Helping Tommy Hilfiger get back to their roots
Tommy Jeans ADE
CHALLENGE
From Snoop Dogg to Aaliyah, the biggest r&b and hip-hop names of the 90s wore Tommy Hilfiger. But since then, the brand had drifted away from its roots. But when the brief to promote their upcoming Fall collection arrived, I was able to use my nerd-level love of hip-hop culture to spot the opportunity…
Heroes creating heroes
To re-establish the link between brand and music, we connected with the artists that are inspiring a whole new generation. It was an opportunity to find out what has influenced their own journeys, and a chance to pay homage to the 90s icons (and clothing) that paved the way.
Activity
For maximum exposure – and to make our return to music absolutely unmissable – we timed our campaign to hit the Amsterdam Dance Event, the world’s leading dance music festival.
For the launch we connected with Patta and Appelsap to put on a sold-out party at Bitterzoet. Featuring Mike Skinner, Adje, Black Manba and more, we brought this idea to life for Amsterdam’s hip-hop loving tastemakers.
During the entirety of the event, an exclusive pop-up store bobbed along Amsterdam’s iconic canal - with a soundtrack playing Rock the Boat, of course. During the week it hosted a series of events, including an exclusive capsule pop-up shop.
Influencers, hip-hop artists and Tommy Jeans ambassadors flocked to be part of it. Our retro fish-eye lens selfies gave a nod to classic Hype Williams music vids and helped us capture all the content for Tommy’s social and partner channels.
