Urban Catwalk

Unveiling Sainsbury's Summer TU collection

Brief

In June 2011 Taylor Herring were briefed to unveil Sainsbury’s new TU swimwear collection ahead of a major TV advertising launch.

As part of the supermarket’s expansion of its clothing offer, the multi-million pound womenswear campaign, featuring beachwear and dresses, would be the biggest ever for TU and supported by print and online advertising.

Execution

We decided to take the collection onto the streets -  turning locations such as London’s iconic Westminster Bridge into a catwalk during rush hour.

A group of stunning models paraded the product, turning commuters’ heads as they braved the fresh morning air.

Alongside, the catwalk stunt we made a short video, which was subsequently edited and clips placed with key fashion /blogging sites.

The event culminated in delivering the models to Sainsbury’s HQ to perform a takeover during an operational board meeting.

Outcome


PR coverage include Daily Mail, Daily Mirror, Metro, Evening Standard and Daily Record and numerous online outlets.