Awarded

NY Festivals 2014
Third Prize Award - Design & Craft
Third Prize Award - Direct
Third Prize Award - Collateral

ONE Show 2014
Merit - Design

CHALLENGE
Give our loyal customers an exclusive opportunity to meet legendary shoe designer Gianvito Rossi in person and be one of the few to witness the launch of his new collection.

SOLUTION
Rossi is one of the few shoe artisans to still handcraft his heels. He utilises minimal machinery. So we decided to transform this insight into a highly memorable piece of communication. Miniature Rossi shoeboxes were sent out to 100 VIP customers to invite them to the exclusive launch event of Gianvito Rossi's latest collection. Inside each box, recipients were encouraged to catch a sneak peek of Rossi's new collection when they transformed our traditional invites into origami heels.

RESULTS
The response rate was phenomenal with 100% of our recipients RSVP-ing to the event. On the day of the event, shoe fans purchased the latest heels days before they hit the shop floor. Some guests even brought their origami invites with them, so that they could have them autographed by Rossi himself.

This idea has won 3 Bronze trophies at New York Festival and a Merit from One Show 2014.