Deepend launches the online branding initiative for French Connection UK this week which is based on TBWA/ London's 'kinky bugger' ad campaign for the fashion brand.
The website, www.fcukinky-bugger.com, invites visitors to determine their own levels of kinkyness through an online test after which the participant is treated to a short film which is appropriate to their kinky type. The new media components of the campaign will be promoted across all of fcuk's offline branding.
Deepend has also created a new site for French Connection to coincide with the launch of the fcuk spring/summer collection. Functionality on the site includes the chance to purchase an fcuk t-shirt, order a catalogue and locate a store.
Andrew Leith, the creative director at Deepend, said that the agency tried to use more innovative online advertising techniques for the branding campaign. He said: 'I think that the site is a conscious departure from the traditional 'click to see ad' formats in which visitors are able to passively view a traditional ad execution.
'Instead we have evolved this process into an imaginative and absorbing experience in which viewers are treated to really unique levels of interactivity previously unseen in mainstream online advertising.'
Deepend is part of the Deepgroup, which also includes the online ad division Gluemedia and Backend, which provides web-building technology solutions.