ONLY: The Liberation

This case study explains how ONLY, the fashion retailer, reversed declining sales in Europe with an interactive content-led campaign.

ONLY: The Liberation

Lars Samuelsen and Charlotte Porsager

Campaign details

Brand owner: BestsellerAgency: UncleGrey, North Kingdom, Camp David and DinamoheBrand: ONLY

Executive summary

This case study tells how in the face of declining sales, ONLY made the decision to re-evaluate how the brand marketed its collections. The creative solution it developed was an online interactive film experience called 'The Liberation', which was to be a fashion catalogue, a movie, a game, a music video, and the world's first on-demand, video retail environment. The project successfully managed to leverage digital, film, social media and e-commerce to...

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