# Gucci Chiodo Watch Launch

- **Date:** 2008-06-27
- **Categories:** our-work

Our latest client work was the animated experience devoted to the new Gucci Chiodo Collection. Chiodo was unveiled this April at [Baselworld](http://www.baselworld.com/), the international watch fair. It was inspired by the iconic square-head nail employed by the luxury goods house since the Sixties.

![Touchscreen Tower at Baselworld 08](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-157.png&w=1024&dpr=2&output=webp)
Touchscreen Tower at Baselworld 08

![Intro Screenshot](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-155.png&w=1024&dpr=2&output=webp)

This project aimed to support the launch of the new Chiodo watch through a mix of multiple media: classic vehicles and innovative on-line channels. This 360° communication approach involved multiple targets and the communication mix leveraged on the combined effort of channels as print media, on/off-line public relations, outdoor, in-store activities, dedicated section on gucci.com, on-line advertising, podcast and widgets.

![Screendesign Book](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-156.png&w=1024&dpr=2&output=webp)
Screendesign Book

Next to the interactive overlay version we introduced for gucci.com we developed a special touch screen version for this beautiful Totem that was specially built for this case:

### The touch screen totem

The aim was to get a smooth 360° view for the 3 lead styles of the collection and a natural movement - here is a preliminary video of the interaction, right from the [wollzelle](http://wollzelle.com/) labs ;)

[Video](https://origin.wollzelle.com/videos/2008-making-of-Chiodo.mp4)

From the labs

And here is how it looks in the store:

![in-store animation](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-158.png&w=1024&dpr=2&output=webp)

The web contents were utilized at store level too thanks to a digital totem enabling the customers to experience in-store the animation.

### The widgets

For the 3 lead styles we created a widget presented in an [earlier post](/blog/2008/05/01/gucci-s-chiodo-watch-widget.md) in our blog. **On Apple the widget entered both the “Top 10” and the “Staff Picks” list.**

![Gucci Chiodo Widget](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-159.png&w=1024&dpr=2&output=webp)

Besides showing time, the Chiodo widget will offer a notepad and a personal organizer. The widget is available on [Yahoo](http://widgets.yahoo.com/widgets/guccis-chiodo-watch) and Apple.

### The internal widget

An internal widget was developed for all employees to have a global countdown to the launch. The nice side effect was that people who are not so technology affine could experience what a widget is and how it works, on the other hand it sometimes scared us to see how time flies during the project ;)

### Wallpapers
![Gucci Chiodo Wallpapers](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-160.png&w=1024&dpr=2&output=webp)
### Screensavers
![Gucci Chiodo Screensavers](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-161.png&w=1024&dpr=2&output=webp)
### PopOver Integration on Gucci.com

The application was also integrated in 8 languages directly on Gucci.com.

[Video](https://origin.wollzelle.com/videos/2008-chiodo-website-overlay.mp4)

### Banner Campaign

We did over 90 different banners and site takeovers for international pages to announce the new Chiodo Collection, amongst others for [New York Times](http://www.nytimes.com/), [International Herald Tribune](http://global.nytimes.com/?iht) or [MSN Taiwan](http://tw.msn.com/). This is a screenshot of the [femina.ch](http://www.femina.ch/) takover:

![femina.ch site takeover](https://wsrv.nl/?url=https://origin.wollzelle.com/images/2008-162.png&w=1024&dpr=2&output=webp)

_Sidenote: A lot of sites out there should work on their ad specifications they hand out, it was a challenge from time to time. Would be a great service idea to unify this information in a web 2.0 way. Felt like the blind leading the blind …_

A balanced mix of print and web editorials enabling to announce the new watch and this innovative launch initiative, e.g. [butterbloom](http://www.butterboom.com/2008/05/22/gucci-goes-web-20/) or dazed digital.

It was one of the most exciting projects because it involved so many different media and we really enjoy multi-disciplinary design projects.