Geox Tests Waterproof Boots in the Rainiest Place on Earth… During Monsoon Season

Geox Amphibiox Cherrapunjee

What better place for Italian shoe brand Geox to conduct a test their Amphibiox waterproof boots than the rainiest place on earth… during monsoon season. The town of Cherrapunjee is located in Meghalaya state, northeastern India, and has an average annual rainfall of 12,028 mm. By comparison, one of the rainiest place in Canada is Hartley Bay – located south of Prince Rupert in BC – with an annual rainfall of 4549 mm, is far less than half the rainfall of Cherrapunjee.

The brand brought along four ‘product testers’, who they recruited earlier this summer on the Geox Facebook page. Along for the experience were: Venice Tour Guide, Andrea D’Alpaos; Spanish lawyer, David Subirats; Swiss photographer, Claudia Leisinger; and British ski instructor, Rob Spears.

The test is presented as a journey through the streets of Cherrapunjee. One by one, you meet each of the ‘testers’ and see a short film of their exploration in the village, forests and caves in the area. The gorgeously shot films are a pleasure to watch, and despite the gloominess of the environment, the beauty is more than apparent in the landscape and faces of the local people.

Data displayed on the top of the screen shows how many steps were taken in the boots, how much rain they were exposed to, the terrain, external temperature and of course, the dryness inside the boot.

The site was created by Oslo agency, SMFB, video was directed by with Rohan Blair-Mangat and production by London’s Stinkdigital.

[via Creativity]

Italy

Canadian Fashion Designers Craft Bathroom Tissue Gowns for 2012 White (and Pink) Cashmere Collection

Cashmere White Collection 2012

Who here hasn’t wrapped themselves up in toilet paper, closed their eyes and imagined themselves twirling around the room in a gorgeous gown?

No? Well I guess we have different definitions of a fun Saturday night.

This past week at Arcadian Court in Toronto, marked the debut of the ninth annual White Cashmere Collection. The collection showcases the work of fifteen Canadian designers who created everything from bridal and evening wear, to jewelry and, for the first time ever, footwear and children’s wear, all crafted from White and Pink Cashmere Bathroom Tissue. During October, which is Breast Cancer Awareness Month, 25 cents of every package of Pink Cashmere goes directly to the Canadian Breast Cancer Foundation.

The 15 designers include Anomal Couture by Sonia Leclair, David Jack, Izzy Camilleri, Adrian Wu, Ashtiani by Golnaz Ashtiani, Rodney Philpott Designs, LABEL by Shawna Robinson and Natalie Sydoruk, LuShyne by Lucci Rojas, Laura Siegel, Al Shakour by Suhaila Niazi, Cara Cheung, DRōN by Joël Bissonnette, MMCrystal by Michelle Merizzi, Jewelry by Karen McFarlane and shoes designed by Yvonne Lin for Town Shoes.

To view the 2012 collection or to vote for your favorite, visit the Cashmere VOTE Couture for the Cure Facebook App. Eligible voters (you have to be Canadian) could win 1 of 4 $2500 shopping sprees. Cashmere will donate $1 to the Canadian Breast Cancer Foundation for every vote, up to $10,000.

The campaign was produced by Toronto agency Strategic Objectives.

Canada

Creepy Lana Del Ray Video for ‘Blue Velvet’ Shows Off H&M Fall Collection

H&M Lana Del Rey - Blue Velvet

Earlier this summer H&M announced enigmatic singer Lana Del Ray as the global face of their fall advertising campaign.

To showcase the 2012 Fall Collection, Lana was teamed up with director Johan Renck for a remake of the classic 50/50s song ‘Blue Velvet’.

The video unabashedly channels the weirdness of David Lynch’s 1986 movie ‘Blue Velvet‘ so well that I almost expect to see Dennis Hopper’s Frank Booth character slink into the room wearing his oxygen mask.

[via BrandChannel.com]

USA

Musicians and Actors Collaborate for Volcom’s ‘Yo Gabba Gabba!’ Collection

Volcom / Yo Gabba Gabba! Collection

There are few other children’s shows that feature such an explosion of colour and creativity than Nick Jr.’s Yo Gabba Gabba!. Since it’s debut in 2007 the Gabba gang has welcomed an incredible list of musical guests including Weezer, The Shins, The Killers, Flaming Lips, and many more.

Series regulars Biz Markie and Devo’s Mark Mothersbaugh have been joined by Dave Grohl and his daughter Violet, Jack Black and son, and Jon Heder to help design tshirts for a special Collection from Volcom.

The Collection also features a very limited edition colored 7″ vinyl record of ‘I Can’t Believe It’s Really Happening’ by Wayne Coyne and Biz Markie, with a b-side (do kids know what a b-side is) featuring ‘He’s a Chef’ by Rocket from the Crypt and ‘I Can’t Believe It’s Really Happening’ Remix by DJ Lance Rock.

