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Patagonia Collection
Date
May 2023
Function
Coordination, strategy, planning, production leadership and content curation.
Project Type
Digital Marketing and Campaign.
Enterprise
Blue7 Digital Solutions
Customer
Kaza Style
Location
Sao Paulo (Store) and Bariloche (Rental)
OBJECTIVE:
To create a sensory and emotional campaign to launch the brand's winter collection, inspired by Patagonia. The idea was to translate, through content and ambiance, the aesthetic and emotional essence of the region, connecting the public with the brand across multiple channels.
STRATEGY:
- Development of a creative concept and central narrative for the campaign.
- Alignment between areas: branding, production, content and logistics.
- Sensory curation with elements brought from Patagonia (reeds, pine cones, chocolate and soundtrack).
- Online and offline activation: manifesto video, collection mood board, in-store ambiance with playlist, aromas and taste experiences.
RESULT:
- Store transformed into an immersive space with a strong emotional connection with customers, being an extension of the online experience.
- Internal and customer recognition as one of the most sensitive and creative campaigns in the brand's history.
- The store became a reference for others in the industry, generating visits from competitors to live and understand the experience. Becoming a success story.
