VICTORIA'S SECRET
ESCAPE WITH VS
THE MOMENT
When Victoria's Secret's global team asked us to explore how we could help them launch their Summer range, we couldn't wait to get started! They were looking for support in creating a campaign with a series of clear, consistent moments across the world, where the creative could be localised but still felt in keeping with the wider roll out. Just as importantly they wanted a campaign that would help them speak to their customers, and allow them to (even if for a moment) escape the mundane.
THE APPROACH
Escape with VS was dreamt up as a multi-layer campaign. We understood different markets and franchises would have varying budgets and desires to activate, so our role was to create a campaign that was easily accessible for all requirements, whilst maintaining a global narrative. To achieve this we created a range of physical activation options, from simple collateral and instore displays, through to full takeover experiences. These were paired with digital content for social media channels, including imagery, animated videos and filters that allowed markets to build up the hype before and during activation.
In addition to this approach we scoped the best locations that would match the ambitions of the campaign.
MAKING IT MATTER
The campaign was a huge success. The team were delighted with the ease and consistency of delivery worldwide, while social channels saw a clear spike in engagement with the brand.
With takeovers in various markets, the different location personalities were able to be celebrated while always giving the ability for the VS audience to escape the norm.
