THE BRIEF
Following the pandemic and major cultural, societal, and behavioural shifts, we partnered with The British Fashion Council to reimagine The Fashion Awards 2021.
THE SOLUTION
Our strategy was to position The Fashion Awards as a global entertainment platform and celebration of fashion at the intersection of culture. We set out to maximise on the major opportunity that exists for fashion in entertainment and partner with both major global talents and brands to drive this. We engaged a new creative team to deliver this vision - delivering a record-breaking year both commercially and creatively. Working with partners including Gold Dust, INCA, Purple PR and the in-house teams at The British Fashion Council. Our work delivered major partnerships with TikTok - to stream the red carpet LIVE across the US, UK and Europe, alongside a world-first Metaverse awards experience on Roblox, undertaken in conjunction with Gucci.
THE RESULT
Talent Partnerships with Billy Porter, Kylie Minogue, Griff and Dua Lipa
Partnerships with Roblox and TikTok - activating the awards in the metaverse and through LIVE
Over 12,000 articles in global media, delivering an AVE over £322m #FashionAwards on TikTok amassing over 143.3m views
2,000,000 users experiences via Roblox
130,000 unique viewers on TikTok LIVE
