ONLY, a womens jeans brand, is in the running to pick up a fresh batch of awards for “The Liberation”, an online interactive film experience bringing together the elements of a fashion catalogue, movie, game and music video. The on-demand, online video retail environment, launched online at onlybecausewecan.com in March 2012, is aimed at young women between the ages of 18 and 25. The entire experience was built around a story of rebellion. Three girls roll into a sleepy town looking for trouble. With a simple click at any time, the film freezes. Every item of clothing has been tracked and from here you can: browse, like, pin, tweet and buy. You are invited to interact with the film. You can steal a pair of jeans, and if you’re lucky, the experience crosses over into reality and the jeans are sent to your home. Free. You can download the soundtrack, which was also launched as a single. Finally your personal experience is summed up in a bespoke catalogue, so you can revisit the clothes you looked at, shop, share, download music and wallpapers. The campaign won a Gold Lion and two Silver Lions in Cannes, 2012, and has just been nominated for three Yellow Pencils at the D&AD Awards 2013.
The Liberation campaign was developed at Uncle Grey by executive creative director Jimmy Blom, art directors/copywriters Mia Lykkegaard and Katrine Jo Madsen, digital art director Daniel Nicolajsen, account director Charlotte Porsager, strategist Lars Samuelsen, senior creative technologist Karsten Kirkegaard working with Only marketing manager Niklas Andersen.
Digital work was done at North Kingdom by creative director Daniel Ilic, senior art director Jakob Nylund, producer Mia Wallmark, technical director Daniel Isaksson, front-end developer Einar Öberg, user experience designer Ana Cecilia Martins.
Sound and music were produced at Dinahmoe was by creative director Johan Belin and interactive director Erik Brattlöf. Music was composed and produced by Lune at Luneworld. The music is a specially adapted version of Lunes great song Let Go, produced by Carl-Michael.