Reserved

Launching a global campaign with an 80’s icon

Overview

Following the production of Reserved’s ‘I Love You Cindy’ film, from Director, Gordon Von Steiner, featuring 80’s iconic supermodel Cindy Crawford, we were tasked in developing and executing a launch strategy inclusive of digital, experiential and OOH across key European markets.

Response

Playing into nostalgia and the legacy of icon, Cindy Crawford, we created an immersive 3-day experience in London’s Shoreditch, transporting visitors to the set of the Cindy film and back to the decade of decadence. Supported by a tiered influencer strategy, attendees on the opening night were entertained by DJ Jodie Harsh with a rewind of 80’s classics and dined on devilled eggs and prawn cocktails, whilst an army of Sink The Pink Cindy’s, in pink power suits, vogued to Madonna. 

To support the campaign, a 360 out of home strategy was deployed to maximise the exposure, this included; a series of commissioned murals of Cindy in Warsaw, Munich and East London –  around the corner from the experience venue, to hero the bold campaign imagery and serve as a billboard for the upcoming experience for its two days open to the public. In addition, a takeover of Oxford Circus station was implemented of sequential digital ads on all escalators, driving consumers to see the Cindy collection at the brand’s flagship UK store on Oxford Street. As well as a fly-postering campaign of Cindy across the Capital at key sites, continuing the brand’s tradition as seen previously with the Kate Moss launch.

Outcome

The launch event in London was attended by over 300 key talent and press on opening night with an additional 1000+ people visiting the space on the public days. The campaign achieved a reach of 37.5m in social coverage, over 250k unique engagements over the three days, and coverage in key titles such as; Vogue, The Evening Standard and The Drum.