Tommy Hilfiger and Shawn Mendes in a partnership with a purpose? Yes. What you get is a cocktail of 90s reverence, sustainability and a bit of relevant pop culture with a dash of prep.
The goal of this18-month campaign was to "cultivate a community to reimagine style more sustainably" through a co-designed capsule collection, a wealth of social content and a documentary showing the everything behind the curtain.
To launch the campaign, we first offered Shawn's fans the opportunity to join Tommy's "Close Friends" on Instagram Stories for access to exclusive content. In just 24 hours, we received 10,000 requests which resulted in increased engagement and audience growth. We then produced and edited a series of documentary style videos that featured Shawn discussing the inspiration behind the campaign and his new co-designed capsule collection.
Made with Bright Colors (FKA Lonely Whale) with CCO Harry Bernstein