ASOS launch their first ever innovative digital Menswear marketing campaign for Autumn/Winter 2011. Titled ?The ASOS Urban Tour?, the campaign will be a fully interactive digital experience setting out to uncover subcultures from across the globe and featuring the latest trends in culture, music, art and fashion from seven cities around the world?London, New York, L.A., Berlin, Paris, Tokyo and Shanghai. Utilising state-of-the-art technology, the campaign will launch to become one of the most exciting and innovative menswear executions to date.
The films showcase the ASOS Autumn / Winter 2011 collection and allow viewers full shopping capability from the looks worn by the performance artists creating a dynamic and functional social media viral campaign that has never been done before.
Three films, shot by two of the world?s leading street-culture directors, focus on London, Paris and Tokyo, and feature extreme examples of raw talent from dance, music and skating. The artists featured present unique and modern appropriations of these genres, allowing the consumer a feeling of tapping into the zeitgeist whilst experiencing seamless integration of entertainment, editorial and shopping.
London: The campaign launches September, 2012 with London being the first tier of activity. The film focuses on some of the world?s best and most unique dance talent all showcasing the ASOS Rambling trend, part of their Autumn / Winter 2011 collection.
The dancers filmed were as follows:
LIL? BUCK: 22 years-old, based in Memphis. One of the most unique current dance performers worldwide.
BABY BANG: 17 years-old, based in Sweden. Known for his dancing since the age of 11 and discovered on a televised talent show.
LOONEY, 21 years-old, based in New York. Known for his amazing footwork and good upper body strength.
ZEUS, 24 years-old, based in California. Original turf dancers who also enjoys writing poetry.
MARCIO, 25 years-old, originally from Portugal but now lives in France. Strong and athletic, he is an original power-mover.
Paris: The secondary tier of the campaign will be shot in Paris and will also launch on 12th September, 2012. This film focuses on the trend of in line-skating. A team of talented skaters shot by a camera operator on wheels will capture both how difficult and creative this art can be and gliding shots will showcase ASOS clothing in perfect detail.
Tokyo: The third tier of activity for the campaign will launch on 26th September, 2012 and will be based on a beatbox choir. A choir will be built from talented beatboxers and acapella vocalists creating a new culture. The choir will take to the streets of Tokyo all performing in ASOS clothing.
Directors:
1). SEBASTIEN STRASSER: Sebastian shot the first film in London. He lives in Germany and has shot for clients including Coca-Cola, Mastercard and Mercedes.
2). BEN NEWMAN: Ben shot both the Paris and Tokyo films. He is now regarded as one of the industry?s most talented young directors, having been honoured at last year?s MVA?s as Best New Director. He has shot music videos for the likes of Roots Manuva, Example and Wiley.
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Source: http://www.styleflavors.com/the-asos-urban-tour
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