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Victoria Beckham Eyewear Launch

Advertising, Art Direction, Digital, Print, Strategy

We were tasked with developing brand’s first-ever integrated launch campaign of the new Eyewear category for Victoria Beckham. The objective was for the new categoryto achieve the same success at launch, as the existing categories - driving awareness of the brands target audience of 18-35 year-old women and growing the broader product portfolio.

The Challenge

The Challenge

We were tasked with developing brand’s first-ever integrated launch campaign of the new Eyewear category for Victoria Beckham. The objective was for the new categoryto achieve the same success at launch, as the existing categories - driving awareness of the brands target audience of 18-35 year-old women and growing the broader product portfolio.

 

 

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Our Solution

Our Solution

SUM helped bring the new brand category to life with iconic imagery and film. Victoria’s Eyewear was expertly handcrafted in conjunction with Cutler & Gross. The launch campaign showcased the finest craftsmanship, fabrication and materials and was shot on location in London, by Jem Mitchel. 

 

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The Outcome

The Outcome

These assets are used to enrich the shopping experience both in-store and via the e-commerce site, and raise awareness of the new brand via social channels, advertising, digital marketing and as printed collateral.

Strategy · Art Direction · Print · Digital