For the teaser campaign, we approached the existing Daisy collection color palette of blue, white, and yellow with a more sophisticated, tonal treatment – for a non-literal take on Daisy. We created a variety of stop-motion videos for the campaign using paper flowers for use across all digital campaign touch points.
An Experience for Daisy’s Fans
We brought the spirit of the Daisy brand to the Uber experience through gifts, music, and more. We filled cars with a prop basket containing daisy leis, whimsical daisy sunglasses, and more for prime photo opportunities. With the help of a vinyl placard we encouraged users and influencers to share their #MJDAISY experience across social media using the campaign hashtag.
The recap video
“Daisy Daze was Uber’s most successful brand partnership to date, with the highest total number of promo applies and overall campaign engagement.”
The final, most “evergreen” element of our campaign activation is the Daisy Daze digital destination, a responsive experience embedded in the marcjacobsfragrances.com web property. The microsite features a Daisy Daze video, the Spring Message application, and links to Daisy products.
We also extended the creative to produce a Mother's Day campaign video for the fragrance.
- Marc Jacobs
- Glossy Award for Best Campaign by a Beauty Brand
- Content Creation
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