Vicky Beercock

I recommended a move in event and content agency to Broadwick Live which saw unprecedented results for the brand:

• Feedback: Partner Yohji Yamamoto stated it was the best show we have done in over a decade, media feedback was 100% positive sentiment including the most post show media samples requests on record, the most positive uptake with buyers in over a decade

• The move in agency also released €500k back to the brand to create more content and brand engagement activations

• Due to the change in content agency, Y-3 was a SHORTY AWARDS Finalist for our MULTI-CAM / SPLIT-SCREEN INSTAGRAM LIVE COVERAGE of the shows. Through Broadwick Live and PHIX, they created the first-ever multi-cam, Instagram live-stream that debuted the Y-3 Fall/Winter 2017-18 collection and runway show to the world in real-time. The split multi-cam coverage of the show reached 75,000 unique viewers on Instagram Live and garnered 2.5M views on Instagram Stories — a 275% increase in viewers from the F/W season. Instagram posts using content from the show received over 566,000 likes, bringing in over 49M total impressions.

CAMPAIGN OVERVIEW

For Autumn/Winter 2016, Y-3 embraced a minimalist yet rebellious aesthetic with an industrial edge, drawing from 1990s rave culture and minimalism to reinterpret sport-style. The collection marked a fresh start for the brand, exploring complexity through simplicity while emphasising movement, style, and functionality. The FW16 campaign, through a suspenseful film, delves into themes of escape and surveillance, reflecting on the intersection of privacy and technology. Set against a backdrop of driving music and dystopian visuals, the film underscores Yohji Yamamoto’s concept of "clothing as armor," suggesting that in an era of pervasive surveillance, clothing could become a crucial shield of privacy.

STRATEGY

1. Bring brand stories to life beyond just product placement

2. Ensure high impact media return on seasonal PR highlights

3. Identify and develop long term global strategy for tier one media and influencers

OBJECTIVES

PRIMARY

1. Deliver brand heat and awareness beyond fashion media consumer

2. Continue to elevate perception of the brand in fashion and style circles by targeting top-tier media and influencers

3. Land more meaningful coverage - key features with key messaging (coverage beyond photo galleries)

SECONDARY

1. Drive credibility in key media around show date whilst holding news for consumer RID launch

2. Engage media influencers on social media platforms and increase awarness and connection with the female influencer

3. Continue to position Y-3 as at the cutting edge of premium sportswear and style categories

4. Instil and understanding and appreciation for the season’s key themes and inspiration

KEY MESSAGING

Story 1- BRAND

adidas and Yohji Yamamoto invented the sport-fashion sector, and have decided it is time to reinvent it once again

Story 2- FASHION/ STYLE

AW16 represents a return to Y-3’s roots, with bold, emphatic silhouettes, and a dark, dusky colour palette. Powerful, progressive sportswear created with confidence by the brand at the forefront of future sport.

Story 3- DESIGN

Y-3’s AW16 collection breaks the boundaries of design and innovation presenting a collection of futuristic shapes with minimal construction imperfectly altered with cord, teeth and zip tapes. Highly engineered garments juxtaposed with naive twists and and the signatures three stripes reinvent tailored classics

Story 4- NEWS

Presented during Paris Fashion Week Men’s at the raw, intimate, underground space Entrepote Eiffel, the collection nods to two stylistic markers of the 1990s - rave culture and minimalism - to present a contemporary view on sport-syle.

RESULTS OVERVIEW

COVERAGE EXAMPLES

 PRESS SHOT EXAMPLES