China’s largest shopping online platform Taobao, hosts twice yearly their independent fashion designer week called “The New Wave Force”. It’s the largest platform in China for indie labels looking to make their mark. BBH took the lead for branding and launching the digital and activation campaign for 2015 Autumn Winter season.
Targeting the millennial, the campaign aims to create awareness for these indie designers as well as drive more consumers to explore these brands.
We also developed a collaboration between Taobao, Uber and our fashion KOLS like Molly and GogoBoi to surprise our audiences with a makeover by our KOLS when they hail an Uber. We kitted out a few Uber vans and turned them into travelling closets. The vans are filled with indie clothing that you can try on and led by a KOL. Uber users can get to their destination whilst getting a free fashion consultation as well as free clothes if they’re lucky.