ONLY jeans experiements with interactive brand content.
“The Liberation” was an innovative interactive campaign launched in 2012 by the Danish fashion brand ONLY, aiming to rejuvenate its image and engage a younger audience. This digital experience seamlessly blended elements of film, fashion catalog, music video, and online shopping into a cohesive narrative.
The storyline followed three rebellious young women who invigorate a sleepy town with their adventurous spirit. Viewers could interact with the film by pausing at any moment to explore and purchase the featured clothing items, integrating shopping directly into the narrative.
To enhance engagement, the campaign incorporated interactive elements where users could influence the storyline, such as attempting to steal a pair of jeans, which, if successful, were sent to them free of charge. The soundtrack, featuring Swedish artist Lune, synchronized with user interactions, pausing and resuming seamlessly to maintain immersion.
The campaign achieved significant success, with traffic to ONLY’s website increasing by 442% post-launch. The dedicated campaign site attracted over 232,000 unique visitors and more than 410,000 page views. This innovative approach garnered industry recognition, including a Gold Lion at the Cannes Lions International Festival of Creativity.
“The Liberation” exemplified how fashion brands could leverage digital platforms to create immersive, interactive experiences that resonate with contemporary audiences, effectively merging storytelling with e-commerce.
