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Dolce&Gabbana

Dolce&Gabbana

#DGFamily

CHALLENGE

Promote the presentation of the new line #DGFamily, a collection dedicated to the family –complete with visuals and patches characterized by a naïf look – using a new interpretation and a different, unconventional style.

IDEA

Develop a disruptive and out-of-the-box campaign in some of the most important cities in the world using 500 GreenGraffiti and reverse graffiti depicting the silhouettes of the members of the D&G family and reflecting the style of the collection. London, Paris, Milan, New York: the DGFamily brand covered the Navigli, the heart of Williamsburg, Covent Garden and the main stations of the Paris metro. The campaign was a massive worldwide success, online and offline, and generated incredible media buzz.

KPI

4 Cities
500 GreenGraffiti
+50 Press mentions
+2.5MLN Onfield impressions
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