VIRTUE helps launch the disruptive content format that aims to stand out amidst the homogeneity of stills-led fashion campaigns
Topshop Topman has partnered with VIRTUE, the creative agency by VICE, to create a series of experiences - salient in today’s youth culture - to address the growing challenge of building relevance in a world where it’s never been easier to avoid marketing messages. The first of these is Date Dash; an online dating show that re-writes the rules of love, which launches today on Topshop.com and Topman.com.
Date Dash is a fast-paced competitive show that brings people together to test their style instincts. Following extensive castings for regional talent, filming took place in Topshop Topman stores across the UK in Glasgow, Manchester and London’s flagship on Oxford Street. During the episodes, two contestants race against the clock to create an outfit to impress an eligible suitor, who then selects their favourite contestant to take out on a date. The series consists of six episodes on Topshop.com and Topman.com, with additional content hosted across Topshop Topman social channels and a significant digital display media campaign.
“The Topshop Topman purpose is to deliver empowering fashion that fuels our customers’ creative spirits to look and feel their best selves. We don’t define our customers; they define themselves. We have focussed our efforts on producing dynamic content that entertains, informs, and emotionally connects our audience. Partnering with VIRTUE has taken us in a new direction, one that shines a spotlight on entertainment-first content that inspires in an inclusive, fun way.” Jason Griffiths, group brand and communications director, Topshop Topman.
Gemma Knox, managing director VIRTUE Northern Europe, adds: “We believe that in order to reach a Gen Z audience, brands need to be entertaining and contributing rather than demanding. These are all values that Topshop Topman believes in, which is one of the many reasons we are excited to partner with them. Being able to capitalise on VICE’s insights, channels, talent, production facilities and ability to tell stories, we are confident that we can help embed them in the world of a young audience by truly adding value to it.”
You can find the Date Dash platform here