Christmas is a time where partners flock to Agent Provocateur to buy something special for their wives and girlfriends. But partners often buy what they think their spouse will look good in, not necessarily what they'll feel good in, meaning January sees Agent Provocateur's most returns and refunds.
Alongside Agent Provocateur creative director Sarah Shotton, I wrote and creatively led Naughty or Nice - an interactive acid trip which explored a woman’s duality by letting them play with naughty or nice sides through a female gaze. Starring actress Juno Temple, the experience was stuffed with David Lynch inspired elements, from fearless and sinister to sweet and seductive.
The playable film allowed the viewer to tap between Naughty and Nice narratives of the same woman and was a first of its kind in digital technology.
Alongside Agent Provocateur creative director Sarah Shotton, I wrote and creatively led Naughty or Nice - an interactive acid trip which explored a woman’s duality by letting them play with naughty or nice sides through a female gaze. Starring actress Juno Temple, the experience was stuffed with David Lynch inspired elements, from fearless and sinister to sweet and seductive.
The playable film allowed the viewer to tap between Naughty and Nice narratives of the same woman and was a first of its kind in digital technology.
TEASERS
We teased the campaign with snippets of both sides of the story.
ONLINE
The film directed viewers to a tailored shopping experience of their preferred naughty or nice products depending on their interactions with the naughty or nice narratives, and was followed up with tailored direct comms and product recommendations.
MENAGÉ À TROIS
The experience was followed with a WhatsApp activation 'Menagé a Trois'. A three-way WhatsApp chat which helped couples find the woman's perfect garment together, by opening up to each other and talking saucy with the help of a seductive agent.
EXPERIENTIAL
Naughty or Nice extended offline to nationwide store window displays, merchandising and in-store events.
COVERAGE
The campaign received over 80 pieces of coverage including The Huffington Post, Elle, Harpers Bazaar, The Daily Mail and The Sun.
RESULTS
As well as mass coverage, post-Christmas returns were down 18%.
Director: George Belfield
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DECODED Fashion Futures Awards: The Master of Mobile [Winner]
DECODED Fashion Futures Awards: The Master of Mobile [Winner]