In order to promote the Missoni x Target collaboration, the team hired Mother New York to make a splash during New York Fashion Week.
Not to be ignored, the group created a backstory to a giant puppet who would steal the show at many high-fashion gatherings. They named her 'Little Marina' and placed her all around town, decked out in Missoni. Despite her enormous size, Little Marina was extremely interactive with those around her. With iPhone in hand, she tweeted, responded to texts and even acted as a Wi-Fi hotspot for those in the area. Offering both a service and an attraction to those around her, she was a well-received lady.
Mixing high-tech with chic, this is an absolutely brilliant campaign fit for an epic collaboration.
Stats for Oversized Fashionista Campaigns
Trending: Older & Warm
Research: 4,215 clicks in 203 w
Interest: > 3 minutes
Concept: Little Marina Stunt
Related: 79 examples / 61 photos
Segment: Females, 18-55
Comparison Set: 29 similar articles, including: poolside purse ads, mentor-inspired fashion ads, and exotic futuristic fashion ads.
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