BACKGROUND: Working on two series of this highly acclaimed TV series presented a unique challenge - how to reignite media interest in a franchise that had only recently received saturation coverage when it aired on TV? We overcame this by devising creative editorial angles and brand partnerships that evoked the spirit of the show.
FEATURES: Teaming with Mayfair-based male grooming emporium The Refinery, we transformed a host of journalists and DJs into dapper Don Drapers for makeover features.
An expert in vintage fashion helped score print and online coverage through interviews and 'get the look' features, plus creative video content, including retro hair and make-up tutorials for women's lifestyle sites.
We linked with the Advertising Archive to run galleries of classic ad campaigns from the 50s and 60s.
3rd PARTIES: New partnerships were established with specialist retailers to secure high-profile promotional spots in key target media. Prizes sourced included Savile Row tailored suits, Charles Eames lounge chairs and vintage office furniture.
TALENT: With very limited access to talent, we executed a creative campaign using syndicated interview material to secure large profile pieces in leading lifestyle magazines and national supplements material to secure large profile pieces in leading lifestyle magazines and national supplements.