Yves Saint Laurent – Manifesto

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Brief

Metro was chosen to help launch the Yves Saint Laurent Manifesto collection, (featuring Gisele Bünchen) based on its ability to target a specific demographic group.

Solution

A teaser campaign was conducted prior to the launch day which involved special chalked messages on pavements. These declared the launch date of Manifesto by YSL. On the day itself, Metro was tasked with distributing a specially produced newspaper containing a photo shoot of Gisele Bündchen in addition to a back page advertisement. To enhance the campaign, Metro employed female models, branded in YSL clothing who handed out the newspaper in targeted areas of Paris.

Results

This was a high-end collaboration that ensured YSL gained the desired exposure for the launch of its Manifesto campaign.