An evolution of the AW16 ‘The Makers’ campaign, the Digital Artisans sees the focus shift from the workshops of traditional craftsmen to the studios of digital creatives who fuse heritage techniques with modern approaches – mirroring the brands commitment to both craft and cutting edge technology.
Digital Artisans and #TheMakers is a strategic global comms platform, positioning Victorinox as a brand for a design-conscious and tech savvy global audience. Using culturally-led partnerships, we increased relevancy with a younger, creative and tech focused audience.
Working with photographer and director Todd Selby, we offered our audience an immersive look into the world of the Digital Artisan, going behind the scenes with leading talent and shedding light on their creative processes and environments.
We partnered the brand with innovative film making duo Builder’s Club to create content that brought key SS17 products to life in a uniquely characterful and digital way.
Our Global toolkit offered guidance and advice on implementation for local markets and included generated imagery themed to appeal to different archetypes within the target audience.