2018 Best Events No 4: Tommy x Lewis Brand Activation
Tommy Hilfiger’s collaborated with brand ambassador Lewis Hamilton for the launch of the Tommy x Lewis collection in their flagship Regents Street Store in July. To celebrate the launch of the Tommy x Lewis collection the Powerful Beyond Measure in-store event included a video booth for fans to leave a message for the F1 driver and a custom Bullet Time experience. The main event saw Hamilton take part in a panel hosted by Nick Grimshaw. It also featured ballet dancer Eric Underwood and singer IAMDDB. The conversation looked at Hamilton’s career, his drive, his championing of diversity and, ultimately, how he has managed to achieve such extraordinary success in such a short space of time.
“Collaborating with pop culture and sports icons has always been part of our heritage. Lewis has a relentless drive to grow and succeed in all aspects of life, which inspires the younger generation. We have built our careers through hard work and with passion.” Tommy told GQ magazine before the Powerful Beyond Measure event. Tommy went on to say, “These shared values and qualities inspired me to partner with him on this collection. Lewis’ style is cool and sophisticated with an eclectic twist that reflects our brand spirit. We’re very excited to present the Tommy X Lewis collection to fans globally this Fall.”
#WhatsYourDrive
The photo experiences engaged with their audience online through their campaign hashtag #whatsyourdrive. An effective digital medium to interact with fans of Lewis and the brand. Tommy curated both activations and used our expertise to create compelling visual content. The Bullet Time photo experience featured a custom set with a genuine Mercedes convertible installed in the centre of the photo opportunity. Decorated in Tommy’s trademark denim, surrounded by brand colour tyres with the iconic flag in the background. Lewis Hamilton didn’t disappoint either, wearing a series of Tommy Hilfiger pieces from his collaborative collection. We custom built the Bullet Time camera array by elevating the height to ensure we captured the entire Tommy set.
Tommy Hilfiger invested heavily in their marketing in 2018. They used innovative ways to engage with their audience through a series of visual and social media-driven events. The Powerful Beyond Measure event followed a month-long activation with a branded GIF Booth and custom booth for their collection launch with GIGI Hadid – TommyxGIGI.
