Prestige Book • World Presentation
The action entailed setting various giant pages of the limited-edition MANGO PRESTIGE BOOK adrift on the River Thames. Their course was broadcast live from a helicopter to VIPs and international press in attendance. All of them were a stone’s throw from London Bridge on a huge mounted platform so they could witness the journey upstream live.
The event called for the temporary closure of the river to river traffic and the bridges.
The action continued at Old Billingsgate Market, which was turned into a spectacular and classic library. The model Lizzy Jagger, daughter of the Rolling Stones’ lead singer Mick Jagger, acted as the patroness of the Prestige Book alongside the founder of the multinational Mango, Isak Andic.
Our goal in creating and designing the action at Ogilvy, was to produce an event that had a worldwide media impact and helped us to position Mango as a top retail brand in fashion, yielding the highest possible earned media return on investment.
This event managed to reaffirm Mango’s image globally through communication built on its attributes, benefits and distinctive values, previously selected based on the business and creative strategy.