As the lead creative agency for Victorinox, our brief is to constantly look for strategic ways to keep the brand relevant and at the forefront of its game.
#TheMakers is a strategic global comms platform, positioning Victorinox as a brand for a design-conscious global audience. Using culturally-led partnerships at the heart of the platform, allowed us to target a global creative workforce and became a two-way conversation with modern craftspeople about materials and processes, aligning their values to those of Victorinox.
One of the key objectives for AW16 - to present the brand to a younger, design-savvy audience and showcase their full range of products beyond the classic Swiss Army Knife.
Global ‘Maker’ talents generated stories and assets that could run as part of a 360 campaign across 10 markets. Furniture maker Stephen Kenn was commissioned to make a multifunctional piece of furniture, paper artist Kyle Bean created a paper diorama that was used as a key graphic in social and PR channels throughout the campaign.
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. The campaign also lent itself to consumer events such as Wilderness Festival where #TheMakers shared their skills with festival goers, giving them a tangible way to interact with the brand.
#TheMakers has seen a PR reach of 16.5 million alongside a social influencer reach of over 1.3 million to date. Social influencer content generated over 73,000 likes thanks to 10 key markets rolling out the campaign consistently and cohesively.
We have continued #TheMakers platform into SS17, more on that to come soon.