LOEWE are a global fashion label with a reputation for excellence, authenticity, and a unique tongue-in-cheek style. This film uses exceptional direction, art direction, and casting to embody LOEWE’s core values, tell their iconic story, and show their profound impact on the culture of fashion through the decades.

The campaign lives in the cultural space between fashion and lifestyle, intersecting with LOEWE’s customers, social audience & hard to reach online opinion formers. The campaign was written in English however, special attention was paid to ensuring a strong visual narrative ran throughout making the spots core message accessible and easily understood regardless of language or geographic location.

Situation: The brand have had historical issues with the way people pronounce LOEWE. Director Ally Pankiw collaborated directly with LOEWE and writer Dan Levy to create a comedic, scripted series focused on solving LOEWE’s ongoing issue around the correct pronunciation (and spelling) of their brand name.

Brief: Clear up the long standing misunderstanding around the pronunciation of the brand name LOEWE

Objectives: Improve brand name recognition.

Audience insights

The campaign was aimed a LOEWE customer, their social audience & online taste makers. It rolled out globally across social media and was designed to appeal to a young, global audience. The spot coalesces around numerous cultural references starting a viral conversation around the correct way to pronounce the name LOEWE. This was achieved through the use of humor, transformational art direction and clever dialog driven storytelling.

Community building and management approach

Social media was used as the primary driver for positive engagement, along with a supplemental PR campaign

We join Aubrey Plaza and Dan Levy for a one-of-a-kind spelling bee where wigs, buzzers, iconic fashion, and wrong answers are the stars of the show.

The contemporary, humorous tone and strong visual look of the films successfully connected with hard to reach opinion formers and fashion influencers across the globe in an authentic, yet humorous way.

Implementation: The campaign creative originated from a direct collaboration between Writer / Director Ally Pankiw and Writer Dan Levy, and LOEWE. Creative development, writing, film production and post production were undertaken by Partizan.

Timeline: Initial production began in the US on Nov 7th 2023 and ran through March 26th 2024. The campaign ran from March 28th 2024 - April 1st 2024.

Placement: The content was rolled out across the leading social media channels including Instagram, X and Facebook. The campaign used celebrity placement to drive social engagement and generate organic conversations around the content. This was accompanied by a supplemental PR campaign that ran globally.

Scale: Global digital campaign.

• Impact

Helping global literacy.

• Reach

48m views across all platforms

• Engagement

52% engagement on key platforms.

• Change in Behaviour

People are now able to pronounce the brand name LOEWE correctly.

• Brand perception

The campaign enhanced perception among LOEWE's audience & customers, as well as online fashion influencers.

• Achievement against objectives

The objective was successfully achieved.