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


By Naomi Taylor | Client Services Manager

November 3, 2016 | 2 min read

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.

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Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value. Founded in London in 2012 by Bridey Lipscombe and Cat Turner, we launched a New York studio in 2018, a global production house in 2019, and now have over 40 staff and an annual turnover of $8m.

Our innovative campaigns deliver authority, personality and relevance for our clients, be they legacy brands or start-ups. New business wins in 2019 included ELEMIS, Burberry, ghd, Rodan + Fields, Kopari and Pepsi-Lipton International’s latest plant powered energy drink YULA. Existing clients Sally Hansen, dunhill and Coty also extended our creative remit. Cult have worked with icons including Beyoncé, Katy Perry, Vivienne Westwood and Lady Gaga, while also recently being the first agency to develop a social drop-model for Marc Jacobs, which generated a sales uplift of over 250%.

The business’ R&D arm launched Mindscape, a mental health voice app for Amazon Alexa and Google Home, in conjunction with charity Mind. The app received critical acclaim and Mindscape 2.0 will be launched later in the year. Cult have recently appointed a new Head of Strategy, Charlotte Bunyan, their first Communications Director, Hugo Eyre-Varnier and signed award-winning futurist author Lucie Greene to collaborate on Cult Futures, their new insight and incubation program.

Clients include :

M.A.C Cosmetics, ELEMIS, Nike, Burberry, Sally Hansen, GHD, Kopari, Rodan + Fields, Amazon Fashion, Pepsico, Umbro, St. Tropez, Revlon Professional, FarFetch, Sarah Jessica Parker Fragrances, Agent Provocateur, Royal Salute, Kurt Geiger, Tod's

Awards include :

2018: Shortlisted Campaign's Independent Agency of the Year, The Drum Independent Agency of the Year Top 100 2017: The Drum Network Social Media Agency of the Year 2016: Brand Republic Agency of the Year 2015: BIMA Hot 100 (Agency Co-Founder Listed), Digital Mavericks, Top 10 (Both Agency Co-Founders listed) Clio Image Awards, Experiential (winner)

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