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Client: Nordstrom
Creative Agency: Fallon

This is the first-ever video remix featuring The Go-Go's "Our Lips Are Sealed." The video was directed by Olivier Gondry, with brother Michel Gondry as executive producer; FatBoy Slim created the music remix. New video footage of contemporary women wearing Nordstrom apparel is seamlessly combined with the original Go-Go's video from 1981, creating a juxtaposition of  80's icons with modern day. Developed by Fallon Minneapolis and using Maven Network's technology, the campaign delivers a rich experience not available on the web. The items worn by the contemporary women featured at the bottom of the video are clickable, and available for immediate purchase.

The "mixing room" allows audiences to mix and match clothes on a model, while simultaneously creating a personalized remix of "Our Lips Are Sealed." These consumer-created videos can be emailed -- thus enhancing the campaign with a viral element.

The campaign is bolstered by wild postings in trendy neighborhoods in both Los Angeles and New York City, an insert in Entertainment Weekly, newspaper ads placed in entertainment sections, alternative weekly publications and online banner ads.

The Silverscreen interactive site is for speciality retailer Nordstrom, with ongoing content updates by Fallon.
-- Susan Treacy, group creative director, Fallon

Fallon’s concept of mixing current day fashion to memorable 80’s bands on “The Silverscreen” brilliantly blurs the lines between public relations and marketing. Experiential Marketing at its best. The only substantial drawback is that it took 47 minutes to download this desktop application. This is a major stopping point for the microsite’s viral capabilities. But, the positive far outweighs this drawback.

For a business owner and a marketer, the message is two-fold: powerful branding and profitability. While watching and listening to Culture Club’s “I tumble for ya” (which is their #2 song in my book, after “Do you really want to hurt me”), I clicked on a white linen jacket that a young women in the video was wearing. $498. Yep, $498 for a L.A.M.B. Smocked Blazer. Major disclaimer: my wife wouldn’t blink twice at this because she most likely loves the style and the brand, but I nearly choked. That’s the power of immediate purchasing capabilities of the web combined with tapping into our cultural and emotional roots of the rich media of re-mixed vintage 80’s videos. To Nordstrom’s target audience for these videos (my wife, not me), $498 feels like only $98 when you attribute $400 of value to that strong emotional and cultural connection.

My prediction for Nordstrom’s next Silverscreen video and product line: Michael Jackson’s “Bad,” and I’m buying that jacket / pants combo with the functionality and style of 102 zippers.
-- Ryan Buchanan, president, eROI

I will preface my review of Nordstrom's Silverscreen campaign by saying I am averse to any advertising that involves a download. 

Holy cow. That was the longest I've waited for anything to download since I was on Prodigy dial-up. But let's get into the content. The videos, remixes of 80's pop nostalgia interlaced with today's fashion was certainly interesting and made me look that much harder at the video. Allowing audiences to see and explore the clothing worn by women in the videos, juxtaposed with 80's music icons must have served some sort of purpose. I'd imagine that purpose was to strike an emotional chord with women who had their musical tastes shaped by 80's pop.
 
Additionally, audiences could create their own "fashion mix" and send it to their friends as the requisite viral component.
 
It seems to me that not only is Nordstrom's target audience women who grew up in the 80s, but they are also at work -- and don't necessarily have this time to wait. 
 
The download product does provide the advantage of being able to "receive" content, rather than wait for someone to demand it, but I think Nordstrom's brand and designers are strong enough to keep people coming back. I was expecting HD content for how long I had to wait. I give Nordstrom's Silverscreen 2 out of 5 returned tires. I deducted the requisite half a point for not working in Firefox, and for requiring an uninstall.
-- Ian Schafer, president, Deep Focus