Carlings
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The work made for Carlings runs to 2 verified projects since 2019 — mostly AugmentedReality, Instagram and Filters.
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The Last Statement T-Shirt
Since the birth of youth culture, fashion has been a way of protesting and trumpeting its attitudes. One way the voiceless could come to terms and put their imprint on the debate. And no clothes make it clearer than the Statement T-Shirt. But fashion is also one of the world's most polluting industries. So what does a generation growing up in the shadow of global warming do? A generation that wants to be heard and seen - but think twice before buying new clothes? What if the design of your clothing continued to evolve after you bought it? What if changing the outfit was as easy as swiping between Facebook Filters? What if a single T-shirt could show a thousand designs? The Last Statement T-Shirt is an iconic piece of youth culture, rethought for a digital generation: the first Instagram-integrated ARq T-Shirt that can update its design with a single swipe. It gives our audience a unique value: Every day they can share a new animated statement design that sparks a current debate - without ever having to buy another T-shirt. Neither AR nor digital clothing is news. But so far they have been niche phenomena for the futuristic avant-garde. We found a creative way to use Instagram’s newly launched AR platform so everyone could use the T-shirt in an app they already used every day. And with a UI they already knew inside and out: Face filters. The T-Shirt has a graphic logo that your phone tracks with the built-in SPARK AR software in the Instagram App. Then an animated design is superimposed over the image. The software can even adjust the image to follow your movements and folds in the clothing, so even video footage becomes photo-realistic. Users could choose from a range of animated designs that were regularly updated to reflect current debates. DANSK Baggrund MERE HOLDNING — MINDRE SPILD Siden ungdomskulturens fødsel har mode været en måde at protestere og udbasunere sine holdninger. En måde de stemmeløse kunne komme til udtryk og sætte deres aftryk på debatten. Og intet tøj gør det tydeligere end Statement T-Shirt’en. Men mode er også en af klodens mest forurenende industrier. Så hvad gør en generation der vokser op i skyggen af den globale opvarmning? En generation, der vil høres og ses — men tænker to gange før de køber nyt tøj? Løsning ET IKONISK STYKKE UNGDOMSKULTUR GENTÆNKT Hvad hvis designet af dit tøj blev ved med at udvikle sig efter du havde købet det? Hvad hvis det var lige så let at skifte outfit som at swipe mellem Facebook-Filtre? Hvad hvis en enkelt T-shirt kunne vise tusinde designs? The Last Statement T-Shirt er et ikonisk stykke ungdomskultur, gentænkt til en digital generation: Den første Instagram-integrerede ARq T-Shirt, der kan opdatere sit design med et enkelt swipe. Det giver vores publikum en unik værdi: Hver dag kan de dele et nyt animeret statement design, der spidder en aktuel debat — uden nogensinde at skulle købe en anden T-shirt. FRA AVANTGARDE TIL ALLEMANDSEJE Hverken AR eller digitalt tøj er nyheder. Men indtil nu har de været niche-fænomener for den futuristiske avantgarde. Vi fandt en kreativ måde at bruge Instagrams nylancerede AR platform, så alle kunne bruge T-shirten i en app, de allerede brugte hver dag. Og med et UI, de allerede kendte ud og ind: Ansigtsfiltre. SÅDAN VIRKER THE LAST STATEMENT T-SHIRT T-Shirten har et grafisk logo, som din telefon tracker med den indbyggede SPARK AR software i Instagram Appen. Derefter superimposeres et animeret design hen over billedet. Softwaren kan endda justere billedet til at følge dine bevægelser og folderne i tøjet, så selv videooptagelser bliver fotorealistiske. Brugere kunne vælge mellem en række animerede designs, der jævnligt blev opdateret for at afspejle aktuelle debatter. Prøv evt. selv markøren på det vedlagte billede. Resultat IMPACT OG FORRETNINGSTRANSFORMATION Med over 150 artikler og næsten 6 millioner læsere blandt toneangivende mode-, teknologi- og businessmedier, blev The Last Statement T-Shirt bannerfører for en verdensomspændende debat om hvordan fysisk tøj og mode kunne indgå i en digital virkelighed. Store og små aktører i modebranchen måtte forholde sig til en snarlig fremtid, hvor designet for deres produkter ikke længere var låst i salgsøjeblikket, men kunne ændres digitalt. En debat med langt større impact end ren digital mode, fordi det direkte berører de millioner stykker tøj de allerede sælger hvert år — og ikke blot et nicheproduct med fremtidspotentiale. DIFFERENTIERING Det hjalp også Carlings, brandet bag, til at differentiere sig fra andre online tøjbutikker og cementere