Celine

To maximize brand visibility during New York Fashion Week and unveil its new logo and Hedi Slimane's leadership, Celine, in collaboration with PJX, executed a comprehensive out-of-home (OOH) campaign, synchronized with a simultaneous social media rollout.

Dive into Celine NYFW OOH campaign, with mobile billboards, storefronts, bus shelters, and wildpostings, creating buzz and engagement.

Objective:

In order to increase brand awareness at New York Fashion Week, and announce their new logo and leadership of Hedi Slimane, Celine in partnership with PJX Media launched an OOH campaign for the entire rebrand, with social media posts set to go live, along side the out-of-home activation.

Activation:

Utilizing (6) fully wrapped mobile billboards, Celine strategically positioned them as a caravan fleet for the first (2) days of the campaign dominating the streets wherever they were present. In addition to the fleet of mobile billboards, we ran (2) static wrapped storefronts on the streets of Soho, digital & static bus shelters targeting the Armory & 5th Avenue, fashion targeted digital newsstands, guerrilla wildpostings targeting New York Fashion Week attendees and (1) Soho Spectacular to truly create impact.

Results:

The Mobile Billboard caravan was included on Celine's social media, receiving thousands of views, likes and positive comments, with nothing but positive feedback from the clients on the amount of attention the campaigns received and buzz it created.