The Strand Arcade Showcases Latest Fashion In Interactive Video By The Royals

The Strand Arcade Showcases Latest Fashion In Interactive Video By The Royals
SHARE
THIS



Aussie creative and technology agency The Royals have unveiled a clever new campaign for iconic Sydney retail destination the Strand Arcade, showcasing the latest fashion for autumn and winter in a new music video for up-and-coming artist Sloan Peterson.

The video, produced by The Royals in partnership with //Thirteen & Co, showcases the latest A/W fashion from the Strand retailers, worn by Peterson and a cast of alumni dancers from Australian Ballet School and Sydney Dance Company, and plays to the soundtrack of Peterson’s new single, ‘105’.

An interactive overlay allows viewers to hover their mouse over the latest collections of featured brands for a close-up view of each item and shopping details.

The Strand Arcade campaign (The Royals)

The campaign, the first from The Royals since winning the account late last year, also includes print, point-of-sale and social.

The music video is the second ever to be shot in the Strand, with David Bowie’s ‘Let’s Dance’ video in 1983 featuring scenes shot in on the ground floor of the building.

The Royals creative partner Nick Cummins said: “I have always loved how fashion has been such an integral part of the music industry and vice versa.

“The Strand is the home to some of the best makers and designers in Australia, so having the opportunity to collaborate with them and Sloan in such an innovative way has been very fulfilling for The Royals.”

Melissa Prpic, group marketing manager at Ipoh, said: “The Strand Arcade has a heritage of being at the forefront of Australian fashion, celebrating authentic talent and harnessing emerging creatives, and our AW17 campaign is no exception.

“Our decision to create a bespoke digital experience was a natural progression for the Stand Arcade. The video platform allowed us to showcase the latest collections from our retailers in a new and innovative way using cutting edge technology. We are excited with the result and to be supporting a promising young artist such as Sloan Peterson.”

CREDITS

Client: Ipoh

Product – The Strand Arcade

Group marketing manager – Melissa Prpic

Senior marketing manager – Daniella Manuel

 

Agency: The Royals

Managing partner – Dan Beaumont

Creative partner – Nick Cummins

Art director – Adam Frazer

Copywriter – Lewis Farrar

Graphic designer – Anthea Wright

Integrated producer – Rene Shalala

Strategy director – Clare La Palombara

Account director – Priyanka Patel

Account manager – Michelle Kroger

 

Production Company: //Thirteen & Co

Director – Pete Moore

DOP – Christopher Miles

Producer – Catherine Warner

Executive producer – Roy De Giorgio

Photographer – Natalie Cottee

 

Post-production: The Goodman Bros

Editor – Joe Morris

 

Interactive Video Platform: WIREWAX

Please login with linkedin to comment

prc Strand Arcade

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]