The appointment follows a three-way pitch earlier in the year and will see ODD working with the Pentland in-house team as well as Lacoste SA to evolve the footwear category creative and develop communications across press, digital and retail channels.
Watch this space to see more of our work for the 2011 campaign.
Lacoste’s footwear brand is set to launch a marketing campaign, packaging and point-of-sale materials designed by Odd.
Lacoste appointed Odd about three months ago, following a creative unpaid pitch against four other groups.
The footwear brand’s head of international marketing Simon Jobson briefed the consultancy ‘to capture the history and heritage of Lacoste as an iconic sporting label, as well as to capture the notion of sport and movement’, says Odd creative director Nick Stickland. Odd has created packaging, point-of-sale materials and a look book, as well as in-store, print and digital advertising campaigns and film footage for potential cinema, Web and TV ads. ‘We devised the film for a trade conference, but it is flexible enough to become advertising for any channel,’ claims Stickland. The work will be launched over the next two or three months
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London, April 1st, 2009 A new series of crude and hilarious cartoons written and illustrated by the team behind Modern Toss and voiced by McKenzie Crook was launched at the Lock Tavern. They went as far as designing their own shoe to mark the occasion.
Click the thumbnail to watch all 6 episodes
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So rare for brands to get it right these days...Highsnobiety posted this example of one who has...
Only a matter of time before someone picked up on the fact that Chromeo have a track called fancy footwork, and that it might just make a good soundbed for a footwear ad.
Rather than just use the track, Kickers went round the festivals to gather footage of...yep, you guessed it...fancy footwork, for a chance to be part of the finished video.
Oh, and extra points for the rerubs being done by CSS and Sancho Panza..you can download them here.
Expect it to go viral sometime soon.
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International footwear brand Kickers launch user-generated video for ‘Fancy Footwork’ by Montreal-based electro duo Chromeo. Kickers commissioned this video to celebrate the release of a new and exclusive CSS remix of Chromeo’s album title track.
The Fancy Footwork campaign launched at music festivals last year where revellers were challenged to be filmed throwing down their finest footwork on-board a huge trailer for the chance to appear in a finished Chromeo video. The trailer toured some of the UK’s best live events such as Bestival, T4 On The Beach and Get Loaded. Each clip was uploaded onto video hosting website YouTube, generating 1000s of videos.
The video is a stop frame clip collage created by ODD, with production animation house Lovebite, who wove dozens of people’s dance-moves together to create a mountain of feet that would go on to power the star of the video; the home-made, motion-powered incredible ‘machine’ unleashing Kickers shoes.
Far from being ordinary shoes though, each is brought to life with additional limbs, wheels, helicopter blades and oodles of personality. Kickers have also partnered with Brazilian party-starters CSS for a remix of the track, as well as a special ‘remixed’ music video. At the sound controls, CSS provide a deft studio re-rub of Chromeo’s 'Fancy Footwork' complete with the kind of 8-bit machine funk that befits a beautifully hotch-potch visual production such as this. The audio file is available for download via the Kickers MySpace.
“The Kickers Fancy Footwork activity was designed to get festival-goers using their feet in such a way that could be captured and used to create a unique piece of user-generated, branded content. With their feel good dance tunes, Chromeo provided the perfect soundtrack and the CSS remix gives us an exclusive track to go with the new video.” Hugh Sweeney, Marketing Manager for Kickers.
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Kickers want your help to set the record for the most dancing legs in a music video ever.
Come and take part at the Kickers Fancy Footwork trailer at T4 on the beach, Get Loaded in the park and Bestival.
Check back soon to see the dancing legs we capture at the festivals and the final video.
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Creative agency ODD has launched a new campaign for Kickers footwear.
The poster campaign uses a series of paper-legged characters in an attempt to reflect the personality of different types of shoe.
ODD, the creative arm of Naked Communications, was appointed by Kickers in October last year. A spokesman for ODD said: “The campaign aims to break the stereotype for the footwear sector and build on the 'Feel Good' essence of Kickers.”
Creative Direction - Nick Stickland / Simon Glover
Art Direction - Richard Stevens / Stuart Bailey
Photographer - Jenny Van Sommers
Stylist and Prop designer - Adam Dawes
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