deres førerposition inden for digital mode oven på sidste års digitale tøjkollektion adDRESS THE FUTURE. Den store omtale har også gjort at Carlings er sprunget adskillige pladser op til første resultat på Google (og forbi ølmærket med samme navn) — uden brug af AdWords. BRUGERINVOLVERING Det første oplæg på 1.000 T-shirts blev udsolgt på en måned. Og målgruppen brugte dem flittigt: Hver enkel T-shirt generede i snit 26 unikke stories, med 12.000 visninger hver. BÆREDYGTIGHED Og endelig lykkedes alt dette samtidig med at vi sparede miljøet for produktionen af de 25.000 bomulds T-shirts det havde krævet, hvis vi havde skulle printe hvert enkelt statement på gammeldags manér. NØGLETAL Artikler: 150+ Samlet PR Visninger: 5.930.000 Stories per T-Shirt: 26 Visninger per T-Shirt: 12.000 Shares: 7.000+ PRESSEUDDRAG Forbes, HighSnobiety, Vogue, I-D, GQ, Fast Company, Stylus, Vice, Esquire, Elle, DeZeen, SpringWise, Marie Claire, Contagious, BBC Ukraine, Trend Hunter, Campaign, BT. (English translation + Google translate) Background MORE POSITION - LESS PLAYS Since the birth of youth culture, fashion has been a way of protesting and trumpeting its attitudes. One way the voiceless could come to terms and put their imprint on the debate. And no clothes make it clearer than the Statement T-Shirt. But fashion is also one of the world's most polluting industries. So what does a generation growing up in the shadow of global warming do? A generation that wants to be heard and seen - but think twice before buying new clothes? Solution AN ICONIC PIECE OF YOUTH CULTURE THOUGHT What if the design of your clothing continued to evolve after you bought it? What if changing the outfit was as easy as swiping between Facebook Filters? What if a single T-shirt could show a thousand designs? The Last Statement T-Shirt is an iconic piece of youth culture, rethought for a digital generation: the first Instagram-integrated ARq T-Shirt that can update its design with a single swipe. It gives our audience a unique value: Every day they can share a new animated statement design that sparks a current debate - without ever having to buy another T-shirt. FROM ADVANTAGE TO PUBLIC OWN Neither AR nor digital clothing is news. But so far they have been niche phenomena for the futuristic avant-garde. We found a creative way to use Instagram’s newly launched AR platform so everyone could use the T-shirt in an app they already used every day. And with a UI, they already knew inside and out: Face filters. HOW THE LAST STATEMENT WORKS T-SHIRT The T-Shirt has a graphic logo that your phone tracks with the built-in SPARK AR software in the Instagram App. Then an animated design is superimposed over the image. The software can even adjust the image to follow your movements and folds in the clothing, so even video footage becomes photo-realistic. Users could choose from a range of animated designs that were regularly updated to reflect current debates. Try if necessary. even the cursor in the attached image. Result IMPACT AND BUSINESS TRANSFORMATION With over 150 articles and nearly 6 million readers among leading fashion, technology, and business media, The Last Statement T-Shirt became the banner of a worldwide debate about how physical clothing and fashion could be part of a digital reality. Big and small players in the fashion industry had to deal with an imminent future where the design of their products was no longer locked at the moment of sale but could be changed digitally. A debate with far greater impact than pure digital fashion, because it directly affects the millions of pieces they already sell each year - and not just a niche product with future potential. DIFFERENTIATING It also helped Carlings, the brand behind it, differentiate itself from other online clothing stores and cement their leadership position in digital fashion on top of last year's digital clothing collection adDRESS THE FUTURE. The big mention has also made Carlings jump several places up to the first result on Google (and past the beer brand of the same name) - without the use of AdWords. USER INVOLVEMENT The first presentation of 1,000 T-shirts was sold out in a month. And the target audience used them extensively: Each simple T-shirt averaged 26 unique stories, with 12,000 views each. SUSTAINABILITY And finally, all this succeeded while saving the environment for the production of the 25,000 cotton T-shirts it would have required if we had to print every single statement in old fashioned way. KEY NUMBERS Articles: 150+ Total PR Views: 5,930,000 Stories per T-Shirt: 26 Views per T-Shirt: 12,000 Shares: 7,000+ PRESS RELEASES Forbes, HighSnobiety, Vogue, ID, GQ, Fast Company, Stylus, Vice, Esquire, Elle, DeZeen, SpringWise, Marie Claire, Contagious, BBC Ukraine, Trend Hunter, Campaign, BT.