Sep 22, 2009
Paul Smith for Evian
Full page fashion ads in GQ don’t do much for me – you know the ones – same Blue Steel stare, different label. But I do enjoy opportunities to learn more about brands, a case in point being this You Tube clip to celebrate Paul Smith’s collaboration with Evian. On the one hand I think ‘wow cool new bottle, I might buy some’. And on the other I go ‘that Paul Smith guy seems quite decent, maybe I will look twice at his $448 jeans’. The challenge with these sorts of branding exercises, that aren’t really viral, is coming up with cheap, effective ways to drive traffic. I guess that’s where seeding comes into play.