Flying Machine launches Ice Cool Denim's Campaign

Flying Machine launched its coolest pair of jeans. In an attempt to strike a chord with teenagers and young adults, the company devised an online digital campaign and decided to create something that differentiated “ICE COOL Denims” from the rest.

So they set about creating video concepts for the Ice Cool Denims keeping the irreverent image of the brand in mind. The idea was to create small videos of 20 seconds length which youngsters could easily relate to and have fun watching.

Taking inspiration from the lives of their TG and their quest to be recognized as ‘cool’, the fact was that staying cool went much beyond appearance and clothes. “Cool” is an attitude, a way of life and more importantly, cool is how you handle yourself in tough situations.

When the team delved into their lives they realized that there were several instances when they would want things to be cooler (especially in the summer) – like their beer, their cats, their girlfriends, etc. So we took a leap of imagination and exaggerated the fact that you could use these jeans to keep anything cool this summer, especially things that mattered!

Thus came about the concept 'Keep things that matter cool'. The beauty of the concept being that it was simple, yet open to a number of intriguing interpretations. The ambiguous nature of this statement contributed to the campaign’s success, since it was open to a range of implications e.g. Keep your balls cool, meant more than what the video depicted! Apart from the 3 videos, the theme was also extended on social media with some more wacky interpretations of things that matter.

It was a conscious decision to have the look and feel of instagram which would connect with the TG in a more relatable setting. The cool split screen treatment banked on the juxtaposition form of story-telling, getting the message across in a short span of time.

"We have come onboard recently and are starting to understand the fans of Flying Machine a little better. We have been evaluating their engagement behavior and discovering the kind of content they are likely to enjoy and share. Ice Cool Denims is the first product campaign that we worked on, and cracked the idea of 'keep things that matter, cool'. The rest was easy. We seeded the campaign on digital, using creative web videos. In the first 15 days alone, we were convinced the content made the right connection. It's now time to scale up," said the agency spokesperson. 

Alok Dubey , CEO, Arvind brands, said, "Iconic Fashion Brands need to continuously innovate not just on their core fashion and style quotient but also on technological innovations in fabric as well as the medium thru which to communicate. The new “ Ice Cool Denim” ads are an example of innovation extending  right from the fabric to styling and into media innovation. “