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May 7, 2015

Dakota Johnson, Natalia Tena, Quim Gutiérrez star in Estrella Damm promotional film, directed by Alejandro Amenábar

Lucire staff/12.35

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Top Dakota Johnson, as she appeared in 50 Shades of Grey. Above Natalia Tena, in a still from last year’s Black Mirror Christmas special.

Dakota Johnson, who became a household name after her performance in the movie adaptation of 50 Shades of Grey, is set to star in a promotional film for Estrella Damm, the Spanish beer brand.
   Alcohol marketing is big business‚ÄĒHeineken paid US$45 million for its tie-in to Skyfall, the 2012 James Bond blockbuster, and for Daniel Craig and B√©r√©nice Marlohe to appear in its ad. This time, Johnson, along with Natalia Tena (10,000 Km, Black Mirror: White Christmas, Game of Thrones, Harry Potter and the Order of the Phoenix) and Quim Guti√©rrez (Cousinhood, The Last Days), appear in the film, to be directed by Academy Award-winning director Alejandro Amen√°bar (who won for Mar adentro, or The Sea Inside, starring Javier Bardem; Anglophone audiences may know his earlier work, The Others, starring Nicole Kidman). Amen√°bar has directed Emma Watson and Ethan Hawke in Regression, which is released this October.
   The advertisement film will premi√®re in mid-June. Locations are Ibiza and Barcelona. Johnson plays Rachel, a tourist who arrives at Ibiza and establishes friendships with a group from Barcelona.
   Filming commenced April 29.

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Filed under: celebrity, film, living, Lucire
May 6, 2015

Dree Hemingway named Chlo√© fragrance’s new face

Lucire staff/14.18

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Konstantin Pershin

Above Dree Hemingway at Mercedes-Benz Fashion Week Russia earlier this year.

Coty has announced that Dree Hemingway is the new face of its Chlo√© fragrance, with the campaign breaking in September. She follows in the footsteps of Cl√©mence Po√©sy, Chlo√ę Sevigny, Anja Rubik and Suvi Koponen.
   American-born Hemingway is a classically trained actor, a graduate of RADA, and starred in 2012‚Äôs Starlet. More recently, she appeared in While We’re Young and Listen Up Philip, and other credits include Nous York and Someday This Pain Will Be Useful to You. She has modelled, beginning in 2009 for Givenchy, and most recently walked for Chlo√© in March 2015 in Paris.
   She was chosen for her ‘modernity, natural femininity, free-spiritedness and independence,’ says Coty.
   Hemingway said in a release, ‘I am very honoured to be the new face of Chlo√©. It is a brand that has been part of my life for a long time; it brings up a lot of memories for me. I am looking forward to continuing my story with Chlo√© into the world of fragrance.’
   ‚ÄėShe completely embodies the Chlo√© girl‚Äôs spirit and attitude,’ says Clare Waight Keller, Chlo√©‚Äôs creative director. ‘Her radiant beauty and personality express everything I wanted to convey with the fragrance. It is her incredible ability to be elegant, nonchalant and spontaneous all at once that is both modern and charming‚ÄĚ, notes Clare Waight Keller, Chlo√©‚Äôs creative director.
   She has a modest Instagram following of around 72,000 at the time of writing, with just over 30,000 on Twitter.
   Hemingway previously appeared in campaigns for Gianfranco Ferr√© and Salvatore Ferragamo.
   She is the daughter of actress Mariel Hemingway and Stephen Crisman.

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April 13, 2015

Triumph launches animated Find the One film for the perfect bra, starring Hannah Ferguson

Lucire staff/15.03

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A departure from the usual approach of showing top models in intimate apparel, Triumph has launched an animated movie, Find the One (hashtag #FindTheOne), to promote the perfectly fitting bra.
   The two-minute spot, which will air from April 13 in Germany, the UK and Italy, evokes a romantic, Disney-esque style that many wearers will be familiar with, along with a memorable musical number entitled ‘Find the One’. However, instead of finding Prince Charming, the song is about the ‘life-changing experience’ (Triumph’s words) of finding the right brassi√®re.
   The main animated character, Hannah (right), is based around Triumph and Sports Illustrated Swimsuit Issue model Hannah Ferguson, who appears in real-life form at the end of the spot.
   In true fairy-tale form, Hannah appears with her friends Tammy and Mara, who head to the boutique with her, Fred the Frog and the Fairy Godmother, who appears as a dress form.
   Stories AG’s Tobias Fueter and Yves Bollag were behind the animation and the characters. Fueter said, ‚ÄėTriumph is a fantastic brand for which to create an emotional story. Women easily identify with animated characters, which explains the success of animated fairy tales all over the world.‚Äô
   The score was composed by Tony Award-winning composer, Jason Robert Brown, with the vocal performed by three Broadway singers. The Prague Filmharmonic Orchestra performed the score.
   Eszter Szijarto, Head of Brand Marketing at Triumph, said, ‚ÄėIt is really important for us to find new ways of bringing to life the bra finding journey so that we continue to inspire customers to go for a fitting and find the perfectly fitting bra‚ÄĒ‚ÄúThe One”.‚Äô
   Through the spot, Triumph wishes to encourage women to look at getting properly fitted for a bra as part of its campaign, aiming to help 500,000 women this year.
   To celebrate the spot, Triumph is running an international competition for its customers, with the hashtag #animateme. The winners will receive an illustration of themselves in the animated style of the film. Details of the competition will be revealed on April 22 and will run through May 13.
   Ferguson wears the Triumph Magic Wire bra at the conclusion of the film. The innovative, award-winning bra features silicone instead of underwire, making it more comfortable to wear.
   Triumph’s Find the One page can be found at triumph.com/findtheone. Customers can visit a Triumph boutique for a fitting or book online.



