Challenge: Come up with a social first, attention-grabbing idea that makes Telfar the most talked about brand at next year’s New York Fashion Week that embodies Telfar’s purpose, “not for you, for everyone.”
Insight: Most people who wear Telfar don’t have access to fashion week shows, limiting their core audience to experience the brand through shopping online.
Idea: NYC Runs on Telfar
Role: Creative/Copy
Fans participate by purchasing Telfar tickets at MTA kiosks for $2.90. Telfar will show fans how to get to the fashion week show with a quick social video.
Passengers will be able to strut their style on impromptu runways across NYC’s subway platforms. Each car of the train hosts a different element of the fashion experience, from makeup and wardrobe transformations to a party car with live DJs, ensuring that NYC runs on Telfar.