MADE TALL - Fashion’s first 3D printed mannequin based on real customer body shape.

My Role: Ideation + Creative Strategy + Production

Brief: Boost new customer acquisition whilst promoting positive body image for tall women.

Insight: Fashion mannequins do not represent the typical body shapes of real women. When tall women shop online, they don’t identify themselves as “tall” when they search for clothes.

Idea: Off the back of a social campaign to recruit and reward a Long Tall Sally customer, we created an identical mannequin, film and supporting content assets that were used for an International PR campaign culminating in the creative appearing in NYC’s Times Square.

Impact:

• 7:1 ROI

• 200 pieces of editorial coverage

• PR Moment Awards - Winner

• PRCA Dare Awards - Winner

• Drum Search Awards - Grand Prix Winner

• European Search Awards - Winner

• SABRE Awards - Finalist