Client: Canon UK
Event: We Speak Image - in conjunction with London Fashion Week
Venue: Sketch Restaurant London
Criteria: Canon created a programme called 'We Speak Image' where Canon invited members of the public in the UK and Ireland to take images which captured the essence of their country. They were then asked to upload their creative and iconic images to the We Speak Image website.
Visitors to the site were asked to vote for their favourite images. For every image uploaded a donation was made to The British Red Cross. Based on votes on the site, the twelve most popular images from the UK and Ireland then became the inspiration behind a capsule fashion collection - Created by leading British fashion designer Matthew Williamson.
This unique collection of six garments and accessories captures how people see the UK and Ireland. The collection was revealed at a special Press event at Sketch and then went on show at London Fashion Week.
Solution: Rede2 was brought in to manage the Press launch, where the press, Canon, its partners and Matthew Williamson and team would attend to preview the collection. The launch was separated into stages - Inspire, Create and Finale. Rede2 capture these stages.
Firstly rede2 filmed the inspiration part - filming the general public taking photographs. The next part of the process was the create stage - this was achieved by a design studio set up with Matthew Williamsons and his team and filming the creation of the garments with a model. The final garments were filmed with a model at locations around London. Rede2 filmed at these locations to achieve the finished film to be shown at this press launch. We also designed the stage and rooming plan including the best way to display of the collection.
Rede2 designed communication materials to be on display at the press launch. These included - a menu insert, wall banners, leaflets, signage. We also designed the invitations and the Canon We Speak Image exhibition wall for London Fashion Week.
Rede2 managed the production at the press launch and the timing of guest speakers at the press launch. The film was played on 12 large screens on all 4 walls of the venue room - this was the WOW factor of the event and encapsulated the whole programme.
Challenges faced:
Required quick installation de rigging at the venue. Rede2 brought in a team to manage this process.
Image rights issues with filming the model. Overcome by careful filming and editing.
Trying to unveil the limited edition items in an appropriate manner without using models - mannequins were used instead which were lit accordingly at the crucial moments of the unveiling.
Technical issues with the large screens, synchronising all screens. This was eliminated with rehearsal run-throughs.
Was it a success? Yes, it was a great success; there were great reviews by Canon and the press.
"In around 8 weeks we have managed to pull off this complex event, and, whilst there have been some frustrations, I congratulate the team work and tenacity by all to make it all happen" Canon UK
"IT'S not quite Fashion Week yet but last night Matthew Williamson unveiled a six-piece capsule collection as part of Canon's interactive We Speak Image design project at London's stylish Sketch" Vogue.com
