CLIENT: CRISPEN PORTER & BOGUSKY | RELEASED: OCT 2005
CHALLENGE
Crispin Porter & Bogusky, widely recognized as one of the most innovative advertising agencies on the planet, challenged Fuel Industries to execute something that - typical for the agency - had never been done before. Develop a website for their client, GAP, that would allow users to build models of themselves in 3D, dress those models in the seasons GAP fashions - and then send a virtual strip tease to their friends.
STRATEGY
Since the project was intended as a viral campaign, the site had to be a delicate balance between graphical complexity - to entertain, ease of use - to encourage users to complete their creative process, and compact - to make sure that load times were kept to a minimum and ensure pass along. Balancing these factors would provide CP+B's hit idea with the right technical medium.
CREATIVE & EXECUTION
CP+B mapped out the concept, navigation and interface. It was Fuel's delight to help shepherd their creative onto the web with our technical expertise. We determined that the best technology to make the idea come to life was Shockwave. Typically used for online gaming, Shockwave provided the dynamic 3D rendering necessary to allow users to build themselves - as well as to display the dynamic dance animation. With a penetration rate slightly lower than Flash, it allowed CP+B to spread the entertainment as far and wide as possible, while maximizing the user experience.
PERFORMANCE
While the specific results are confidential, they are incredible. A quick Google search will show you over 33,000 mentions of the campaign, and several significant publications made note of the buzz the site generated online. Additionally, the site was featured in multiple newspaper articles, including the Wall Street Journal and International Herald Tribune.
