The themes and character of the photographs is simple: friendship, young people in the park. The Flash site allows the user to explore and move through the application. In this, “naturalness” plays a central role. As opposed to previous Originals web specials, which clearly worked with artificial-looking stylistic elements, this site consciously avoids such artistic methods. This ties in with the theme: “Celebrate Originality”. The user has the impression that they themselves are part of the group.
On entering the site the user finds themselves in the Park View which they can take a 360° look around. The user can then click to see various views of the outfits, or go directly to the product detail page. The user can activate the modules “Outfit Viewer” and “Product Viewer” at any time to navigate to a certain outfit or product.
The application is characterised in particular by an unusual navigation which allows the user to move through the site in a variety of ways. The mood and feel of the underlying campaign and the products can also be experienced via the Internet.
