The new jeans line offers design features that "create a svelte, sensual silhouette; and updated details that accentuate stylish, sexy femininity". OgilvyOne used the opportunity to create a website that combines video, animation, flash-based graphics, voice-overs and a musical score -- with the fairy godmother bringing elements of kitsch and humour into the mix.
"The challenge for OgilvyOne was to create an online communication that touches the heart of women and their need to look beautiful," explained OgilvyOne Singapore managing director Chris Riley. "It's key in our strategy to provide a creative solution that not only accentuates the product, but also to experience the brand by expanding on the above-the-line concept."
The fairy godmother guides visitors through a series of rooms, highlighting the different features of the jeans and interacting by asking questions, revealing gossip and sharing styling tips. By enabling the character to talk to the visitor, the site hopes to distract attention from loading times.
"In the true nature of a fairytale, we wanted to tell a story," added OgilvyOne executive creative director Pete Moss. "This was a real challenge from conventional, menu-driven sites."
Other components within the website include the 'Jewel Box', containing downloads of wallpapers and screensavers, and the 'Make a Wish' contest that offers users the chance to win a pair of the jeans. "This is a departure from a regular product showcase. It's woven with a twist of magic dust and youthful energy," said Riley. The above-the-line component, meanwhile, includes two print executions inspired by the Grimm Brothers' fairytales, with the princesses or heroines dressed in the Princess Fit jeans. One ad is adapted from Snow White and the Seven Dwarfs, while the other taps Cinderella for inspiration.
The ads were shot in Amsterdam by Dutch photographer Erwin Olaf, who is renowned for his work incorporating fantasy, humour and eroticism. Campaign extensions include display windows, store interiors and other POS executions, with taglines such as 'Who is the sexiest of them all?' and 'Your royal slenderness'.
