06.08.09 | 2:34 pm
It’s always tough when a fantastic brand asks you to cast beautiful women to feature in videos. Armani approached Sub Rosa to help them develop a series of how-to videos that featured their celebrity face designer Tim Quinn. In addition to shooting and editing these videos, we developed the creative for the website that would integrate this content and help consumers understand the breadth of products and techniques used to attain that Giorgio Armani look. The videos have received strong traffic and ultimately aided the brand in showcasing the full product line to consumers. Can’t wait until we can do it again!
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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 [,,,,,,]
05.23.09 | 3:57 pm
Who wants to play H-O-R-S-E with LeBron? That was the question Cub Cadet asked Sub Rosa to help share with consumers. Applicants were encouraged to submit videos that showcased their best “trick shot” for a chance to play against LeBron. Sub Rosa shot a spot that would promote “LeBron’s Trick Shot Challenge” and built the digital experience that housed the campaign. The campaign and the spot received coverage on a variety of news and sports channels and was a great success for the brand in garnering awareness about their partnership with LeBron. The winner won $10,000 in Cub Cadet products and went out to the Venice Beach basketball courts (which you should remember from White Men Can’t Jump) to play against LeBron. Craziest part? The guy BEAT LEBRON two out of three times. While we’re happy for him, we still wish our behind the backboard jumper would’ve put us in the running. We practiced all week on that shot.
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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 [,,,,,,]