SABA needed to way to generate press for its new denim line.
The then newly famed street-style photographer, Scott Schuman, creator of www.thesartorialist.com was engaged to photograph 10 real people on the streets of Melbourne in keeping with his street portraiture style. Consumer and media interest in Schuman was high; the timing was pitch perfect.
The images ran as a digital campaign, point of sale, EDM, in publicity and as a street gallery in a Melbourne laneway.
Instant talk-ability for SABA, as well as coverage across magazines, newspapers and on-line. The partnership featured in a BBC documentary on fashion bloggers as a pioneering campaign in blogger brand advocacy. Scott Schuman went on to adapt the concept for Burberry’s Art of the Trench campaign.
“The brand advocacy with Scott Schuman was a unique way for us to tell the story of the SABA brand and to gain awareness amongst a younger digitally connected audience. We were very happy with all the creative elements as well as the amount and quality of publicity generated. Above all, the campaign combined both creative and commercial elements which is essential for our business”. Andrew Michael - CEO Apparel Group