About the campaign
Washing machines aren’t the most glamorous subject. So when appliance manufacturer AEG asked us for a concept and campaign platform that would spark interest in the low engagement segment, we thought long and hard about it. After a lot of exploring we asked ourselves a simple question: what’s the most important element of laundry? The clothes, of course.
Together with AEG’s heritage of innovation and thought-leadership, our path became clear – we needed to explore the future of clothing. Our solution? Create an informative, yet stylish documentary that serves as a platform to engage and inspire open communication with consumers. What are the trends, technologies and innovations that will impact what we wear in 50 years time?
We gave it the title: The Next Black (for obvious reasons). Then we hit the road and met up with some of the most forward-thinking personalities in the clothing industry. 3 continents, 8 terabytes and 4 months later we released a 40-minute documentary to the world.
The result was more than just a film. Between the research, production and final cut we generated a vast amount of content for AEG to use across all their communication channels. But most importantly, the film created a platform for AEG to reach their audience and open a dialogue around important subjects, such as innovation, technology and sustainability.
Activation and result
The project was supported by a custom-built Facebook application with presentations of the people in the film, the subjects covered, extra material, interviews, an event for the launch and much more.
For the release we went both analog and digital: Online we spread it via top tier media sites with pre-screenings held by Mashable, Fast Company and Refinary29. We followed this with an extensive bloggers outreach program and press release distribution. In addition to the official release on YouTube, we collaborated with Filmbuff, making the film available on iTunes, Xbox Video, PlayStation, Google Play, Amazon Instant Video (US) and Vudu (US).
Offline we were interviewed about the film live on Monocle Radio in London. This followed with launch events in Berlin, Amsterdam, Brussels, Madrid and London, where the film screenings included panel discussions with people from the film and industry together with AEG representatives. The film is currently touring relevant conferences and film festivals around the world.
Parallel to our earned media program, we managed paid campaigns on Facebook, YouTube and Twitter. On Twitter we collaborated with key influencers and promoted their #TheNextBlack tweets to a targeted audience.
The film received over 100,000 views in less than 48 hours and 400,000 views in less than a month, with a +98% view rate compared to similar documentaries online. Over 300 articles about the project were featured in top tier sites within business, fashion, tech and sustainability. Resulting in an estimated reach of 150 million people.
The film poster was inspired by the Rorschach test
Suzanne Lee, here examining a piece of futuristic fabric, is the founder of BioCouture
Filming surfer enthusiast Rick Ridgeway from the clothing brand Patagonia
The intro sequence to the film was created as a journey through the history of fashion and clothing. Using vibrant colours, stylish illustrations and beautiful typography we move through hundred years of designers, style icons, trends and innovations.
Over 300 articles about the project was written in top tier sites within business, fashion, tech and sustainability.
The custom-built Facebook application where people could follow the progress of the film, view behind the scenes material, watch interviews with the cast and attend the launch event.
The film received over 100,000 views in less than 48 hours and 400,000 views in less than a month.
Suzanne Lee have taken a different approach to making clothes. Instead of traditional materials, she grows her textiles from bacteria. This would mean more sustainable production as well as fabrics with yet unexplored properties.
London based Studio XO exist in the intersection of art, technology and fashion. Today they create one of a kind interactive pieces for stars like Lady GaGa and Black Eyed Peas, but they envision a future where wearable tech and digital garments will hit the mainstream.
The textile industry accounts for about 20% of the worlds water pollution. This is something that Sophie Mather from The Yeh Group wants to change. Their DryDye technology reduces the water used to dye 1kg of fabric from 150 liters to almost nothing.
Rick Ridgeway is the Vice President of Environmental initiatives at Patagonia, one of the most sustainable companies in the fashion industry. In the film Rick talks about the concept of “Fast Fashion” and how we need to change our relationship to what we wear. He encourages us to buy less clothes, repair what we own and recycle the garments we can no longer use.
This is Robbie-leg. A test device for soccer shoes. He has a Cristiano Ronaldo level of accuracy when it comes to free kicks.
Our US team capturing the sunset in California, home of Patagonia.