Posted: Jun 16, 2011
New Era launches global marketing with The Tailor of Shoreditch
New Era, the authentic global lifestyle brand (known for its baseball caps and clothing), has appointed The Tailor of Shoreditch as its global lead creative agency for the launch of the lifestyle campaign.
The Tailor of Shoreditch, established on the 7th April 2011, won the account after a 4 way pitch and is charged with the launch of New Era’s new lifestyle campaign - a consumer led global integrated campaign that will encompass digital, user generated content, social media and consumer curated events as well as retail experiences and content.
Astri Thomas Saunders, creative director, New Era said: “We appointed The Tailor of Shoreditch because they demonstrated a real understanding of our brand and what we wanted to achieve over the next three years. They created a campaign that resonates, creates a buzz and fully supports New Era’s brand messages. It was originally an EMEA focused campaign but The Tailor’s solution worked so well we decided to take it global. The campaign has been created to further establish the diversity of the New Era brand to our core consumers and to target tastemakers & key influencers.”
Ian Irving, founder, The Tailor of Shoreditch said: “I am incredibly proud of our team and the exceptionally high standard of creative output produced. This win, coupled with another client discussion is going to enable The Tailor of Shoreditch to establish a permanent New York offering in the very near future.”
The New Era campaign has elements taking place in locations worldwide - including London, Berlin, Madrid, Dubai, South Africa, Paris, Stockholm, Milan, New York, LA, Rio, Toronto, Montreal, Mexico City, China, Hong Kong and Tokyo.
The new campaign is based around a creative competition that can be entered via the New Era website (www.neweracap.co.uk) with digital, viral, guerrilla and social media used to amplify and promote the competition. The entrants will be judged by a panel of influencers/curators from the worlds of art, music, sport and fashion from eight international cities. The subsequent 80 winners will then have two weeks to customise a New Era cap and document the process, their influences and inspiration.
A touring gallery show will feature in each country, showcasing the 80 winning caps from all regions. This will be accompanied by a bespoke installation featuring interactive screens with New Era and consumer generated film content and New Era products. Entertainment will include DJs and bespoke films created by the Tailor of Shoreditch. This tour will also be supported digitally by viral films and experiential guerrilla activity which will take place in all of the territories.
The campaign will be launched in quarter four of 2011.