DECJUBA launches the D-LUXE Puffer Jacket fit for a Boeing 787 in new viral campaign via HERO
Leading Australian fashion retailer DECJUBA has landed its must-have fashion piece for Winter, with its own custom D-LUXE Puffer Jacket fit for a Boeing 787 created in partnership with creative agency HERO and production partner Creativa.
The innovative AI content has captured the attention of DECJUBA lovers, generating over half a million views on social media overnight and marking the arrival of the brand’s newest D-LUXE Basics puffer collection.
The AI clip shows the puffer-clad plane arriving at Melbourne Airport to the surprise of the startled passengers inside the terminal, with viewers on social media asking, “is that for real?!”.
To put comments to rest, DECJUBA can confirm that while the stunt is very convincing thanks to 3D animation, rendering and a little creativity, its sleek and stylish puffers made with recycled materials are currently only available in human-sized measurements.
Says Tania Austin, founder and CEO of DECJUBA and D-LUXE Basics: “Our puffers are an iconic brand favourite, so we wanted to find a new and playful way to celebrate the arrival of this new must-have staple for winter. HERO came up with this idea and we loved it.
“It’s been amazing to see the positive response from our launch take off with our customers. There are so many innovative opportunities we can explore in this space, and we are excited to share what’s next for our brands.”
Says Ben Lilley, creative chairman of HERO: “Creating such a realistic render presented numerous challenges, but our team was committed to bringing this vision to life with DECJUBA. From perfecting lighting and shadows to ensuring every detail was impeccably executed, our animators have truly outdone themselves and we’re proud to see this content soar.”
The ‘D-LUXE Puffer Plane’ won’t be picking up any passengers anytime soon, but customers wanting to check out the new puffer range can shop the new collection in store and online at decjuba.com.au from today.
See the D-LUXE Puffer Plane land via DECJUBA’s social channels below.
Client – DECJUBA
Chief Customer Officer: Penelope Reidy
Social, PR & Partnership Manager: Belinda Ear
Creative Agency – HERO
Project Manager: Stephanie Rinaldi
Communications Director: Ebony Santin
Executive Creative Director: Shane Geffen
Art Director: Charlotte Smith
Production Partner – CREATIVA
National Account Director: Warren Sevel
Creative Director: Steve Bristow
3D Animator: Julian Rodriguez
40 Comments
“The stunt is very convincing”
Their first forie into plane fashion
*foray
its sort of like those cool AI viral ads that go around the internet. but its not as it doesnt have the same ‘could it actually be..’ element, and its a year late.
Why is the jacket on a plane?
What does it mean?
“The innovative AI content” – it’s not AI, it’s CGI made by unappreciated 3D animators.
“The AI clip shows” – it’s called a video. It’s just a video.
There sure is a lot of “artificial” intelligence in this idea but it’s not in the output.
and it’s “3D Animator: Julian Rodriguez”
sucks.
Wore it better
A great idea – fit for a tinker. Bravo. Hats off.
but is it bonsoy?
Communications had an idea in them.
Not just stuff AI could do.
… this is a poor ‘cousin’ of the North Face Big Ben work. What a shame.
this was shared with me 3 times last night on both insta and tiktok. i showed my partner and he asked if i thought it was real lol. (and before you make any snarky comments about my partner, no he doesn’t work in advertising so wouldn’t know the difference but it worked.)
Will it stop the door falling off?
… write this press release?
It’s there in the copy: “marking the arrival of the brand’s newest D-LUXE Basics puffer collection”. On the socials the caption is “JUST LANDED!” I could be wrong but it appears to be announcing the arrival of their puffer jackets, which have just landed in store.
What airline they trying to cover up I wonder?
I wasn’t going to ask if your partner worked in advertising. I was going to ask if he worked in a sheltered workshop.
Excellent put-down.
This looked like a Playstation 2 game.
Oh, so they’ve just arrived from China. Got it.
You’re on trend. Cool.
Yes, been done so many times before and SO much better.
how charming. i’m sure your comments on my girlfriends who are sharing this would be just as delightful. stay classy.
Seems like it’s working just fine 😉
… something.
It’s all I can see.
Sorry.
It’s me.
Not you.
A 787 being shown taxiing into a slot for a 737. Come on people.
I also wish they had filmed an actual plane and then added the CGI coat, rather than doing the whole thing in CGI.
But as the results will show you, we are probably overthinking it and being overly critical, because the people are engaging.
So much innuendo on the blog today. And did you see the size of that view count?!
“Holding out for a HERO” by Bonnie Tyler
Where have all the true ideas gone?
And where are all the bright minds?
Where’s the innovation and vision,
To leave our competitors behind?
