Tuesday, May 8, 2007

Victoria's Secret Angels wireless launch


While working at Victoria's Secret I was able to re-invent the angel wings for a bra launch. Typically the supermodels wear the detailed feather wings. I suggested we try some illustrated wings for a fresh take on the angels sub-brand. First it was tested in January in several markets. Then it launched in May for the annual Mother's day campaign. They even incorporated the wings for a tv spot.







The illustrated wings also became Victoria's Secret's first lenticular giftcard.



For top tier stores, like NYC, Las Vegas and L.A. employees received specials shirts to wear during the bra launch so they could be "angels" as well. Don't worry we made a version for the male employees as well (yes they have guys that work in the NYC store. . . lucky guys, ehh?)




Oh and here is the really fun part. In the top three stores, we placed a free photobooth so that customers could snap photos in front of a "angels" background. They could become instant angels! The vendor of the photobooth informed us afterward that it was the highest volume per day ever on the photobooth machines.


And here is the background that was inside the booth.



I have to say that Miranda Kerr was a very nice supermodel. After we wrapped on the photoshoot we went shopping with her sweet dog, Frankie. She balked at the high prices in one department store and we ended up in the clearance room at the Rockefeller Anthropologie. The best part was watching people react to Miranda's stunning beauty.

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