Kevlar Couture. A range of high fashion designed exclusively for the Real Housewives with one unique feature - they were made from military-grade, backstab-proof Kevlar.

To earn a place in the conversation, and make sure the dresses could go straight from the catwalk to the Housewives' next catfight, we worked with celebrity designer Alex Perry and luxury womenswear designer, Dan Jones to create the collection.

The collection was the perfect attire to go from boardroom to bitchslap, and included the Galvanised Gown, the Fortdress, and the Combat Cape. These gowns took the Housewives from charity gala balls to high society brawls across an integrated social campaign of films, posts, and influencer articles.

A series of social films tested the durability of the gowns against high society weapons - Samurai Silverware, Semi Automatic Stiletto, and High Calibre Champagne Cork. The social campaign was supported by high fashion OOH and episode integration.

A campaign funny, tongue in cheek takes on fashion, and the Housewives was rolled out on Facebook, Instagram and Twitter. Each piece was crafted to channel: length, format (16:9, vertical and square), subtitling, sound prompts, and edit style. We rolled out an influencer strategy that employed the reach and genuine personality of the Real Housewives, and media influencers with fashion followings. This included both posts, tagging and a comment strategy.

The campaign was amplified by a host of snack-able GIFs, Boomerangs and memes, that repackaged the content both for purpose and audience and reacted to what fans were picking up on. This layer also helped with frequency, without wearing out the more heavily sponsored video content.

The campaign ran for the all important May ratings period, linked in with Australian Fashion Week, and had a final push for the season finale and reunion special of the show.

The spike in media attention, social media buzz and fan discussion around Kevlar Couture helped give The Real Housewives of Sydney a mid season lift.

This resulted in the show becoming Arena's most highly rated show of the season.

The campaign also helped boost streaming/catch-up demand of the series by 8%, meaning this season became Arena's most streamed Real Housewives instalment to date.

The Real Housewives of Sydney also became the most discussed show on social media in Australia for the month of the campaign. With Kevlar really becoming the new black.