Italian footwear brand Geox launches a website which allows users to explore the streets of Cherrapunji in the Indian state of Meghalaya.
The HTML5 site is part of a digital campaign designed to highlight the waterproof technology of the brand’s Amphibiox outdoor shoe.
The interactive online experience lets users take a tour of the rainiest place on the planet, Cherrapunjee in Northern India through four videos filmed during monsoon season.
Geox recruited four adventurous travellers via its Facebook page – Swiss photographer Claudia; Andrea, an Venice tourist guide; David, a Spanish lawyer and Rob, an English snowboarder – who tested the shoes in the range for a week with the idea that if the shoes could resist in Cherrapunjee, where the annual rainfall is of 11,000mm, outside their usual urban context, they would endure anywhere.
Created by Oslo-based agency SMFB and Stinkdigital, the 30-minute film directed by Rohan Blair-Mangat is available on amphibiox.geox.com as a core feature of the campaign. Over ten days of monsoon rain and extreme humidity, the crew had to battle with damp clothes and - despite using a special waterproof ‘Dive House’ camera gear - wet equipment.
The interactive documentary, packaged as a ground-breaking point-of-view experience that enables the viewer to live the tests and dip into the Northern Indian territory’s ‘water-saturated’ culture, lifestyle and environment in a veritable manner. Users are also able to view a close up of the shoe being tested to learn about its features.
“We built the site to work on as many devices as possible by making it responsive,” says Stinkdigital.
The videos are nicely shot and reveal of one of the world’s most unspoilt and beautiful lands, filled with natural treasures such as the 500-year-old ‘root bridges’, where the roots of living trees are twisted into bridges. The campaign will also extend to YouTube (with video biographies of the four travellers), Pinterest and Facebook.
Video: Geox "Meet the testers" by SMFB, Oslo and Stinkdigital.
The website offers a point-of-view experience around Cherrapunji, India.