© 2022-2025
Italy,
(UTC)
Margherita Cucchi
Digital Product Designer
ASK
The brand set out to elevate the narrative around its iconic line of five trench coats for the Spring/Summer 2024 collection, aiming to connect with the Weekenders audience. The objective was to communicate the coats’ versatility, their ability to reflect the many sides of modern women through a campaign that would blend storytelling, interaction, and reward across both digital and physical channels.
SOLUTION
The campaign centered on a dedicated landing page and a set of tailored communication assets. The page featured six sections: five showcasing the identity of each trench coat, and a hidden sixth unlocked by discovering a secret word. This final chapter offered exclusive digital rewards: a web filter for in-store visitors and a downloadable poster for online users tying interaction to personalization and discovery.
FIVE COATS,
FIVE PERSONAS
Versatility was brought to life through five distinct personas: The Leader, The Dreamer, The Artist, The Lover, and The Trendsetter. Each represented a unique attitude and lifestyle, reflecting the collection’s theme of multiplicity. Users could explore the trench coats through these identities, engaging with the stories behind each piece and unlocking rewards that deepened the experience.
The campaign launched across multiple channels, driven by a central message that echoed throughout: “Multiple souls inhabit every woman. Who are you today?” a question that inspired exploration and connection.