Reiss has launched a teaser viral campaign ahead of a full campaign in September.

The campaign, Elements, is based around a black and white movie, focusing on the core elements of its business - suits, coats and dresses. Clips of the movie will be seeded across blogs from today, followed by print ads, posters at bus stops and in-store displays.

The printed material will incorporate QR codes, which can be scanned by mobile phone users to link to the film on their phones. Reiss will also launch an iPhone app in September.

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