Well, this is a welcome diversion from the norm. No doubt, you’ve seen plenty of fashion ads in your time, and let’s be honest, they’re all the same ego-centric, ridiculously stylized, sometimes misogynistic displays of self-centered, self importance that are so over-the-top it’s a wonder anyone actually buys the advertised fashion brand.
Now, I’m not saying this new campaign from Stockholm-based agency Garbergs introducing a new fashion line from Björn Borg is entirely without fashion frivolity, but the agency has chosen to use an online game to introduce the line. The Björn Borg brand, named after the famous tennis player, has been around since the early ’90s in Sweden and focuses on fashion underwear and sportswear.
Yes. An online game to introduce a fashion line. That’s so… un-GQ! And I love it.
Have a look at the video overview of the campaign and game:
The game, which requires the player to download and install Unity, is called First Person Lover and sets you on a path to eradicate hate from various regions around the world. Throughout the game, you are prompted to seek out and eliminate hate.
Why you are required to use the W, A, S and D keys to move around instead or arrow keys escapes me, but I’m not going to get hung up on that minor set back… which requires you to use your left hand when most people in the world are right handed. Anyway…
The “online fashion game experience,” as it’s called, is filled with references to current world events, touts the spring and summer 2015 fashion line, allows you to wear the clothes while you play and, as well, buy items from within the game.
The game flips the first person shooter genre on its head and aims to focus on love versus hate.
The company is promoting the game on the front page of its website as well as on Facebook:
Post by Björn Borg.
The brand’s Twitter presence has been made over entirely — with a new background and description — to promote the game, and it’s engaging in conversation there, as well.
WATCH: #FirstPersonLover official trailer http://t.co/CjFw9Elpxp — Björn Borg (@bjornborg) January 28, 2015
A spokesperson says:
“In First Person Lover, evil and hatred is taking over a place in the world. Your mission as a Love Agent is to fight the forces of evil with the power of love. Equipped with a love glove, you master your enemies with a hologram kiss gun, a flower petal shotgun or rainbow caster.”
What fun!
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