Freshcotton Amsterdam Promo STÜSSY X FRESHCOTTON: BAKED by Arnold Worldwide Amsterdam

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STÜSSY X FRESHCOTTON: BAKED

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Industry Clothing
Media Promo & PR
Market Netherlands
Agency Arnold Worldwide Amsterdam
Executive Creative Director Paul Stechschulte
Creative Director Colin Lamberton
Creative Joris Kang'eri, Rickard Engstrom
Producer Neil Henry
Typographer Corbin Poticha
Released January 2013

Credits & Description

Advertiser: FRESHCOTTON
Agency: ARNOLD AMSTERDAM
Category: Retail (Incl. Restaurants)
Advertising campaign: STÜSSY X FRESHCOTTON: BAKED
Creative Director: Colin Lamberton (Arnold Amsterdam)
Strategy Director: Didi Sutisna (Arnold Amsterdam)
Project Manager: Emma Phillips (Arnold Amsterdam)
Film Director: Doug Hancock (Darlings Amsterdam)
Client: Freshcotton (Freshcotton)
Still Photographer: Kristoffer Rozental (Darlings Amsterdam)
Retouching: Loupe Amsterdam (Loupe Amsterdam)
Producer: Neil Henry (Arnold Amsterdam)
Executive Creative Director: Paul Stechschulte (Arnold Amsterdam)
Digital Execution: Cartelle Amsterdam (Cartelle Amsterdam)
Typographer: Corbin Poticha (Arnold Amsterdam)
Editorial And Post Production: Darlings Amsterdam (Darlings Amsterdam)
PR: Finchfactor (Finchfactor)
Creative: Joris Kang'eri (Arnold Amsterdam)
Maestro Chef: Misha Sukyas
Account Director: Amy Manganiello (Arnold Amsterdam)
Account Executive: Marjolein Vermaesen (Arnold Amsterdam)
Director/Photographer Making Of/Trailer: Paul D. Scott (Darlings Amsterdam)
Creative: Rickard Engstrom (Arnold Amsterdam)
Director Of Photography: Tobias Pekelharing (Darlings Amsterdam)

Outcome
The campaign created a large amount of unpaid media buzz on very relevant fashion blogs such as Hypebeast, High Snobiety, Complex and news outlets as varied as Mashable, Huffington Post. More importantly, we successfully increased visits to the main retail site by 35% and sales by 23%. It also spread the name of the small Dutch online retailer across the globe, both within the industry and to consumers.

Relevancy
For a streetwear brand, drug culture is obviously very relevant and interesting to the target audience. Recently food has been becoming more so, as cooking skills are now seen as important to young men. The combination of the two was something new, and created the perfect vehicle for an online young men’s lifestyle retail store.

Client Brief Or Objective
FreshCotton, an Amsterdam-based online fashion retailer, wanted a different approach when launching their seasonal lookbook. We decided to lead with the exclusive Stüssy Amsterdam t-shirt, and developed an approach that was uniquely Amsterdam, while also grabbing the attention of potential customers worldwide. We wanted to raise awareness, and hopefully sales of the exclusive T-shirt, general awareness of FreshCotton as being a great place to buy clothes, and also see if we could get people to come through to the main website to buy clothes directly.

Implementation
We took Amsterdam’s liberal coffee-shop culture, mashed it with food & fashion and gave them BAKED. A 3-part cooking show, accompanied by a lookbook / cookbook where haute cuisine meets street-legal drugs. Chef Misha used everything from well know Marijuana to lesser know stimulants, aphrodisiacs and hallucinogens to create truly mind-blowing food. The idea was brought to life using a microsite that displayed the 3 recipe films, and a downloadable PDF of the cookbook, which contained six recipes interspersed with fashion photography, also given a psychoactive twist.