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New Blood Entry — Ekaterina Demina

Award: In Book

Advertising / 2013

‘On A Day Like This’ is a multimedia advertising campaign to coincide with the introductory launch of Ted Baker stores in Russia. The aim of the campaign is promote and engage new consumers with the unique British fashion retail brand. Starting with a performance piece of brand's arrival to grab people's attention and spread a word about Ted the weather theme progress in to more areas. Playing on the stereotypically unpredictable nature of British weather, the ceiling of the store will display a live broadcast of the London skyline. As well as lighting and weather sounds in the store would be responding to any ceiling changes, allowing the new customers to get an experience of British weather. In addition, there is an opportunity for visitors to appear in one of the digital frames around the store. By simply trying the role of weather broadcaster against the map background and uploading their pictures to the web. Knowing russian habit of dressing up according to the weather, a further touch point meant to introduce Ted Baker’s clothing to new customers, I have created an interactive digital lookbook which tells users the current weather conditions in their location and suggests some weather appropriate styles available to buy from Ted Baker, either in store or online.

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