Marc Jacobs Daisy Campaign
2017 Clio Shortlist for Fashion and Beauty
Our goal was to create a social worthy campaign that drove to retail locations, and hacked social media without an expensive social partnership.
The solution was a custom phone camera lens, inspired by the daisy bottle, and available exlcusively at beauty counters. When used, the lens created a distortion effect, supporting the key creative theme throughout the campaign.
Create a socially driven campaign in order to drive foot traffic to beauty counters and fragrance sampling.
We wanted to create something memorable for mobile devices. With a lean bugdet, we could not
create an A/R filter.
Instead we developed a physical mobile phone camera lens. The accessory was obtained at beauty counters and gifted with purchase.
50k lenses distributed
$.30 unit lens cost
Clio Shortlist 2017
User Generated photo examples taken with the Daisy lens display the results of the distinct prism distortion effect
PROTOTYPE & DEVELOPMENT
My team and I tested and 3D printed rapid prototypes to perfect the design of the Daisy lens
I led the creation and concepts for distinct social brand assets to promote the campaign on Instagram
Creative Team: Yan Sze Li, Jess Zhang, Oleg Pashkovsky