We were asked by C.P. Company to launch the AW20 Metropolis Dyneema jacket which fed into the overarching concept of NEXT LANDSCAPE and through the lens of a visionary who would drive the concept across the C.P. Company website and social channels in the UK.
Our approach to the NEXT LANDSCAPE campaign explored a deeper relationship with London poet and musician James Massiah, who connected with the brand and the concept. James would realise the vision of NEXT LANDSCAPE through striking photography and video content as James confronted the inherent tension of his city as he strived for hope.
The campaign developed beyond its original brief and became an integrated marketing campaign, which was rolled out globally across C.P. Company flagship stores, retail marketing with key accounts, out of home advertising including fly posting and video projections, digital media partnerships, print advertising and social.
The campaign received a positive response and created opportunities for further story-telling across the season, reinforcing the brand’s heritage and innovation embodied by the Metropolis Dyneema jacket.