SCHICK QUATTRO FOR WOMEN | KATY PERRY
::: CREATIVE DIRECTOR ::: DESIGNER :::
What started as a two-week Valentine’s Day program became an 11-month content-generating turbine. With every chart-topping single release, the team shifted on a dime to develop creative that represented both the band and the brand. Ultimately, we won a creative shootout, an EM award, and a project the team was proud of. By leveraging Fan Fly-Aways, Digital programming, Social content, and print, we developed exclusive retailer programs to achieve and surpass the brand’s objectives.
Schick QFW | Katy Perry Sizzle
Social Integration
To support each new single release from a sky-rocketing album, the team leaped into action to refresh the key visual. Each key visual was customized to be unique to each marketing channel.
“This has brought the brand to all-new levels. The team adapted to every shift in the schedule and did not disappoint.”
EXPERIENTIAL
The Details
To showcase the RTBs of the brand in an irreverent way, we took the original concept art. We made it real by enlisting Katy’s dressmaker, Abigail Graydonus, to create a one-of-a-kind brand ambassador uniform that owned the stadium concourse at every activation.
The Activation
To tie into our Dare to Be Spontaneous campaign, the team developed a consumer photo engagement for fans to spin our Dare wheel – which would randomly select a surprise backdrop inspired by the top singles from the artist. The randomization of the mechanic encouraged consumers to get back in line to try their chances at different backgrounds. The team also created custom autograph books, including incentives to drive fans back to retail for purchase.
