FASHION EMERGENCY BOX

TitleFASHION EMERGENCY BOX
BrandLILY
Product / ServiceAPPAREL
CategoryA03. Targeted Ambient Media: Small Scale
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

Credits

Name Company Position
Fred & Farid FRED & FARID SHANGHAI Chief Creative Officers
Asterio Gutierrez, Feng Huang FRED & FARID SHANGHAI Creative Director
Marsha Savira FRED & FARID SHANGHAI Copywriter
Radouane Guissi, Jih-Jan Lee FRED & FARID SHANGHAI Art Director
Frances Alvarado FRED & FARID SHANGHAI Business Director
Nichole Niu, Kate Lu FRED & FARID SHANGHAI Account Manager
Jim Sun - Editor
Dora Zhang FRED & FARID SHANGHAI Agency Producer

The Brief

In fast-paced Shanghai, business is as fast as it is big. Million-dollar deals happen over…Short-notice CEO visits. Surprise board presentations. Sudden stakeholder meetings. With image critical in Chinese business, a fashion emergency could mean life or death for a company. So Lily, the label that makes “Business Fashion for all Occasions” introduces a new service: The Fashion Emergency Box. Each contains everything you need, right when you need it most. Add a formal twist to t-shirt and jeans with neutral blazers. Cover up see-through outfits with cardigans. Spice up a monochrome outfit with a vibrant scarf. Plus accessories, footwear, purses, Each in a range of styles and sizes. After your fashion emergency, just put it back. Or even take it home. Just pay via mobile.

Creative Execution

The fashion emergency box provide OL the solution to be“just right” in every business occasions.

Describe the creative solution to the brief/objective.

With image critical in Chinese business, a fashion emergency could mean life or death for a company. So Lily, the label that makes “Business Fashion for all Occasions” introduces a new service: The Fashion Emergency Box. Each contains everything you need, right when you need it most.

Results

Hundreds of boxes were placed in participating offices in Shanghai. The campaign created marked interest in the brand as a trendy business fashion line ready to adapt to the changing times.