Independent creative agency, Cult was involved in the creation of a digital exhibition campaign for ‘Legacy’, marking a collaboration between luxury retailer Tod’s and UK fashion institute, Central Saint Martins.
Tod’s Legacy is an initiative which launched earlier in the year on 19 February, during the opening of London Fashion Week.
Cult was tasked with amplifying the exhibition globally, targeting an audience of young, fashion-conscious luxury consumers, driving traffic to the online exhibit and making it a talked-about cultural movement during Fashion Week.
Delivering a phase-by-phase communications strategy, and creative concept and content package that increases visibility and excitement to the exhibition for the target audience; the agency was asked to deliver the campaign output which included individual short films for all of the students’ work, social assets and a microsite that could house the digital exhibition, showcasing the work, alongside the stories behind it; all to go live and evolving during London fashion Week.
Cat Turner, co-founder and CCO at Cult said: “No brand would be where it is without its heritage; it is this iconic nature that helps it to forge its own future. When you look at Tod’s, you can truly see how its history inspires what’s to come, as such, we decided to draw on this as the inspiration for the project; creating one’s ‘legacy’.
“Our team have crafted individual stories for each of the 35 students and their mentors, whilst also providing the aesthetic digital environment for this work to live and breathe. We’ve worked very closely with Della Valle and his team to marry their brand vision with the storytelling and cultural relevance of our target audience. and are delighted to see this go live during London Fashion Week.”
Diego Della Valle, chairman at Tod’s Group, added: “This is a beautiful project that supports the students and at the same time brings forth Tod’s unique and innovative point of view. Thanks to all the mentors that have helped us and thanks to Central Saint Martins and to Fabio Piras for their precious contribution.”
The campaign personally interprets the idea of legacy, meant as cultural and creative baggage. Starting from Tod’s own heritage to interpret the word in innovative and spontaneous ways, this generation of creatives will also blend and incorporate their own personal legacy – one of culture, studies and family – with the brand. And some of those featured will have the opportunity to further enrich their knowledge through an internship at the Tod’s Academy.