Title | MASH UP |
Brand | BONDS |
Product / Service | YOUTH WOMENS UNDERWEAR |
Category | D01. Touchpoint Technology & Tech-led Brand Experience |
Entrant | HANNES AUSTRALIA (BONDS) Melbourne, AUSTRALIA |
Idea Creation | LEO BURNETT MELBOURNE, AUSTRALIA |
Production | BIG ACTIVE London, UNITED KINGDOM |
Name | Company | Position |
---|---|---|
Emily Small | Hannes Australia (Bonds) | Head of Marketing |
Michelle Taylor | Hannes Australia (Bonds) | Marketing Manager |
Mahli Pullen | Hannes Australia (Bonds) | Senior Brand Manager |
Jason Williams | Leo Burnett Melbourne | National Chief Creative Officer |
Tim Shelley | Leo Burnett Melbourne | Associate Digital Creative Director |
Stacey Karayannis | Leo Burnett Melbourne | Art Director |
Amanda Nicoll | Leo Burnett Melbourne | Group Account Director |
Suzi Williamson | Leo Burnett Melbourne | Senior Account Manager |
Nick Baum | Leo Burnett Melbourne | Senior Digital Producer |
Eliza Malone | Leo Burnett Melbourne | Senior Broadcast Producer |
Mat Maitland | Big Active | Director |
Karl Richter | Level Two | Music Supervision |
Georges Antoni | Georges Antoni | Photographer |
We gamified the shopping experience, by creating Bonds Mash Up. Millennial girls live to express themselves; they value exploring their own style over following trends. So we built a responsive digital experience using cutting-edge Three.js and WebGL, that allowed girls to mash hundreds of patterns and create a bra and undie combo that was all their own. Users could shop their favourite combos as well as share their creations with friends.
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Launching through film, social and online, users were driven directly through to our Mash Up site. Built using cutting-edge Three.js and WebG, the multiple layered and responsive digital experience looped to allow users to mash, mix and clash hundreds of pattern combos within seconds. Making every viewing experience totally unique. To encourage exploration, users could instantly and seamlessly mash up patterns by tapping anywhere on the screen. Or they could select their favourite designs from the pattern grid which gave live feedback on every mash up. Users could shop their favourite looks at any time as well and share their creations via their social channels.
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Bonds Mash Up was a tactile and responsive digital experience that gamified shopping for your bra and undies. Users could seamlessly mash hundreds of bra and undie patterns instantly and create unique combos that were all their own. Girls could instantly shop their combos or share their creations with their friends via their social channels. Bonds Mash Up, enabled girls to explore, express their own sense of style and interact with product in a way they never had before.
In a competitive fashion climate, we needed a fresh way to connect with our core audience of young fashion savvy girls. As any millennial, they are totally digitally focused, so we needed to refresh the way they shopped for their bra and undies. They also love customisation and self-expression and we wanted to give them an outlet to freely explore their own sense of style.