The Fashion Fund follows 10 hot designers as they compete for the most coveted prize in American fashion: The CFDA/Vogue Fashion Fund, judged by Anna Wintour and other industry icons.
Our challenge was to differentiate The Fashion Fund from other competition reality shows, while raising awareness of the Ovation network among consumers and the trade. We positioned the show and its marquee talent as the true tastemakers of the industry with the tagline, “The future of fashion is in their hands.” Additionally, we featured Anna Wintour, Jenna Lyons and Rag & Bone prominently throughout the campaign to speak to our fashion-loving target.
The cornerstone of the campaign was a spectacular video wall at the corner of 8th Avenue and 42nd Street in the heart of Times Square. Additionally, we created outdoor and taxi tops in New York and Los Angeles. The TV campaign revealed the inner workings of The Fashion Fund, including the mentor/mentee relationship between the judges and finalists. Last but not least, we harnessed the energy and excitement of fashion fans with branded Facebook and Twitter pages to drive engagement all season long.