Why is this work relevant for Brand Experience & Activation?

It is a campaign to change people's perception of vegan fashion, represented by fake fur, by using various storytelling in digital or experiential events.

Background

Our client is representing the most popular vegan fashion brand but considered a minor brand compared to a whole fashion market. We suggested an idea that could make people, who don't agree with the vegan spirit love its clothes.

Describe the creative idea (20% of vote)

The idea is it could be the fur made out of any kind of imaginable animal since fake fur doesn't come from the real animal. We created our imaginary Super Animal and launched its fur collection.

Describe the strategy (20% of vote)

We planned our campaign to target not only vegan fashion supporters, but also people who love fashion in general and let them experience Super Animal's stories and concepts either in digital or offline events.

Describe the execution (30% of vote)

Fashion films, cartoons, and offline promotions based on the fantasy story of getting animal fur without harming animals led people to indulge in Super Animal Fur's imaginary concept during the campaign.

List the results (30% of vote)

Our campaign got the most 'likes' among all fashion campaigns presented in the same season through differentiated stories and experimental content. The name of the brand searches has increased nearly five times, and products have quickly sold out.