Ted Baker’s spring 17 campaign features a 360-degree shoppable video, interactive windows and virtual reality experience, and will be shown episodically on Instagram Stories.
Ted Baker spring 17 campaign
The campaign takes the form of a tongue-in-cheek sitcom called “Keeping Up with The Bakers”, which follows the lives of the Baker family.
As well as the main cinematic advert, which is shoppable online, the sitcom will be played episodically on Instagram Stories over an eight-day period.
From today (16 March), desktop, tablet and mobile viewers will also have the chance to navigate a 360-degree shoppable film hosted on tedbaker.com, Asos in the UK and on nordstrom.com in the US.
Customers will be invited to poke around the Baker family home, reveal hidden content and purchase the collection, which is worn by the characters.
A 360-degree non-shoppable film will be available to view through Google Cardboard for a more immersive virtual reality experience.
To bring the campaign to a store environment, there will be interactive windows at select Ted Baker locations, such as the store on London’s Regent Street. Passers-by and customers who place their hands on the glass will trigger a camera, which will transfer their image onto the scene in the window.