Girls by girls: Rag & Bone guerilla campaign
February 1, 2011 § Leave a comment
The spring 2011 Rag & Bone marketing campaign. You say ‘what?’, I say ‘so über cool’. The ads consist of photographs of models in Rag & Bone clothing taken by themselves, not professional photographers. Hence, girls by girls (though when you think of it.. not just ANY girls but Abbey Lee Kershaw, Edita Vilkeviciute, Sasha Pivovarova, and Lily Aldridge).
“Rather than do what every other brand does and have a high-end photographer take very polished shots, we thought, ‘Let’s flip it on its head to get the girls to take over.’ We wanted it to be very real,” said Marcus Wainwright, the co-founder of Rag & Bone.
The idea behind this guerilla campaign is plastering thousands of girls by girls photos/posters on walls and against deli boards all over lower Manhattan in “Peter Johnson gives piano lessons” fashion. The created buzz supposes to encourage women to submit images of themselves in their best Rag & Bone look to win gift certificates. I’m digging the idea.