adidas is re-imagining the holiday classics, “A Christmas Carol” by Charles Dickens, by launching a video titled The Cautionary Tale of Ebenezer Snoop, a story of “love, loss, regret and redemption of Ebenezer Snoop as he rediscovers his lost holiday spirit.” The brand’s Holiday 2012 Campaign new video, which will be available on November 26, features a roster of global celebrities including Snoop Lion (Ebenezer Snoop), Stan Smith (Ghost of Holiday Past), David Beckham (Present) and Derrick Rose & Rita Ora (Future) as well as other adidas celebrity faces, who will make cameo appearances—Jeremy Scott, Joe Tsonga, Dwight Howard and Andy Murray to name but a few. The film, which centers around the legendary holiday story, will help users take a fresh look at their own life and see if they are more Scrooge or Cratchit, bad or good.
digital campaign
Honda UK is promoting its new CR-V vehicle with Google Street View, encouraging drivers to get into one of the four terrains—snow, mountains, urban or forest,—first in the virtual space and then offline, behind the wheel of their all-new CR-V. To embark on the «Do-More-New» virtual journey, users are asked to enter their postcode and then choose one of the terrains. On doing that, they are directed to one of 12 locations across the UK, which represent land reliefs with different driving conditions.
With less than a month left before the end of the world according to Mayan predictions, Old Spice launches a new online game which plays around the apocalypse theme. The brand presents the Dikembe Mutombo’s 4 1/2 Weeks to Save the World old-fashioned video game, which mirrors the philosophy of the Believe in Your Smellf campaign and Old Spice’s bold attitude, preserved by brand even in the toughest conditions.
Ralph Lauren pays tribute to its own archives as well as to the rich history of the USA by launching a new destination, RL Vintage, where it unveils fashionable pieces drawn from the past. On the website, users can explore unique items to discover more about the story behind them, their origin and date of creation. Each season, Ralph Lauren will select different rare pieces from the House’s archives—the pieces will relate to some particular theme. The current range, The Western Collection, celebrates the history of the USA (some of the items are already sold out).
Starbucks is always among the first to tap into the Christmas frenzy. Annually, the coffee and tea brand introduces its holiday items with the bright and creative design, along with holiday activities, giveaways and apps. This year, the brand is keeping up to the tradition and launches its Starbucks Rekindle page, “Holiday Village,” in the USA, which offers tons of gifts to the local consumers.
Сoca-Cola is reorganizing its prime hub, www.thecoca-colacompany.com, to make it fit into the modern digital environment, shifting from the corporate website image to an online magazine positioning. According to The New York Times, the update is described by the company’s executives “as the most ambitious digital project they have undertaken.” The scope of subjects to be covered on the reimagined platform is ranging from entertainment, the environment, health and sports to corporate announcements, the website will also feature press releases as well as opinion columns, interviews, video, audio and photo content.