Cannes Lions

Bo Gilbert The 100 Year Old Model

ADAM&EVEDDB, London / HARVEY NICHOLS / 2017

Awards:

1 Silver Cannes Lions
Case Film
Case Film
Presentation Image
Demo Film
Digital Proof JPG
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Overview

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Credits

OVERVIEW

Description

Harvey Nichols decided to break the conventions of the youth-obsessed fashion industry and prove that the older generation could be fearlessly stylish. So we featured Bo Gilbert, the first 100 year-old model in Vogue’s 100th birthday issue.

Execution

On the 29th April 2016 we launched a film telling Bo’s story. To generate conversation and social buzz the film pushed out via Vogue editorial and online, 6 days before the centenary issue of Vogue hit the newsstands. Our one page press ad featured inside on 5th May 2016.

The total media spend for the campaign was just £18k. £13 of which was for the press and just £5k was spent on social media.

Outcome

Since the campaign launched, with only £18k media spend, it has surpassed all objectives and was one of the stories that dominated Vogue’s centenary issue.

- Reached over 57.4m people globally in the first week alone

- Talked about in over 77 countries (from Nigeria, Yemen and Malaysia to Uruguay, Finland and Saudi Arabia)

- Online brand mentions increased by 775% in the first week of the campaign alone (compared with previous 12 month average)

- Over 1.6m total video views in the first week alone, without any paid media support

- The campaign sparked discussion amongst an older social media audience, with 79% of campaign mentions coming from people aged 35+

Spontaneously tweeted by Reese Witherspoon and on celebrity stylist Rachel Zoe’s website, The Zoe Report

Featured on all major national news outlets including BBC News, Sky News, ITV’s This Morning, The Guardian, Mail Online, The Times, The Sun.

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