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April 6, 2015

Lane Bryant redefines sexy with new campaign, shot by Cass Bird, styled by Kiwi Kat Neale

Lucire staff/17.23

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Cass Bird

Perhaps as a tongue-in-cheek reference to Victoria’s Secret, Lane Bryant, the US retailer specializing in fashion for women sizes 14 to 28, has released a campaign called I’m No Angel (with the associated hashtag, #ImNoAngel).
   Lane Bryant’s concept is to turn the old concept of what sexy is around, with the core message that all women are sexy.
   The campaign, which breaks in the US today (Easter Monday), features a series of TVCs and photographs by Cass Bird, with models Ashley Graham, Marquita Pring, Candice Huffine, Victoria Lee, Justine Legault and Elly Mayday, wearing Lane Bryant’s Cacique lingerie. New Zealander Kathryn Neale styled the campaign. It will appear at point of sale, Lane Bryant’s website, social media, billboards and on public transportation in the US.
   Social media users are invited to submit their own selfies to showcase their own idea of sexy, hashtagging #ImNoAngel, with the distinctive addition of writing the hashtag on a mirror.
   ‚ÄėOur #ImNoAngel campaign is designed to empower all women to love every part of herself,’ said Lane Bryant CEO and president Linda Heasley. Lane Bryant firmly believes that she is sexy and we want to encourage her to confidently show it, in her own way,” said Lane Bryant CEO and President, Linda Heasley.

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January 20, 2015

David Beckham shows his new H&M Bodywear range alongside menswear essentials

Lucire staff/20.30

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David Beckham has lent his name to another sub-brand for Hennes & Mauritz for spring, called Modern Essentials Selected by David Beckham.
   This time, the football star will choose his favourite H&M menswear pieces, complementing his original H&M Bodywear line. A new spring 2015 Bodywear line will also d√©but on the same day, March 5, both in physical stores and online.
   The Modern Essentials Selected by David Beckham line features, among others, a linen pilot jacket, a chalk-washed denim jacket, a car coat, a linen blazer, a polo shirt, and a white poplin shirt, says H&M.
   The Bodywear range has new loungewear pieces, including Henley shirts, raglan-sleeved shirts, crewnecks and a sleeveless jersey shirt. Key colours are dark blue, grey and off-white, with orange‚Äďred accents; stripes also feature.
   The campaign kicks off with a promotional film directed by Marc Forster (Monster’s Ball, Finding Neverland, Stranger than Fiction, The Kite Runner, Quantum of Solace, World War Z).
   ‚ÄėI am thrilled to continue and extend my collaboration with H&M by selecting my favourites from this spring’s Modern Essentials collection,’ said Beckham in a release. ‘Each piece is a new wardrobe classic that will update every man’s spring wardrobe with great style. Marc Forster is one of my favourite directors‚ÄĒI can’t wait to reveal the new campaign with H&M.’









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December 27, 2014

Chrissy Teigen and Jack Guinness front Ugg’s Iceland-set winter 2015 campaign

Lucire staff/11.44

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Model Chrissy Teigen and DJ Jack Guinness front Ugg’s winter 2015 marketing campaign, which d√©buted Friday.
   The campaign, called This Is Ugg, was shot in Iceland, and emphasizes the range’s weatherproof, waterproof and water-resistant qualities. It will run through February 1.
   The campaign is also designed to connect emotionally to consumers, and sees Teigen and Guinness “unplugging” in Iceland to reconnect to the environment and experiences, including discovering local treasures and reflecting on a snow-topped glacier, says the company.
   The women’s collection includes the Emalie boot, with waterproof leather and a water-repellent wool blend; the Simmens boot with a water-resistant shaft and a cozy lining; and the Adirondack Boot II with waterproof full-grain leather, cuffable suede shaft, and an exclusive Vibram outsole for snowy weather.
   The men’s collection sees the Munroe boot with oiled suede and waterproof leather, rated to ‚Äď20¬įC (‚Äď4¬įF) and featuring the Vibram outsole; the Classic Mini D√©co with a moisture-wicking interior and sophisticated stitching at the heel counter; and the Butte pairs with cuffable, waterproof leather and nylon, finished with the Vibram outside and moisture-wicking lining.
   Ugg has launched two videos already, including one entitled Soul Food, featuring Teigen indulging in food and beauty. ‘Life goes by so quickly so it is really important to create time and space for yourself. Sometimes you have to think of your surroundings and how blessed you are: Close your eyes, take it all in and be in the moment. In Iceland we were surrounded by so much beauty and so much simplicity¬≠ it’s just food for the soul,’ she says in the video.
   In On the Rocks, Guinness reflects on the dramatic Icelandic landscape: ‘It’s rugged and magic. I want to meet the people, listen to the music that’s popular there, and learn about their culture. Does living in Iceland create a different outlook on life? An original √¶sthetic and way of looking at things? I want to drink and dance with the locals, and try and see the world through their eyes. It sounds cheesy but it’s true! I’m really, really excited ‚Ķ I’ll keep a diary while I’m out there, sometimes writing helps me share thoughts that would otherwise go unexpressed and be forgotten. I don’t just want to remember what I did, I want to remember how it made me feel.’

