Autumn-Winter 2021, IKKS launches its Leather Story campaign around its three iconic ranges, Biker, Ranger and IT bag. After the IT bag 1440 launch campaign (which was one of IKKS’s best ever market launches), and the integration of the Leather Story sales page, KNR created the brand’s entire on-site digital campaign. The aim is to bring the designer’s urban rock spirit to the web and unite the “IKKS Generation”.
KNR follows the brand’s manifesto to the letter, encouraging users to gain self-confidence by allowing them to wear the collection’s identity codes. Our agency brings the IKKS Generation together through playful modules, developed to bring visitors into the IKKS tribe.
The page opens with a full-screen video. Whatever the display size, even on mobile devices, the sequence is automatically cropped to the screen’s waterline. The page is defined according to the campaign’s graphic universe, and pop-up content automatically adapts to the visitor’s language. It is totally customer-centric, adapting to both language and screen.
Visitors are drawn into an interactive, immersive experience that puts the spotlight on them as much as on Lou Doillon, the campaign’s muse. KNR responded to its client’s desire to empower the public by enabling them to participate in the campaign messages. With Make your video, we enable everyone to become an actor in the advertising clip. We have developed a module that processes the photo or video uploaded by the user, adapting it to the graphic universe of the message. The shots are then inserted into the TV spot, which can then be downloaded or shared on social networks.
IKKS brings free spirits together, and KNR lets them express themselves. For each (validated) photo tagged #jefaislacampagneIKKS on Instagram, the algorithm we’ve integrated performs color processing and uses the image as a social wall pixel.
Each person becomes a tile in the mosaic of the visual, participating in the viral spread of the Leather Story campaign, while asserting their own image. IKKS dreams of committed, responsible tribes that never stop rocking! By encouraging them to share on the networks, users find and recognize each other around this common language… And become prescribers for the brand!
The Instagram accounts of the models in the photo shoot are published in an interactive gallery, to gather followers around them and increase the community. Each shot also highlights the models worn, with a link to the product page.
In addition to supporting the brand’s discourse, the page presents iconic Leather Story pieces in grids, with links to the online catalog, accompanied by video footage.
A triple challenge for our agency: we wanted a landing page that was at once interactive, accessible and faithful to the campaign’s graphic charter. We wanted to open up the original IKKS manifesto, relaunched in 2021, to all audiences.
Each editorial is treated as real text, whatever its appearance, making it readable by screen-reading assistance devices. Of course, we could have used a simple image to display a pretty text, but at KNR we don’t like to triumph without glory!
A high level of fluidity is imperative for a page as complex as the one we’ve integrated. We wanted to give coherence to messages broadcast on several media. With as many narrative phases as there are members of a tribe, we designed a landing page that illustrates the brand’s message in its own right.
Social widgets, enriched editorial text, videos, forms and galleries are all linked together on an immense page, creating a digital universe in which the user is immersed.
Watch a video of the Leather Story campaign landing page, inviting all users to take part.
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