Perfect Fools, the international digital agency based in Sweden and USA, has created an interactive viral website for the launch of the new K-Swiss ‘Free Running’ sneaker, called Ariake, which was co-designed by the sport’s founding father, Sébastien Foucan.
The site – www.kswissfreerunning.com – is part of a global launch for a K-Swiss Free Running-inspired sneaker rolling out in Europe and the USA in February. Foucan was personally involved in the creation of the website, which sees the James Bond star exclusively demonstrate his gravity-defying athletic skills across giant letters of the alphabet.
On landing at the site visitors are prompted to type a personal message. Each letter then becomes an assault course for Foucan to perform on. Foucan was filmed performing moves across life size models of every letter of the alphabet from A to Z, plus a closing frame.
Foucan helped design the letter heights so that he could perform without post production tricks to undermine the two-day intensive shoot. The letter “T” for example is four metres high and Foucan performed many of his moves in one take.
The K-Swiss site is a contrast to traditional images of Free Running’s Parkour roots, which usually focus on raw urban street scenes. Perfect Fools’ site is deliberately clean, minimalist and controlled.
In an unusual departure Foucan is seen leaping letters and hopping over personalised messages in an almost clinical studio environment, which still respects the sport’s heritage.
The site complements a European and USA marketing campaign that includes a 30-second TV commercial (hosted on the site), plus print ads for style and fashion media.
In addition to the interactive element that visitors create from the homepage, the site features a profile of Foucan, plus the K-Swiss TV ad and a behind the scenes ‘making of’ film that includes exclusive footage of Foucan’s involvement in the ad’s creation. Downloads and wallpapers complement a competition entry mechanic to win a pair of Ariake sneakers.
Patrick Gardner, Perfect Fools’ co-founder and account lead for the campaign, said: “Sébastien Foucan is a consummate professional athlete. Every shot filmed for the website was planned to perfection in real time. The result is an interactive site that draws users into the Free Running world and gives them exclusive content and insight. K-Swiss has a committed brand ambassador who has taken a personal interest in both the brand and the product.”
Mark Chalmers, the creative director who pulled the campaign together for K-Swiss, said: “The challenge of online is to create experience. You can't free run online but you can communicate and you can express. We worked with Perfect Fools to create a messaging service that is free run by Sébastien Foucan, detailed enough for Free Running enthusiasts to enjoy seeing their master at work, and accessible enough for bystanders to admire.”
Perfect Fools worked with Foucan to design and build the site. It was seeded globally by GoViral, which will target specialist sneaker sites, blogs and forums, plus fashion, music and Free Running or Parkour properties.
Acne Film shot the video using the Phantom high speed DV camera, which was originally developed for the military, as it clocks up to 1000 fps at HD quality.
Sébastien Foucan is the co-founder of Parkour and now leads an off-shoot called ‘Free Runnning’. While Parkour is about getting around a course in the fastest most efficient way, Free Running is more about aesthetics and artistic freedom of expression.
Perfect Fools has delivered productions for a wide range of global brands including adidas, British Airways, Coca-Cola, Electrolux, Hewlett Packard, Nike and Samsung.
For more information contact Mark Terry-Lush on +44 (0) 7740 432 112 or firstname.lastname@example.org
For background about Sébastien Foucan go to http://www.foucan.com/
About Perfect Fools
Perfect Fools is an award-winning collection of notoriously passionate and creative fools. We stop at nothing to deliver online campaigns and corporate websites that captivate a target audience, challenge expectations and get results.
Perfect Fools' are based in Stockholm and New York. It’s teams have delivered successful campaigns for adidas, British Airways, Citibank, Coca-Cola, Electrolux, Ericsson, Fedex, HP, Hyundai, Kraft Foods, Lincoln, Manpower, Mercury, Milko, Mitsubishi, Nike, Pfizer, Saab, Samsung, SAS, Schwarzkopf & Henkel, Seat, Sprite, Target, Volvo, WeightWatchers, Wendy's, Yoplait and many more.
Fools’ work has earned honours at awards shows and festivals around the world including Cannes Lions, New York Festivals, Eurobest, London International Awards, Adobe/Macromedia Site of the Day and the Flash Film Festival, and has been profiled in publications such as Computer Arts Special, Cre@te Online (UK) and CAP & Design (Sweden), as well as numerous books.
Perfect Fools staff have been invited to speak on subjects related to online marketing at major international Internet conferences, such as FlashForward, Milia, MIDEM, and the Webdesign International Festival, and have authored a number of articles in industry magazines.
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