ERMENEGILDO ZEGNA XXX CAMPAIGN
MARKETING STRATEGY & CREATIVE
THE VISION
A leading Italian luxury menswear brand, sought to infuse new energy into the brand with the debut of their XXX collection, developing a new form of expression to connect with Millennials. The initiative sought to add a ‘cool factor’ and sense of ‘self-expression’ to enhance the brand’s image among a younger generation.
THE PLAN
We took a high energy approach to create hype surrounding the XXX motif to create a strong visual identity. The team engaged our targeted audience using a mix of guerilla marketing tactics and collaborated with Shanghai’s high profile street dance studios to orchestrate an ‘XXX’ flash mob. We also recruited ‘cool’ celebrities and influencers throughout to generate high impact energy to this campaign.
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