Onwards and upwards: Oki-Ni sends items sky high

06.11.2012 Advertising : Marketing : Sky

London – High-end online retailer Oki-Ni has decided to ‘boldly go where no menswear site has gone before’, literally launching items into the stratosphere to promote its new redesign.

London creative agency Just So produced The Launch, a film of the stunt. Amid an almost Martian landscape, items such as trousers, a backpack and gold shoes begin to slowly levitate from their pedestals. From cameras mounted on balloons, we eventually watch the items soar to nearly 20 miles above the earth’s surface. Oki-Ni assures us that they returned safely to earth.

The pun on ‘launch’ is clever and the visual references are timely, with millions having just watched Felix Baumgartner jump out of an even higher balloon. The video also shows the advantages of Oki-Ni’s new site, which includes a large, uncluttered space for visually driven editorial content.

For more trends at the intersection of media and retail, read our Transmedia Futures macrotrend.

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