2017 Winners & Shortlists

The Campaign

Max, a fashion brand for real people, stepped in to help change fashion from something they fight over, into something they bond over. We got them to start #FashionBonding

Creative Execution

Our social experiment that went viral let a real mother and daughter dress each other for a few days. It helped the mum realize she should accept her daughter’s style. The film started a conversation about the influence mothers have over their daughters. It inspired one influencer to question the mini-me trend on social media, where mothers dress daughters to match their outfit. The fashion community picked up the conversation and it was becoming obvious daughters needed more freedom. We saw an opportunity. We auditioned mothers and daughters to take part in our fashion show for real people. Hundreds auditioned for the first fashion show to use real mothers and daughters on a catwalk. They all agreed to give daughters the freedom to choose their own outfits from our collection. It was the perfect stage for mums to let their little princesses grow up into their own fashion queens.

Results

24.9 million social media impressions 6.5 million views 30% engagement rate $1 million worth of free coverage

The campaign engaged people through a social issue. It got them directly involved in an event that let them experience the campaign message and resolve the social issue.

Mums love dressing up their daughters like princesses. But the fairytale always comes to an end when daughters grow up and develop their own styles. It’s not a smooth transition of power. If we wanted to get daughters to continue shopping with their mothers at Max, we had to do something.