The task was to re-launch The Sunday Times STYLE magazine. Target audience was primarily the fashion world, with a secondary audience of the great British public.

Rather than just making an ad campaign, we created a piece of editorial for the newspaper. We invented ‘The 50 Best Dressed People in the World’ – A piece of content that was intended to elevate STYLE magazine to becoming a global authority on fashion.

From this we developed the ‘Fashion Royalty’ campaign and created an iconic series of portraits combining the images of historical royal figures with esteemed members of the fashion world – Victoria Beckham, UK Hip Hop act Tinie Tempah and even Kate Moss.

Posters sites around London, Digital OOH, full page press insertions in national newspapers and magazines promoted the series, followed by a final tactical execution announcing the ultimate winner ‘Queen Michelle Obama’.

The launch campaign was a huge success within the fashion world and beyond, and even prompted acknowledgment from our fashion royalty themselves who tweeted and promoted the series creating millions of free
media impressions and covered by The Daily Mail online - the most read news site on the Internet – It also featured on mainstream populist websites including The Huffington Post, Buzzfeed and even rival newspaper The Guardian.