"2020/Speed Style" is the fall campaign for Armani Exchange, launching this month, the Italian brand’s young consumers are seduced into a futuristic city. Accompanied with 3D glasses, the imagery captures a hard-edged style and provocative thrill.

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Armani Exchange launch 3D campaign for fall 2010

Armani exchange is pleased to be ahead of the game leading the fashion industry into this technological world of 3D. This competitive advantage will no doubt grab the attention of its A|X Generation consumers. The underlining principles to this 3D approach are; exclusive content, online entertainment, and social networking.

“We need to target our young, wired, tech-savvy A|X consumers. These early-adopters expect provocative imagery,” Armani’s Chief Marketing Officer Tom Gerald explains.

Print in magazines, such as GQ, Elle and Glamour will promote this fiery campaign. It is possible to view the creative through A|X 3D glasses; more than 2 million will be distributed from August 26. The campaign will also run online, in store windows and on video screens in the top 10 markets in both North America and in international markets.

Alongside models Tamiris Souza Freitas and Arthur Sales, a Ducati 1198S Motorbike plays a prominent role in the ad, adding an erotic and surreal visual aesthetic to the cinematic-style images.

Despite the 15% increase in production costs, compared to their average campaign, A|X continues to be more aggressive technologically in order to improve their presence online.



By Rosie Hart