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IHAVEANIDEA.ORG > articles >  Catching up with the Tomorrow Awards’ Shortlists // A Hundred Lovers

Catching up with the Tomorrow Awards’ Shortlists // A Hundred Lovers

Posted on January 13, 2011 and read 2,362 times

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rafikcreditpic Catching up with the Tomorrow Awards Shortlists // A Hundred LoversRafik Belmesk
Operations, AKOS

The February 16th call for entries deadline for Winter 2011 of the Tomorrow Awards is fast approaching. It has always been our mission at ihaveanidea to not only celebrate incredible, forward-thinking work through the Tomorrow Awards, but to help educate the industry about what goes into creating such work. In that spirit, we have been featuring interviews with the winners and shortlisted entries, to give you all a little taste of what’s needed to stand out at the Tomorrow Awards.

100lovers 250x153 Catching up with the Tomorrow Awards Shortlists // A Hundred Lovers

A Hundred Lovers, by the talented folk at Anomaly London was one of the unanimously loved campaigns from the Spring 2010 who missed out on a trophy by the slightest of margins. We tracked down  creative Alfred Malmros, to chat about the making of the campaign and about Lady Gaga.


Tomorrow: How did the idea of tagging all the clothing items in a music video and basically start selling clothes through a medium no one had directly used before first come about?

Alfred: The brief was to create an online catalog for the clothing collection. The catalog is always a very commercial part of the site that has to do certain jobs like display products and drive sales. At first, during our brainstorm sessions, everything we came up with didn’t feel like we were using the internet as an interactive medium in any way. So we set ourselves the brief to do something that was social, that drove sales, and that was entertaining and relevant culturally. Not just for the people who are interested in Diesel clothes, but take it completely out of that context.

So we started thinking of different ways of doing that, and Matt Jarred, who was the creative director on it came up with the idea that we could make a social music video in which you could tag all the people starring as well as their clothes and drive that directly to sales. He had a friend who had just done a single called “A Hundred Lovers”, which inspired him to do something based on the number 100. So we got 100 people in the music video, and shot it in stop-motion in order to feature as much clothes as possible. It was a big range of clothes that we had to feature, and one of the ways to do that was through stop-motion, as you can pack in a lot more scenes than you normally would.

Then it kind of evolved as we talked to the production company, Stink Digital, who came up with loads of good technological advice on how to solve the tagging of the clothes, how to do the actual shoot etc.

Tomorrow: Was the client up for it from the start, or were they a bit more reluctant to do something that’d never been done before with their catalog?

When we presented the initial concept they just loved it and bought it immediately. They realized the potential.

We had made a film presenting it with the artist and then we played the song and everything so we had quite a lot of meat on the bone when we pitched the idea. They also liked the song, which is important when you’re making a music video, a lot is depending on that. And since the idea was quite closely tied to the topic of the song, it was crucial that they bought into it early, otherwise it would’ve been a long process of finding another band etc.

The YouTube clip of the video itself that wasn’t interactive is also up to a million and a half views now, so the song itself got a lot of traction which I think is really cool.

Tomorrow: Do you see this as a viable way of selling merchandise in the future?

Alfred: It’s not an idea to completely build a viable e-commerce for a brand, and navigation-wise, it is a step in-between buying clothes and the consumer, so it actually adds a step in the buying process.  But in this case, we wanted to do something culturally relevant to the target audience, something that would interest them.

So in a way, yes, it’s not an incredibly long idea, but I think you could do this every season with a new artist and a new technique of shooting the music video. So I think you could definitely do a catalog like this as its function is to display clothes. It’s important to see the difference between a catalog and a store and this was a way to pull people into the store, it wasn’t the store itself.

Tomorrow: Did it actually generate a lot more sales for Diesel?

Alfred: With stuff like this, some data was very easy to get. It got something around 1200 likes on Facebook and around 1.5M views on the video itself but we haven’t got the data yet of how successful it was in terms of sales. Especially as we ended our relationship with Diesel. So we kind of left the project there and haven’t seen the actual numbers.

I think from their perspective it was hugely successful since their fashion catalog doesn’t usually get seen by many people. It’s just dead on the back of the site. So from the point of view of how many people actually saw the clothes, it was very successful. From a sales perspective I don’t know.

Tomorrow: Do you think this technique could be used for other forms of online video?

Alfred: I think if online players are developed to work that way, then definitely. What we loved with the concept was that everything in the video was clickable and no one has ever done that since.

If you see that Lady Gaga video Telephone that got famous because of all the product placement, it’s interesting why they didn’t think of the idea of tagging the products to be taken to the brand’s sales site. I think it’s something they should’ve done, no? (laughs)




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