ME&CITY: Fashion street view
Marie-Julie Lorenzo
Campaign details
Brand Owner: ME&CITYLead agency: Fred & Farid ShanghaiBrand: ME&CITYCountry: China; Hong KongIndustry: Clothing, apparelMedia: Mobile and apps; Online video; Social mediaBudget: 3 - 5 million
Market background and cultural context
Every Fashion Week, labels stage extravagant shows catering only to the elite.
Objectives
Me & City released their new men's collection and needed a huge boost to raise brand awareness & sales.
Insight and strategic thinking
Me&City did the opposite, launching their newest collection with a show tailored to...