Denim fashion label DKNY JEANS has tasked creative agency iris with launching an integrated global campaign to promote its new Fall/Winter 2010 collection.

The campaign, which is due to launch in October, will feature digital and social media activity revolving around a series of viral webisodes, as well as retail and promotional activity.

The campaign, “Room 333 – Unlock the Secrets”, aims to engage consumers by bringing to life the stories behind the legendary characters – artists, poets, rock stars, actors and socialites – that have stayed at The Chelsea Hotel in New York. The hotel is the inspiration behind the new season’s collection. For many decades, it has been a center for artistic creativity with a good dose of rock and roll. The aura is one of faded decadence where anything goes and both individuality and eccentricity is celebrated.

The campaign features a mysterious hotel modelled on the Chelsea Hotel, which is filled with unusual paintings, strange corridors, secret rooms and colourful guests. Five viral webisodes tell the story of five characters: a rock star, a broker, a backpacker, a model and an artist. Consumers can answer a question at the end of each week’s webisode to enter to win DKNY JEANS merchandise. Interactive social media activity will also go live on sites such as Facebook, in addition to a global retail campaign.

Kelly Lee Benko, VP Marketing at DKNY JEANS International, said: ”We are very impressed with iris’ creativity, energy and commitment to the client.  The campaign is a clear demonstration of the agency’s ability to understand DKNY JEANS’ core brand values: expression, possibilities and innovation, and to translate that into a provocative and memorable big idea.  We can’t wait to watch the story unfold.”

Tom Ormes, creative director of iris Singapore, said: “DKNY JEANS is a great brand that likes to push themselves (and us) creatively, so it’s very exciting. The opportunity we have here to create something cut-through is huge. It’s about taking digital engagement to a new level – and I think that’s why DKNY JEANS have chosen to work with us.”

iris’ award-winning Singapore operation, which launched in 2006 and serves as a strategic hub for Asia Pacific, is now a 60-strong office, making it one of the fastest growing agency networks in the region. The agency works with global blue-chip brands including Diageo, Unilever, Tiger, Heineken, Sony Ericsson and Red Bull.

Tags: creative, digital, experiential, social media, viral

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