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December 17, 2014

Belvedere Vodka kicks off James Bond partnership, with Lily Cole, Tinie Tempah, Pixie Geldof, Amber Atherton

Lucire staff/0.30

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The $300 million budget set aside for Spectre, the 24th Eon James Bond film, will need a marketing bonanza. After Aston Martin revealed its DB10‚ÄĒ10 cars built exclusively for the film and not general sale‚ÄĒand Jaguar Land Rover confirmed that they would be supplying a C-X75 and Range Rover vehicles, Belvedere Vodka is next, launching its global partnership with James Bond at the Bond in Motion exhibition at the London Film Museum last night.
   Guests included Lily Cole, Tinie Tempah, Amber Atherton, Pixie Geldof, Douglas Booth, Kim Hersov, Ella Catliff and Christophe Navarre, while Belvedere president Charles Gibb played host.
   Belvedere’s limited-edition bottles see the Belvedere palace replaced with an image of the MI6 headquarters from the film, while its trade-mark blue will be changed to green, on one. These will be limited to 100 bottles. The second change will be to Belvedere’s Silver Sabre bottles.
   The marketing programme commences in February, with point-of-sale promotions. Updates will be put on Belvedere’s Instagram account.
   Spectre, which is named after the fictional terrorist organization from the Ian Fleming novels, will premi√®re on November 6, 2015. Daniel Craig will return as the super-spy, and the cast includes Monica Bellucci, L√©a Seydoux, Andrew Scott, Dave Bautista, Naomie Harris, Ralph Fiennes, and Christoph Waltz as the villain. Barbara Broccoli and Michael G. Wilson produce, while Sam Mendes (Skyfall) returns to direct.




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December 8, 2014

Sponsored video: Airbnb gives you a home, not a space

Lucire staff/14.19

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A Lucire special promotion


While Lucire has traditionally talked about flash accommodation at luxury resorts, there is a whole market that many now prefer: short-term living quarters where everyday people can be a host to travellers, bridging the gap between Couchsurfing and a hotel.
   Started in 2007 by Brian Chesky and Joe Gebbia, offering their own loft up for those attending the Industrial Design Conference that year. They turned their living room into a guest room, with three air mattresses, and gave a homemade breakfast. The site, Airbedandbreakfast.com, launched the following year after a third founder, Nathan Blecharczyk, joined Chesky and Gebbia. The name was later shortened to Airbnb.com.
   Now with 800,000 listings in 33,000 cities and 192 countries, Airbnb has reached a level of maturity, and d√©buted a new identity and tagline earlier this year. ‚ÄėBelong Anywhere‚Äô reiterates what Airbnb is all about. As Chesky puts it, their first guests in 2007 ‚Äėlearned our favourite places to grab coffee, ate the best tacos in the city, and had friends to hang out with whenever they wanted. They were thousands of miles from where they lived, and yet they felt right at home.‚Äô A house, he says, is just a space, but ‚Äėa home is where you belong.‚Äô The rewards to staying with an Airbnb property are personal, not financial, because people can connect, rather than have the bland experience of some of the mass-market spaces.
   They‚Äôve even gone so far as to allow people to make their own Airbnb logos, provided they roughly follow the official symbol, and like all of the best ones, it‚Äôs remarkably easy to draw and identify. A revamped website and a new commercial have come as part of the rebrand, the latter showcasing the variety of places that a typical Airbnb customer might find on the website. Littered cleverly through the animated ad are Airbnb logos and, being an internationally targeted spot, all manner of homes and locations are suggested, from ch√Ęteaux to beach bungalows.
   Chesky notes that since he co-founded the business, he has been invited to the wedding of one of his guests. One host who was trapped in his house during the 2011 London riots was fine‚ÄĒas seven of his former guests went to see if he was OK. And another offered up her home for free during Hurricane Sandy. These are all examples that Chesky says have made Airbnb far more personal than the mass-market experiences.


Article sponsored by Airbnb

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Filed under: branding, travel
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