Cannes Lions

FASHION DEPARTMENT

PAGÉS BBDO, Santo Domingo / LA SIRENA / 2014

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

Our idea was to use the live feed from the Red Carpet to take advantage of the 30 most popular celebrities on the show without having to sponsor them. Weeks prior to the event, we decided to imitate their looks. We hired look alike models and dressed them to represent each celebrity. The models imitated the artist’s signature moves and gestures. We filmed them and created dynamic overlays. A unique negotiation with the TV director running the red carpet show, allowed us to sync and manually activate the overlays in real time depending on the celebrity on screen. Each overlay was personalized to imitate their look with the price of the clothing shown in the combination.

Outcome

The Red Carpet Show reached 19.5 rating points.

This and other actions, help the store become became trending topic of the night over any other fashion brand, leading 70% of the event conversations in the social networks.

In 2013, this and other actions increased 51% on buying preference for La Sirena’s Fashion Department.

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