05.30.09 | 12:30 am
Sub Rosa was engaged by L’Oréal to launch Diesel’s newest fragrance, Only The Brave. It was the opportunity for the brand to engage with creative consumers to elicit intrigue and participate in an authentic way with influential consumers. Targeting artists in key communities to create original artwork under the theme of bravery became the launching point for what grew into a highly successful campaign. Through a collaboration with our friends at the Keystone Design Union we were able to create over 75 original pieces of art from 30 artists in over 20 countries (including a massive typographic sculpture of the word “brave” by artist Bob Partington). The pieces were unveiled in a gallery show here in NY during April and then traveled to Miami for another showing at the famed Moore Building in the design district.
The digital aspect of this campaign was as exciting as the gallery work. The site housed campaign content, including a triptych video produced in tandem with LEGS (of Pete the Meat Puppet fame) to look at the aspects of Bravery through the lenses of Heart, Mind and Nerve (the attributes that can comprise bravery). The fragrance received visibility and awareness through events and media in [,,,,,,]
05.28.09 | 2:05 pm
As a host at the 99% Conference, Sub Rosa orchestrated a Lower East Side Scavenger Hunt asking participants to find inspiration by the art, culture and design of the neighborhood. Participants were teamed up in pairs, equipped with mobile phones, a digital camera and a list of 99 items to find in 1.5 hours. The team with the highest number of collected items at the end of the hunt won. Check out the Flickr feed of the shots from around the neighborhood.
05.22.09 | 3:40 pm
Born out of the success of Mountain Dew’s first Green Label program, Green Label Sound was launched to reach the emerging and independent music market with an authentic and meaningful campaign. Partnerships with fresh, new talent, a comprehensive digital program including awareness and a campaign site, outdoor media, and events in several markets have all come together to make Green Label Sound a successful program in the growth of the Mountain Dew brand.
05.21.09 | 1:14 am
Green Label Art is a limited-edition artist series presented by Mountain Dew. We were approached by Mountain Dew in 2008 to help the brand make a transition to a new consumer group outside of the extreme sports world. Our recommendation was to develop a program that would engage the underground art community through a variety of tactical and creative executions.
The program has been built by Sub Rosa to include the creation of custom-designed bottles by some of the country’s preeminent artists. Additionally, a digital strategy including a campaign site with artist videos, a design your own bottle contest, and an art and culture blog have helped bolster the campaign’s reach. Coupled with a sound online PR program that garnered significant news and blog coverage, events in over 12 markets, and a series of point-of-sale, outdoor, and TV advertising, the Green Label Art program has proven to be an authentic and powerful initiative aimed at reaching influential consumers and positioning the brand in an entirely new light.
The campaign was touted as the “most successful campaign in the brand’s history” and helped to put the Mountain Dew brand in a new segment of consumer culture.
Teaser
Part of the Green Label Art program for [,,,,,,]