Prada has had a busy 2012. After finally investing resources into a proper Facebook page in January, Miuccia Prada being named to the Forbes billionaire list in March, and all the pomp, prep and circumstance that goes along with a highly-anticipated Met Museum exhibit (“Schiaparelli and Prada Impossible Conversations“), it’s a wonder the Prada team has had time for the usual stuff like setting trends with new collections, dressing celebrities and of course, ad campaigns. But somehow, they’ve still managed to do it all–and, as usual, in the most creative of ways. ‘Parallel Universes’ is Prada’s latest campaign, launched on Wednesday on both its main site and its new Facebook page.
Instead of the usual runway models flaunting the colorful retro accessories of Miuccia’s spring/summer 2012 collection, the women and men featured in these images and animated GIFs are a little different. They’re drawings. To create the series of graphic prints, which feature real runway items (earrings, sunglasses, those T-bird shoes), Prada tapped designer and artist Vahram Muratyan, whose familiar, distinctive style first came to the fore in his popular blog-turned-book, “Paris vs New York“.
Why the name Parallel Universes? Well, according to Prada’s site, Muratyan’s images create “a virtual road paved with Prada 2012 spring/summer men’s and women’s accessories, which highlights through rapid and intuitive movements two parallel universes that meet under the auspices of Prada style.”
Perhaps the most innovative part of the new campaign is how successfully Prada has integrated the components across its platforms. The Parallel Universes microsite, which is accessible through the main site, is even mobile-optimized. For a brand that in 2011 came in 96th and 44th, respectively, in Facebook Digital IQ and Fashion Digital IQ (“the biggest digital disappointment in luxury”), this campaign and its promotion are huge digital leaps forward.
(Images via Prada’s Facebook page)
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List