HARRY ROSEN
Live Client Pitch | Account Management, Strategy
3rd Place in Live Client Pitch
Team Members:
Jessica Ho - Account Manager
Cailey Bisgould - Art Director
Iman Sheikh - Art Director
A campaign to raise brand awareness of Harry Rosen's private-label brand, Harold. Presented to Harry Rosen client and Ad Grad Cert students -Selected 3rd place in live client pitch.
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CHALLENGE
Promote Harold as a youthful, modern brand.
Position Harold as an accessible entry point to high-quality luxury menswear.
TWO TARGET CONSUMER GROUPS
INSIGHTS
Both consumer groups want to feel confident.
Compliments boost confidence.
People love to people-watch - distinctive style naturally captures attention and shapes how we're perceived.
IDEA STATEMENT
BIG IDEA
Highlights Harold's quality craftsmanship that will inevitably capture the attention of passersby.
OOHs
Shifts the focus to the reactions of those around the wearer, reframing traditional menswear advertising from staged full-body model shots to genuine reactions in everyday moments
Placement in Bay Street corridor, Toronto's financial district, Yorkville, and in malls with Harry Rosen stores.
SOCIAL MEDIA
Like the OOHs, the first slide teases the outfit and the second reveals the full look with a direct shopping link to Harold’s ready-to-wear line.
Cross-platform rollout: Instagram, Facebook, Pinterest
Harold taps into a popular TikTok trend that turns bloopers of people walking past the frame into smooth outfit transitions. It’s all in the subtle yet effective double takes that shows Harold’s ability to draw attention.
Cross-platform rollout: TikTok, Instagram, Facebook
EXPERIENTIAL
Harold will host an outdoor fashion show on the X-shaped runway in Yorkville, with Harold models showing how everyday style can leave lasting impressions.
Harold-branded CCTV cameras will capture authentic, real-time reactions live-streamed to digital screens at the event and the Harry Rosen store window display.
This experiential is a dynamic experience fuelled by people’s reactions.
WINDOW DISPLAY
Seamless loop connecting event and Harry Rosen store.
Draws people into the excitement.
Entices event attendees to visit the store.
CAMPAIGN STRATEGIC SUMMARY
