Azealia Banks, Ellie Goulding and Charlotte Free are the stars of #BestNightEver, ASOS’ interactive Christmas campaign from Future Collective, Branient and Rehab Studio. The campaign is made up of a series of videos that don’t simply promote the fashion retailer’s latest arrivals but allow viewers to buy the looks or pin them directly onto their Pinterest boards while watching the ads.

As an online store that heavily depends on videos to showcase the products on offer, ASOS takes advantage of Pinterest’s popularity among young females (and their followers) to create a cross media campaign which has the potential of exponentially increasing its exposure.

While it may not be the first shoppable video or brand utilising Pinterest, its an interesting campaign that combines the two in an engaging manner. Watch the first set of videos featuring model Charlotte Free above.