Mango Fashion Awards Edition I
The largest fashion design contest in the world, which awards a prize of 300,000 euros, called for an international graphic campaign. The competition, supported by the founder and chair of the Spanish group Mango, Isak Andic, and aimed at giving impetus to and promoting up-and-coming young designers, would afford the winner and the finalists the opportunity to produce their designs and sell them in Mango stores.
The jury, chaired by Valentino in its first edition and Oscar de la Renta in its second, was composed of five international prestigious design schools (the Central Saint Martins School of Art and Design, London; the Institut Français de la Mode, Paris; the Istituto Marangoni, Milan; the Royal Academy of Fine Arts, Antwerp; and the Escola Superior de Disseny, Barcelona).
Wresting the place from the leading players in the fashion industry is the dream of every young designer.
We developed this campaign at Ogilvy where this challenge also provided the insight and creative strategy that underpinned the campaign, which received a large number of entries that exceeded all expectations. A tantalising message made the target audience feel their power in challenging the monopoly of the fashion gods.