Visible
Our client, a young Warsaw fashion label, had a cult following online and almost no presence offline. People knew the clothes from the feed but had never bumped into the brand in real life.
The brief was simple and a little scary: make the label impossible to miss for one month, on the street and on the phone, with a budget that would not buy a single billboard in the city centre.
We built the whole campaign around one word: Visible. Every poster carried it in huge italic type, every reel opened with it, and every creator who joined used it as their only caption.
Two shoot days in a red lit corridor and on night streets gave us forty wild posting designs and a month of vertical content. Each poster had a QR code that opened a reel shot on the same corner where the poster hung, so the street and the feed told one story.
Visible ran for four weeks across twelve Polish cities. People photographed the posters and reposted them on their own accounts, which did more for reach than any paid placement.
The campaign reached 3.4 million people, grew the Instagram account by 38 thousand followers and sold out the first drop in nine days. Two of the posters now hang in the flagship store.
