Discover The Dots by Butterfly Twists created Fred & Farid Shanghai. While the .com celebrates its 30th anniversary this week, we all know these web extensions:.com, .net, .us, .co.uk, .org, etc. But how about these? .hiphop, .dating, .holiday, .fail, .photography, .ninja, .sexy, .cat, .cash, .gallery, etc.
Butterfly Twists turns web extensions into stories.
When these web extensions were recently released to the public, young British ballerina brand Butterfly Twists saw them as hundreds of little stories, on their own, waiting to be hijacked. This fits perfectly into their brand promise: “A Pair For Every Occasion”, and became the perfect opportunity to feature all their new SS15 collection, and to create a fresh approach to e-commerce.
Each new web extension could be hijacked to host a specific short story, illustrating different occasion to wear their ballerina shoes. This in turn created countless storytelling possibilities.
Butterfly Twists worked with Fred & Farid Shanghai and spent the past few months developing a totally new online shopping experience. A series of more than 100 websites consisting of interactive videos, short scenes and digital games was available through web extensions, each of them featuring and selling a specific pair of ballerinas.
To unveil the hidden content, the mechanism is simple: users type URL extensions in the dedicated box on the Butterfly Twists site header, or press the shuffle button. As an example, if a user goes to butterflytwists.cat, he will discover a cute video of kittens playing with ballerinas.
Butterfly Twists is a young British ballerina brand created in Notting Hill area of London in 2009. The brand DNA of Butterfly Twists has always been the ‘Twist’, to shine, to stand out among competitors; their own creation was a Twist when they invented their foldable ballerinas’ concept. This “Twist” has been refreshingly executed in this first digital campaign for the brand.
Creative Credits:
Agency: Fred & Farid Shanghai
Client: Butterfly Twists
Title of Campaign: The Dots #AnytimeAnywhere
Chief Creative Officers: Fred & Farid
Creative Director: Grégoire Chalopin
Conception: Adrien Goris, Jean-Baptiste Le Divelec, Etienne Renaux
Copywriting: Adrien Goris, Jean-Baptiste Le Divelec, Yiqing Li
Art Direction: Yiqing Li, Adrien Goris, Jean-Baptiste Le Divelec
Brand Supervisor: Emmanuel Eribo
Account Manager: Louise Battus, Fan Yang, Zora Ye
Production: KILLDEATH
Post Production: Film Valley
Director: Jason Freites
Director of Photography: Gianpaolo Lupori
Agency Producer: Terry Jin, Juni Zhu
Agency Editor: Blinde Wu, Guoyu Wang
Agency Digital Producer: Chloe Gout
Developer: Laurent Varennes
Media Strategist: Julien Levêque