Isn’t there a bold concept creator,
In this agency so high?
Late at night, I brainstorm away
And I dream of a campaign that can fly….
(Chorus)
I’m holding out for a HERO to save our puffer jacket’s plight
An ad genius with a vision, to make things alright
I’m holding out for a HERO ’til the end of the night
They’ve gotta be bold, they’ve gotta be fresh
And they’ve gotta be sharp enough to outclass
I need a HERO to rescue us from this creative blight
Somewhere in our boardroom
In our meetings oh so dry
An aeroplane struts in the room
Wearing a jacket, asking us to buy
I need a HERO, a concept with pride
An ad campaign that soars, to be our guide
Through the clutter of uninspired ads
To see the brilliance behind the fads
(Chorus)
I’m holding out for a HERO to light up the dark
To make our brand shine, to hit the AI mark
I’m holding out for a HERO with a creative spark
They’ve gotta be bold, they’ve gotta be brave
And they’ve gotta be puffered to pave
I need a HERO to lift our agency from this creative cave
(Bridge)
Up where the ideas are born
In the heart of the brainstorming session
I can feel the yearning
For a HERO to rescue our demise
(Chorus)
I’m holding out for a HERO, one with a marketing heart
To rejuvenate our campaigns, to set us apart
I’m holding out for a HERO, to make a fresh start
They’ve gotta be quick, they’ve gotta be wise
And they’ve gotta wear that D-LUXE Puffer Plane disguise
I need a HERO to rescue us from this creative demise
(Outro)
I’m holding out for a HERO, to breathe life into our ads
To navigate the trends, and break the fake AI fads
I’m holding out for a HERO, to turn the creative tide
They’ve gotta be bold, they’ve gotta be true
And they’ve gotta be everything that’s innovative and new
I need a HERO to save our agency from this creative demise.
x
Yes I too am upset by this aviation anomaly and also by the fact that this thing is clearly working its wings off. Why can’t we just hate on something and have it fail?
Not a campaign though. Unless there’s more on the way?
Heroic move
This looks a tad naughty..
Yeah, those are the metrics the client will care about. Oh, yeah. The client.
4.3M
Lotta people got a lotta time to comment on this thing…
Come on guys, do a check before you put stuff out. First the gaming thing (twice), now this. It good enough.
Why does everyone think this is AI?
This is just a relatively simple VFX shot done by a 3D Animator/Post House.
This technique has been used a ton of times already, North Face, Barbie, Maybelline etc.
@Too many copies, I will happily and respectfully fact check this for you.
As while I’m fine with people knocking our work because they think it’s shit, I’m not fine with being accused of ‘copying’ other agencies’ work (three times according to you), which we haven’t and we wouldn’t. Here are the facts:
– No this “puffer plane” idea has not been seen or done before, which is why (outside of this blog) it’s proving so popular, with over 14m views now and still climbing (pun intended). I hate to be the “Google it” guy, but seriously, just Google it. If you can find a single other example anywhere, I’ll eat my puffer (that sounded better in my head, but you get what I mean.)
– If, however, if you mean this 3D technique has been done before, yes of course it has. As @VFX said above, the technique has been used a ton of times already, North Face, Barbie, Maybelline etc. and an awesome one for Netflix with a dump truck snorting cocaine. We also did an Australian version of the Maybelline UK work, using a Sydney Ferry. And for this Puffer Plane, yes we were obviously inspired by North Face. It’s a nod, not a knock-off.
– With “the gaming thing (twice)”, you’re referring to our two Maybelline gamer campaigns, the first of which coincided last year with an almost identical idea from BBDO Argentina. This was a coincidence, not a copy. It happens, as we see often on this blog, and it’s incredibly disappointing for every creative involved. We were horrified when we saw the BBDO work, because yes it’s the same idea. However our idea had been in the making with Maybelline long before the BBDO work launched, the campaigns themselves were completely different and Maybelline weren’t concerned, so we pressed ahead and bravely risked the wrath of the CB blog. For what it’s worth, both campaigns were entered in last year’s Lions and in the same categories. Only ours was awarded.
– You’re also saying that our most recent Maybelline campaign is a copy of something else too. I have no idea what you’r referring to, as for once I haven’t seen or heard of any other campaigns that it’s supposedly similar to.
This is much a longer response than I intended for a comment that was maybe just meant as a bit of sport. But I’m a lifelong creative who is immensely proud of our agency, our people, our clients and my own creative work and record. And while I’m happy to cop the (often very funny) comments slagging off the quality of our work, I’m not going to cop comments that attack the integrity of our work or our people.
It is you sir (or madam) who must ‘do a check before you put stuff out’. It’s not good enough…