[via Rolling Stone]

USA

Benetton Launches ‘Unemployee of the Year’ Campaign to Support Non-Employed Youth

Benetton - Unemployee of the Year

United Colors of Benetton has long been well-known for it’s thought-provoking advertising, including a recent campaign featuring images of world leaders locking lips together.

Now the Italian fashion brand is launching the ‘Unemployee of the Year’, a contest to support the ideas of young non-employed people between the ages of 18 and 30.

Participants are invited to submit outlines of their projects at the UNHATE Foundation website, along with details of their ‘non-work experience’. Their project ideas will be voted on by other members of the community, and the 100 most deserving projects receive €5,000 have their projects turned into reality.

The initiative was created by FABRICA, in cooperation with 72andsunny Amsterdam

[via Agency Spy]

Italy

See Diane von Furstenberg’s New York Fashion Week Show Through Google Glass

DVF Spring 2013 show at New York Fashion Week through Google Glass

Google Glass technology was front and centre last week at the DVF Spring 2013 show at New York Fashion Week. The head-mounted devices were worn by the models, stylists and Diane von Furstenberg herself. It’s unlikely that the advanced augmented reality features of the device were ready and available to the wearers at the event.

However, the video and still capture functionality was being used, with photos being shared to the Google+ page and video compiled for DVF [through Glass] produced and edited by Greenpoint Pictures
.

In June at Google IO 2012, co-founder Sergey Brin announced that the public will have to wait until 2014 for the devices, while developers can get their hands on an “Explorer Edition” sometime early next year.

USA

Nike’s Facebook Finger Race App Promotes Lunarglide+ Shoe in Russia

Nike Running Russia - Finger Race

Can your fingers go the distance?

You probably should warm up with a few deep-knuckle lunges before you slip your fingers into a virtual pair of Nike Lunarglide+ running shoes on the Nike Running Russia Facebook page.

The app uses your webcam to capture the movement of your fingers and translate it into the forward movement of the shoes. It’s not easy, after a half dozen attempts I only managed a paltry .28 km in 45 seconds. The leading runner so far somehow managed to ‘finger run’ an incredible 39.38 km in just over an hour.

The app was created by Mindshare Russia.

[via Popsop]

Russia

UNIQLO Recruits YouTube’s Maru to Catvertize San Francisco Store Opening

UNIQLO Lucky Cube with Maru

Japanese fashion brand UNIQLO has teamed up with YouTube-famous feline Maru for ‘Lucky Cube‘, in a promotion for the October opening of their new San Francisco store.

Maru, a five year old Norwegian fold, is the star of his own YouTube channel with over 174 million views. If you love watching a large cat jumping into boxes or paper bags, this is the channel for you.

Maru’s skill at jumping into boxes is the basis of the ‘Lucky Cube’ contest. Each box contains a prize code which can be redeemed at a UNIQLO pop-up store in September or at the store after it opens in October. Prizes include 50 blimp rides, 100 ultra-light down jackets, and 1000 heat tech long sleeve crew neck shirts.

[via BuzzFeed]

USA

Meanwhile Downunder: Bonds Stages an Epic Underpants Dance-off

Bonds - What's Your Shape?

‘The Hipsters’ versus ‘The Quick Drys’… ‘The Cool Its’ versus ‘The GuyFront trunks’.. ‘The Comfy Tops’ versus ‘The Tails’? Not since the Jets rumbled against the Sharks in West Side Story has their been a dance-off like this, and seriously folks, who doesn’t love dancing in their underwear with a few of their closest friends.

Australian underwear brand Bonds wants to know ‘What’s Your Shape?’ and you could win a drawer full of undies for you and five of your mates. Just wander over to the Bonds Facebook page and choose which group you want to ‘hang’ with (oh yes, I went there). Right now, the Hipsters and are way out in front, with the Tails in second.

If you want to strip down, then get down with your bad self – you can download an mp3 of the music from the ad on the Facebook application as well… maybe just remember to draw the curtains.

The campaign was created by Banjo Advertising with the Facebook application developed by WiTH Collective.

Australia

Ted Baker Promotes NYC Store Opening By Tidying Up the Big Apple

Ted Baker 'Midtown Abbey'

To promote the opening of their new Manhattan store at Fifth Avenue and 48th Street, fashion retailer Ted Baker deployed a small army of proper British maids and butlers dressed up in 1920s-era uniforms.

The stunt was dubbed ‘Midtown Abbey’, no doubt to play off of the popular UK TV series Downtown Abbey; saw the butlers and maids scooping up dog poop, polishing the Wall Street bull, ironing wrinkled tourist maps and opening doors for taxi passengers.

[via Muse and Views]

USA