Creating a Brand and an International Fashion Icon.
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Background:
Kenneth Cole (the guy) despised ad agencies. To him they were overpaid and "undertalented". Yet he realized the need for marketing and innovative thinking. Challenge: Create a low-cost, high-impact campaign that would create a buzz while giving the brand a distinct, memorable, positive, fashion forward personality. Solution: A playful campaign of Cole one-liners creatively linking his footwear with the current event of the day. This award-winning ad was one the most famous in the campaign's 25-year history. Result: An entertaining, press worthy, award-winning campaign that helped propel Cole from 3 stores to 103 stores and become major brand. |
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