The latest Marc Jacobs Advertising Campaign incentivised graffiti. Marc Jacobs fans were given the chance to decorate and deface campaign posters throughout selected US cities, with an invitation to the iconic designer’s New York Fashion Week show the tantalising prize for the winning artist.
The campaign posters were pasted up throughout New York, L.A., San Francisco, Chicago, and Miami, and the competition has been wholly embraced by fans in each city. Collated on Instagram under the hashtag #StreetMarc, the resulting entries were bright, creative and diverse in their artistic expression. The competition was so well-received that the brand has chosen to extend the competition and announce further prizes post exhibition close.
The US-based brand announced their competition on the 12th of February through Instagram, with a post featuring Milk – a drag queen and performer featured in the Spring/Summer 2016 campaign – signing and tagging the poster in bright pink spray paint. In the five days that followed the announcement, #StreetMarc showcased the fierce competition, with over 650 posts published under the tag since the competition opened.
Over the duration of the competition, Instagram was used as a tool for the brand to connect to their audience. A few stellar entries were picked out of the large number of entries to be featured as favourites.
The winner of two tickets to the AW16 NYFW show was announced on February 17th!
This campaign is possibly a marker of a fresh brand thesis. The Marc Jacobs brand has lately been marketed as increasingly accessible to a wider range of people. This season’s Marc Jacobs bags have been priced in categories both alongside pricing models of most other high-level designer brands, but also within a more affordable price range. It was announced earlier this month that an estimate of 70% of Marc Jacobs bags would retail under $500, a price more available to a much wider public than most designer brands.
This interactive and expressive campaign is likewise marketed to a wider and unrestricted audience, showing the brands willingness to be seen as available. “It’s a designer brand,” CEO of Marc Jacobs, Sebastian Suhl told WWD.
“It’s one that, again, is the only designer brand able to market most of its product at a democratic price point.”