avoids what its team calls classic cliché tropes to reflect the current global and social climate.  

A part of Photobox’s overarching theme and tagline, Let’s Go Make Stories, at the center of this campaign’s marketing strategy is a TV placement that describes photographs as invites to more time together and the stories we’ve yet to make. Directed by Saam Farahmand in association with Black Cap Films, and executed by The Brooklyn Brothers, this ad highlights that Christmas is going to look very different this time around. Launched across Europe, the initial public response has been positive, with higher impressions and views than expected and performance metrics on the upside.

“[Working in a COVID-safe environment and with a challenging timeline, Farahmand delivered a strong vision full of energy and scale. The story is a journey through our protagonist’s invitations for the future, the products magically placed in those contexts; it’s a magnificent blend of simple story and technical challenge],” the agency’s representative added.

Targeting a new and younger audience, which traditionally identifies photo printing and gifting as something that members of an older generation does, Photobox tries to capture the relevance of this trend for relationship building and maintaining, especially during this unexpected time. Just one example: Creating a shared recipe book that could be sent to friends, neighbors, and colleagues in a social group to inspire future dinner parties. As demonstrated by Invites, Not Presents, photo books are more than a way to simply capture and re-live memories from previous dinner parties.

Photobox fast-tracked the release of new product innovations such as its photo tiles to place under the tree and respond to the need for more physical reminders of our stories and loved ones around the house. According to The Brooklyn Brothers, by offering consumers digital-first customer service with products of pertinent relevance during a time when people have been unable to purchase in-store, Photobox has helped to support the recovery of the retail industry. In addition to product innovations, this campaign promotes its service innovations, including a recently enhanced digital app and home delivery option. 

After flipping the calendar, the modern digital service brand will continue to provide a canvas for creativity and develop a digital-first 360º marketing plan to improve communication and earn the attention of its audience, striving to continually optimize the customer service experience and innovate the product range to meet the needs of a modern audience.



Volume 25: Fall/Winter 2020 Edition Sample

Not yet a subscriber? You can take a look at a sample the newest issue of Trendz here. If you like what you see, subscribe for full access.

Click the frame icon on the reader below to read in full screen. Click the magazine in the reader to zoom in, and press escape to return. You can also use your arrow keys to navigate.

(more…)