The challenge

• Drive reach and brand fame across major US fashion hubs, New York & Los Angeles, to launch Versace’s new collection during a key fashion moment, ensuring Versace is seen and heard across the industry.

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The solution

• Utilize high-impact placements in fashion neighborhoods from Soho to Sunset Blvd / West Hollywood to reach the fashion audience when they are in the right mindset, driving consideration and impact.

• Build bespoke reach networks unweighting fashion-centric neighborhoods and prioritizing store locations, retail, and fashion events.

• In NYC a high-impact digital spectacular was selected to bring Versace’s iconic new bag to life through anamorphic 3D content.

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The results

• The campaign exceeded brand KPIs and the anamorphic content was widely shared on socials, across the industry, and in trade publications.

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