Campaign Results
IMG
Multi-brand Marketing Campaign
IMG is the global leader in representing talent, brands and IP across entertainment, sports and fashion. We support the brand management experts across a suite of brands, including Playboy, Fashion Week Live, and World’s Strongest man. Here are just some of the highlights.
Deliverables
Playboy’s Bunny Bootcamp
We created a female-focused workout class to support the launch of Playboy’s ‘Bunny’ fitness clothing range. The class combined traditional aerobic exercise with dance moves, all designed to help participants achieve a body that would make a Bunny proud.
Sexy, Healthy and Strong were the key values at the heart of this project’s creative direction. With these as our guiding principles, we created a sub-brand for the classes, which was in-keeping with the Playboy design style.
The Bunny Bootcamps were originally planned as a one-off marketing stunt to promote a licensed clothing range. However, the workouts were such a huge success that it was trademarked and launched in 19 countries as a new business in its own right.
Building a sub brand
We formed a comprehensive tone of voice document which was used to help guide the message of a fully responsive HTML5 website, designed and built in-house at B&D. The site was designed to work in multiple territories and languages and features a completely bespoke ‘Playboy Hub’ content management system for franchisees, trainers and coaches to use.
Our team travelled to the Playboy Mansion to create a launch film featuring the titular Bunnies demonstrating the workout in action. In addition to this we scripted, shot and edited a series of promotional films, created various marketing materials and maintained an ongoing creative management ‘brand guardian’ role with Playboy.
Fashion Week Live
Almost every official Fashion Week in the world, including New York to Paris and London is either owned or managed by IMG. To capitalise on this global market, it developed an MMO Facebook game with developers Funcom and 505 Games. Our task was to launch the game to the press, and the front-row fashionistas.
We did this by designing the first ever non-runway event at the Mercedes-Benz New York Fashion Week. The event, hosted in The Box, saw us run a series of interactive high-tech sessions introducing the game to world’s fashion media and top fashion industry representatives. The event created a huge buzz and gained 1.2m Facebook followers in two weeks.
American Freshman
We were tasked with strengthening the online presence of clothing brand American Freshman to bring it in line with its success on UK highstreets. We created an online presence designed to engage both consumers and licensees, while embodying the American Freshman spirit to spread brand awareness.
The visual style, language and content all had to reflect American Freshman’s spirit of exploring and adventure. We used these ideals as a base to create an entire digital brand identity: a brand narrative, a tone of voice guide and a Brand Bible which would all guide the launch of a brand new, responsive website, built and designed in-house here at B&D.
Unifying in-store and online
Our work revitalising American Freshman’s online offering had to be reflected in its high street presence, which included some of the biggest stores across the UK such as Topshop, Debenhams and Next. In order to keep the brand consistent we created a new in-store look for American Freshman, informed by our work building its online presence. The store fitting, managed by us from concept art to installation, allowed the brand to make a statement about both its online and in store offerings.
