Putting OneMeth on the map

OneMethod gives a unique look at its clothing line thanks to Google Street View.

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This story appears in the December/January 2016 issue of strategy.

The Slinky, penicillin, and, now, OneMeth’s clothing lookbook have something in common: they were all born from blunders. An engineer knocked a spring off a shelf, a scientist forgot a pile of dirty petri dishes, and in the clothing brand’s case, its owner, Toronto agency OneMethod, forgot to change its location on Google after moving across town.

Had one of its clients not gone to the wrong spot for a meeting with the shop, ACD Max Sawka might not have had to reclaim its office listing on Google. As he was doing this, Sawka came across an ad from the search engine, suggesting he add a virtual tour. It just so happened to be the same week the team was discussing lookbooks for OneMeth (a clothing label that came out of the agency’s MethLab, an informal division encouraging creatives to pitch business ideas, like its La Carnita restaurant).

This prompted the team to kill two proverbial birds with one stone, immortalizing its workspace with a virtual tour, and at the same time, creating a 360-degree digital lookbook by planting staffers in OneMeth threads in the hallways.

The happy accident led to one of the few cases of Google’s Street View being used as a marketing tool (beyond promoting the interior of a restaurant/store). M&M’s “Find Red” treasure hunt and Mentos’ “Amazing Journey” contest with 3D candy hidden in maps are two other Canadian examples.

It usually takes about two weeks to shoot and show up on Google, but the photographers at Virtuo360 turned the images around in seven days, says Sawka. The original plan was to have a traditional digital lookbook for its website, which the agency had already shot one week before the fall/winter collection (in collab with streetwear brand Faded) was to launch. He says the team was “electrified” by the idea to reshoot the lookbook with the virtual tour, as they had some regrets not having done something unique.

But that’s usually the case with projects like OneMeth, says Sawka. “Everything happens so fast, and we’re playing catch-up all the time,” he says of the quick decisions they’ve had to make as they become clothiers and restaurateurs, which is helping raise the shop’s profile, bring in new revenue and experiment with media. “For a bigger client, you can’t just spend $2,000 on [testing] influencer marketing, because if it doesn’t work, then that’s $2,000 of the budget gone,” he adds. “[For OneMeth], I just spent $45 on an Instagram ad. It did terribly, but I got to see how video ads work.”

Want to view the OneMeth x Faded Google Streetwear View lookbook live? Click here.

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