Cool Hunting

Shaïwear, a French sportswear company, has seen a lot of buzz around their interactive catalog for Summer 2006 (which made the rounds on some advertising and marketing sites). It comes in multiple formats and features couples enjoying each other's company (and their clothes). Green dots appear on the screen near the clothing, and a simple roll over the Flash movie introduces a catalog entry with size, color and product details.

The novelty doesn't stop there. In addition to its early adoptor use of video interaction, it features a song called "No Reason to be Shaï" that sounds good and gets the brand name in. To top it off, it shows the models undressing each other. And then having sex. Yes, this interactive catalog goes where few (none?) before have gone, introducing x-rated content as part of the sales pitch and features three flavors for your shopping pleasure: Man/Woman, Man/Man and Woman/Woman.

Please open with care. This site is not work friendly and features x-rated content.

Complementing the interactive catalogs (which can be found at Sexpacking.com) is a making-of video, screen savers, user comments, wallpaper and alternate music selections.

The campaign was created by French agency Agence7Seven, who hired French adult film director Marc Dorcel to direct and nventa to create the music.

Thanks Brent