Agent Provocateur launch their ‘Naughty or Nice’ campaign with Cult Ldn

Naughty or Nice? Agent Provocateur's Winter '16 campaign

Ahead of the holiday season, Agent Provocateur have launched their ‘Naughty or Nice’ campaign to promote the sensuality of dual personalities. Cult Ldn have spearheaded the winter campaign, directing an interactive video, communications strategy and mobile experience for customers.

The ‘Naughty or Nice’ video encourages women to choose between innocent and sultry personalities. The video features British actress Juno Temple who perfectly embodies the two personalities of Naughty and Nice – the first, very confident and knowing; the second, more innocent and coquettish. The film combines the visionary aesthetic of timeless storytelling with the future of technology accessible on desktop, tablet and mobile devices.

Steven Collings, account director at Cult Ldn who worked on the campaign, comments: “Agent Provocateur were keen to make sure they were keeping up with the digital age and wanted to move away from traditional campaign efforts; hence the mobile experience, interactive video and using the Whatsapp platform to create a story behind the collection.

"Cult LDN lead the creative direction on the interactive film, working with production house Somesuch to bring the #naughtyornice vision to life with Juno Temple. Post-production, the Cult LDN team created the dual-sided interactive experience both on desktop and on mobile, the first of its kind, as well as social strategy supporting the campaign launch.”

The ‘Naughty or Nice’ campaign will be represented throughout the business on the brand website, social media and its stores. Each of the 120 boutiques has been given a ‘naughty’ or ‘nice’ theme and will be merchandised accordingly. There will also be a Whatsapp ‘Ménage a Trois’ platform launching later this month.

Cult Ldn is a creative communications agency who work with clients such as Barbour, Katy Perry, Calvin Klein and more.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.