Tommy Hilfiger
Turning a product launch into a city-scale moment.
A Burj Khalifa takeover that transformed the TH Monogram launch into an unmissable cultural and commercial moment for the Middle East.
Watch the work
Original campaign films and experience footage.
The challenge
The new TH Monogram, designed by Fergus Purcell and launched at New York Fashion Week, needed a regional expression with enough stature to elevate the brand and enough energy to travel through press, influence, retail and social.
The approach
We made the world’s tallest building the campaign canvas. The Burj Khalifa takeover became the opening act for a carefully sequenced 360-degree campaign, creating one iconic image, then converting its attention through KOLs, media, OOH, paid social, e-commerce and the store network.
The work
- 01
TH Monogram projection across the Burj Khalifa
- 02
Exclusive Address Hotel event for 100 VIPs and KOLs
- 03
Phased press storytelling and influencer amplification
- 04
Paid social, mall OOH and omnichannel retail rollout
- 05
Connected customer journey from spectacle to purchase
The impact
“The spectacle earned attention. The connected ecosystem turned attention into action.”