This online interactive film is a European campaign. Generally speaking, the consumers have a tendency to be very tired of advertisements interrupting their entertainment. They don’t want to be told what to do. They want to make their own individual choices. Branded content has to be very well integrated and be made on the premises of the consumers.

An online interactive film experience called The Liberation. It isa fashion catalogue, a movie, a game, a music video, and the world’s first ON DEMAND, ONLINE, VIDEO, RETAIL ENVIRONMENT. The entire experience was built around a story of rebellion. Three girls roll into a sleepy town looking for trouble. With a simple click at any time, the film freezes. Every item of clothing has been tracked and from here you can: browse, like, pin, tweet and buy. You are invited to interact with the film. You can steal a pair of jeans, and if you’re lucky, the experience crosses over into reality and the jeans are sent to your home. Free. You can download the soundtrack, which was also launched as a single Finally your personal experience is summed up in a bespoke catalogue, so you can revisit the clothes you looked at, shop, share, download music and wallpapers.

The campaign has been very successful. Just in The Netherlands, 300 pairs of jeans have been sent to lucky ‘thieves’. The campaign has spread to thousands of sites and blogs worldwide and the traffic to only.com rose with 442% after the launch of the campaign. www.onlybecausewecan.com has had more than 232,326 unique visitors and 410,051 page views.