The brief was to launch Georgia Gullini's newest collection of fine Italian suiting fabrics for the Indian market, to create awareness about the brand pan-India and encourage footfalls to fabric retailers who stock Georgia Gullini's fabrics.
Idea & Execution
A synopsis of the #LifeTailored campaign: Italy - a land that ever ignites the imagination. Exuding creativity and expression, in every aspect of life. From age-old art and architecture to new-age abstract composition. In stone, in marble. On canvas, as on the digital frontier. From soulful operatic classics to modern-day magical musicals, Italy remains a celebration of that collective excellence - reflected in individual brilliance. And nowhere else does one find that expression of singular joy, of iconic individuality - more, than in Italian fashion. Georgia Gullini brings you that very inspiration in the very finest of fabrics and accessories - helping you find this very inner voice, and lets you speak in a style entirely your own. Fashion that is totally in tune with your own threads of thought, as it drapes you, in an ever-new, innovative and evocative persona. Exactly as you'd like it. Life, tailored.
24 ensembles were designed using Georgia Gullini's new collection of suiting fabrics. We conceptualised and managed end-to-end production for an international shoot of the collection in Budapest. The location reflected the Italian essence in a European setting. We created a catalogue using these images and also shot 24 short-format digital videos. We launched the campaign, #LifeTailored, offline and online - across hoardings, POS and social media. We undertook performance marketing and influencer marketing to further create a buzz about the campaign.
The campaign is underway and we have seen a spike in social media followers/engagement as well as enquiries and footfalls at retail stores.